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改革开放以来,我国传媒业取得了长足发展,但近些年来出现的一些诸如媒体管理效率低下、媒体整体竞争力不强等问题限制和阻碍了传媒业的发展。因此,如何促进国内媒体进一步发展、增强其竞争实力便成为当前我国传媒业发展所面临的新课题。为了解决上述问题,我国传媒业有必要借鉴国外先进经验,通过资本运作将企业做大做强,以促进传媒业的持续健康发展。本文根据传媒资本运营的相关理论,从资本自身的特性和要求出发,结合我国传媒业所处的宏观环境和传媒个体自身的微观条件,分析了传媒业资本运营的必要性和可行性;同时对国内媒体现阶段采用的融资手段和投资模式进行了探讨,并针对资本运营存在的问题,提出了一些建设性的建议和对策。
Since the reform and opening up, the media industry in our country has made great strides. However, some problems such as the ineffective media management and the overall lack of competitiveness in the media have hindered and hindered the development of the media industry in recent years. Therefore, how to promote the further development of the domestic media and enhance their competitive strength has become a new issue for the development of the media industry in our country. In order to solve the above problems, it is necessary for the media industry in our country to learn from the advanced experience of other countries and enlarge and strengthen the enterprises through capital operation so as to promote the sustained and healthy development of the media industry. Based on the theory of media capital operation and the characteristics and requirements of capital itself, this paper analyzes the necessity and feasibility of capital operation of media industry based on the macro-environment in which the media industry is located and the individual micro-conditions of media itself. The means of financing and the mode of investment adopted by the domestic media at the present stage are discussed. Some constructive suggestions and countermeasures are put forward according to the existing problems of capital operation.