RESEARCH FOR WAYS OF MEDIA ENTERPRISES OF ZHEJIANG INTO MARKET
ABSTRACT: Three decades of reform and opening up, China's media industry has developed rapidly, while the media industry has been exploring China's socialist market economy mode of operation. The domestic media industry into an increasingly competitive situation, the media has been difficult to rely on their accumulated rapidly bigger and stronger, so the media industry to look toward the capital market, opening the era of the media market.
As the media industry, media companies and listed companies combined with a special product of the process of business faces many problems, such as "Code Camp separation," Separation of the Government, contrary to corporate interests and national interests, and whether diversification and so on.
Because of these problems, this paper presents specific solutions which include: First, the reform of the media, combined with the integration advantages of the Yangtze River Delta, in-depth study of China's media reform process, the careful separation of different states of Zhejiang media companies to explore the new paths and new propositions of Zhejiang media reform. Second, the analysis of domestic media companies’ performance after the listing, from such angles as the ownership structure, the main business and regional distribution, business conditions, and solvency. On the basis of examing the media capital management an exposition is made on the listed forms, back door and overall listing of domestic and foreign companies. The third is to to seek the listing models of Zhejiang media companies based on their own advantages through the analysis of their current development status and their rapid transformation
This paper has collected a large amount of the business operation data of the listed media companies, and, from the perspective of media economics, has studied the business conditions and the existing problems of the listed media companies using the methods of comparative study and individual case study. The paper also looks at the Zhejiang regional characteristics of the media environment and makes recommendations accordingly.
