传媒产业是文化产业最重要的组成部分，包括“文化产业核心层”中的新闻、书报刊、音像制品、电子出版物、广播、电视、电影以及文化产业外围层中的互联网、广告等。传媒业是一种特殊的行业，和一般文化产业门类相比，具有相对良好的增值性和独特的盈利模式。传媒产业是一个高速发展的新兴产业，规模和结构都发生着迅速的变化。中国媒介产业的发展目前已进入规模化发展的“快车道”，而以网络崛起为代表的传播科技的飞速发展和中国加入WTO后所面临的市场格局的国际化竞争，加速推动着中国媒介产业的发展和变化。

中国改革开放的30多年，是各项事业获得巨大成就的30多年，也是中国传媒产业取得巨大发展的30多年。改革开放30多年来，中国大众传媒产业和消费有力地促动着中国大众传媒体制的变革；改革开放30多年来，中国传媒业取得了长足进步：一是广告业收入总额不断增长；二是传媒企业的实力不断增强，出现了集团化发展的趋势；三是集团化发展迅速，已经成立了40多家报业集团、20多家广电集团、40多家出版集团和10多家发行集团。因此，中国传媒企业走出去不仅是党和国家提升自身软实力和抢占国际舆论高地的要求，而且是传媒企业自身做强做大做优的客观需要。但是中国传煤产业的未来发展面临着机遇和挑战：

从面临的机遇来看，中国传媒产业还有较大的上升空间。有关统计资料显示，全球日报拥有量的平均水平是96份/千人，而日本远高于这个水平，是420份/千人，美国也比较高，是190份/千人，中国则低于世界平均水平，为70份/千人左右。但是，随着今后中国城镇化的加快和受教育人口的提高，中国的报纸发行量还会上升。这给传煤产业的发展提供了巨大的发展机遇。

从面临的挑战来看，随着经济全球化与区域经济一体化的日益明显，境外资本进入中国传媒产业已经成为现实，并对其发展产生了深远的影响。2009年4月6日，国家新闻出版总署印发《关于进一步推进新闻出版体制改革的指导意见》，明确指出“有效地吸纳系统外社会资本和境外资本，实现以资本扩张带动业务扩张、规模扩张和效益扩张。”外资的介入，既是中国传媒业国际化的重要表征，有利于新闻传媒资源的合理配置，同时也存在着意识形态领域的国家文化安全问题和受众市场的竞争关系问题，需要传媒研究界在应对策略上予以关注和探讨。

面对中国传媒产业发展所面临的机遇和挑战，中国传媒产业的发展需要不断提高产业发展的绩效。岳芃在西北大学新闻传播学院从事传媒经济学的教学与研究工作，2005年考入西北大学经济管理学院西方经济学专业，在博士论文选题中，我让她把微观经济学的原理、产业组织理论的原理和传媒产业的发展相结合，来研究中国传媒产业的绩效问题。博士论文答辩结束之后，她在论文基础上进一步扩展研究，形成了这本书稿。通读书稿，我认为该书稿有以下特点：

1.选题视角新颖。把西方经济学的微观经济学市场结构理论、产业组织理论与传媒产业有机结合。在对传媒产业进行总体分析的基础上，运用产业组织理论的“结构—行为—绩效”（SCP）分析方法具体评价大众传媒产业的经济绩效，分析影响中国大众传媒产业经济绩效提高的制约因素，进而探索提高中国大众传媒产业经济绩效的可行性政策选择。

2．研究方法的交叉性。本书稿综合运用多种分析方法进行研究，从经济学的角度来研究，综合运用多种西方经济学的研究方法来研究中国大众传媒产业的经济绩效问题。运用制度分析方法，研究制度与传媒产业经济绩效之间的关系，考察影响中国大众传媒产业绩效的制度变革因素。运用“结构—行为—绩效”分析框架，运用产业经济绩效评价的基本理论和方法，提出评价中国大众传媒产业经济绩效的基本思路和评价指标。在对中国大众传媒产业总体经济绩效进行分析的基础上，分别对中国大众传媒产业的主要子产业——广播、电视及报纸产业的经济绩效进行深入具体的分析。

3．结论具有新意。运用制度变迁理论在“结构—行为—绩效”分析框架下阐明了“一级政府一级媒体”这一体制对中国大众传媒产业的市场结构特征、大众传媒产业主体的市场行为以及大众传媒产业经济绩效的重要影响。通过市场结构分析，指出行政性垄断是导致中国大众传媒产业经济绩效低下的原因，以及解决这一矛盾的关键是变革现行的传媒管理体制和传媒监管模式。同时重新定位了大众传媒产业的传媒管理政策和监管体制的政策重点和监管方式。

4．研究框架清晰。全书按照“理论—实践—政策“的分析框架研究了三个层面的问题：在理论层面上，在对国内外传媒经济理论研究的现状进行分析和评价的基础上，阐述了中国大众传媒产业形成、发展的演化历史，探讨了中国大众传媒产业发展的内在动力机制。以“结构—行为—绩效”分析框架为中心，建立了分析中国大众传媒产业经济绩效的基本框架。在实践层面上，基于“结构—行为—绩效”分析框架，分别对中国大众传媒产业的主要子产业——广播、电视及报纸产业的经济绩效进行深入具体的分析。从市场结构理论出发，分析了完全竞争市场、自然垄断市场的结构特征对产业经济绩效的影响。比较了不同的传媒垄断市场对传媒行为及其对社会福利水平的影响。在政策层面上，围绕着提高中国大众传媒产业经济绩效这一核心，提出了提高中国大众传媒产业经济绩效的产业组织、政府监管和产业政策的改革思路。

传媒产业是一个新兴产业。随着中国经济的转型发展，现代产业体系的进一步完善，传媒产业将会出现许多亟待研究的问题。近年来在这一领域逐渐出现了为数不多的研究成果，而本书是这些研究成果中比较好的一本。相信本书的出版会对中国传媒产业的发展以及传媒产业的研究提供积极的推动作用。是为序。

西北大学经济管理学院

副院长、教授、博士生导师 任保平谨序

2010年2月8日于西北大学新村

The media industry is the most important component of the cultural industry, including news, books, newspapers and periodicals, audio-visual products, electronic publications, radio, television, film, and the Internet and advertising in the periphery of the cultural industry. The media industry is a special industry, which has relatively good value-added and a unique profit model compared with the general cultural industry. The media industry is a rapidly developing emerging industry, with rapid changes in scale and structure. The development of China's media industry has entered the "fast lane" of large-scale development, and the rapid development of communication technology represented by the rise of the Internet and the international competition in the market pattern faced by China after joining the WTO have accelerated the development and change of China's media industry. The more than 30 years of China's reform and opening up have been more than 30 years of great achievements in various undertakings and more than 30 years of tremendous development of China's media industry. Over the past 30 years of reform and opening up, China's mass media industry and consumption have effectively promoted the reform of China's mass media system. Over the past 30 years of reform and opening up, China's media industry has made great progress: first, the total revenue of the advertising industry has continued to grow; Second, the strength of media enterprises has been continuously enhanced, and a trend of group development has emerged; Third, collectivization has developed rapidly, and more than 40 newspaper groups, more than 20 radio and television groups, more than 40 publishing groups and more than 10 distribution groups have been established. Therefore, Chinese media enterprises going global is not only a requirement for the party and the state to enhance their own soft power and seize the high ground of international public opinion, but also an objective need for media enterprises to become stronger, bigger and better. However, the future development of China's coal transfer industry faces opportunities and challenges: from the perspective of the opportunities faced, China's media industry still has a lot of room for growth. Relevant statistics show that the average number of global daily newspapers is 96 copies / thousand people, while Japan is much higher than this level, 420 copies / thousand people, the United States is also relatively high, it is 190 copies / thousand people, and China is lower than the world average, about 70 copies / thousand people. However, with the acceleration of urbanization and the increase of China's educated population in the future, China's newspaper circulation will rise. This provides great development opportunities for the development of the coal transfer industry. From the perspective of the challenges faced, with the increasing obviousness of economic globalization and regional economic integration, the entry of foreign capital into China's media industry has become a reality and has had a far-reaching impact on its development. On April 6, 2009, the State Administration of Press and Publication issued the Guiding Opinions on Further Promoting the Reform of the Press and Publication System, which clearly pointed out that "effectively absorb social capital outside the system and overseas capital, and realize business expansion, scale expansion and efficiency expansion driven by capital expansion." "The intervention of foreign capital is not only an important symptom of the internationalization of China's media industry, which is conducive to the rational allocation of news and media resources, but also has the problem of national cultural security issues in the ideological field and the competition relationship of the audience market, which requires the media research community to pay attention to and discuss the response strategy." In the face of the opportunities and challenges faced by the development of China's media industry, the development of China's media industry needs to continuously improve the performance of industrial development. Yue Peng is engaged in the teaching and research of media economics at the School of Journalism and Communication of Northwest University, and was admitted to the Western Economics major of the School of Economics and Management of Northwest University in 2005. After defending her doctoral dissertation, she expanded her research on the basis of her dissertation and formed the manuscript of the book. Reading through the manuscript, I think the manuscript has the following characteristics: 1. The perspective of the topic selection is novel. It organically combines the microeconomics market structure theory and industrial organization theory of Western economics with the media industry. On the basis of the overall analysis of the media industry, the "structure-behavior-performance" (SCP) analysis method of industrial organization theory is used to specifically evaluate the economic performance of the mass media industry, analyze the constraints affecting the improvement of the economic performance of China's mass media industry, and then explore feasible policy options to improve the economic performance of China's mass media industry. 2. Intersectionality of research methods. This manuscript comprehensively uses a variety of analytical methods to conduct research, from the perspective of economics, and comprehensively uses a variety of Western economic research methods to study the economic performance of China's mass media industry. Using institutional analysis methods, this paper studies the relationship between institutions and the economic performance of the media industry, and examines the institutional change factors affecting the performance of China's mass media industry. Using the analysis framework of "structure-behavior-performance" and the basic theories and methods of industrial economic performance evaluation, the basic ideas and evaluation indicators for evaluating the economic performance of China's mass media industry are proposed. Based on the analysis of the overall economic performance of China's mass media industry, this paper conducts in-depth and specific analysis of the economic performance of the main sub-industries of China's mass media industry, namely radio, television and newspaper industry. 3. The conclusion is innovative. Using the theory of institutional change, under the framework of "structure-behavior-performance" analysis, the important impact of the system of "first-level government and first-level media" on the market structure characteristics of China's mass media industry, the market behavior of mass media industry subjects, and the economic performance of mass media industry are clarified. Through the analysis of market structure, it is pointed out that administrative monopoly is the cause of the low economic performance of China's mass media industry, and the key to solving this contradiction is to reform the current media management system and media supervision model. At the same time, it repositioned the policy focus and supervision methods of the media management policy and regulatory system of the mass media industry. 4. Clear research framework. According to the analytical framework of "theory-practice-policy", the book studies three levels of problems: at the theoretical level, on the basis of analyzing and evaluating the current situation of media economic theory research at home and abroad, it expounds the evolutionary history of the formation and development of China's mass media industry, and discusses the internal dynamic mechanism of the development of China's mass media industry. Focusing on the "structure-behavior-performance" analysis framework, the basic framework for analyzing the economic performance of China's mass media industry is established. At the practical level, based on the "structure-behavior-performance" analysis framework, the economic performance of the main sub-industries of China's mass media industry, radio, television and newspaper industry, is analyzed in depth and in detail. Starting from the theory of market structure, the influence of the structural characteristics of perfectly competitive market and natural monopoly market on industrial economic performance is analyzed. The impact of different media monopoly markets on media behavior and its impact on social welfare is compared. At the policy level, focusing on the core of improving the economic performance of China's mass media industry, the reform ideas of industrial organization, government supervision and industrial policies to improve the economic performance of China's mass media industry are proposed. The media industry is an emerging industry. With the transformation and development of China's economy and the further improvement of the modern industrial system, there will be many urgent problems in the media industry. In recent years, there have been a few research results in this field, and this book is the better one of these research results. It is believed that the publication of this book will provide a positive role in promoting the development of China's media industry and the research of the media industry. is the order. Associate Dean, Professor, and Doctoral Supervisor, School of Economics and Management, Northwest University, Ren Baoping, February 8, 2010 at Northwest University Xincun（AI翻译）