1978～2008年中国广播传媒经营管理演变探究

华中科技大学硕士学位论文1978～2008年中国广播传媒经营管理演变探究姓名：付三军申请学位级别：硕士专业：传播学指导教师：屠忠俊20080601I1978200830303019782008IIAbstractThestudy,belongingtothecategoryofmediahistory,exploresthehistoryofradiobroadcastingmanagementinChinafrom1978to2008.styleofHistoryisadoptedinwritingandliteraturestudyandcasestudyarethetwomainstudymethodsinthispaper.Thepaperconsistsofseveralparts:Theintroductionpartexposesthebackgroundandsignificanceofthestudy,andliteraturereview.China’sradiobroadcastinghaschangedalotin30yearsreformandopening-up.So,itisnecessarytostudythegainsandlossesofbroadcastingmanagementinthisprocess.ThefirstchaptercombsandanalyzesthechangesofChina’sbroadcastingmanagementpoliciesinthese30yearsandpresentsthatthebroadcastingmanagementpoliciesaredesignedtoremoveallsortsofinstitutionalchainsforbroadcastingindustrializationingeneral.Specifically,therearedifferentpoliciesforadvertisementmanagement,programming,diversifyingmanagement,capitalworking,andtechnicalreform.Thesecondchapteristhefurtherstudy,descriptionanddeciphermentonthepracticalbroadcastingmanagementincludingadvertisementmanagement,programming,diversifyingmanagement,capitalworking,andtechnicalreform.ThethirdchaptermakesthecasestudyonthebroadcastingmanagementinGuangdongPeople’sradiostationandBeijingPeople’sradiostation.Bothradiostationsdidwellinadvertisementmanagement,programminganddiversifyingmanagement.Thefourthchapterintroducesaninfluentialfigureforthebroadcastingreform:Wangliang.Hiscontributiontothereformandhiswaytosuccessareemphasizedinthispart.ThefifthchaptergeneralizestheexperienceandlessonsbroadcastingmanagementinChinafrom1978to2008.Theauthorholdsthatthemainexperienceforthebroadcastingmanagementreformincludes:first,forminganotionofaudience-orientationandservingaudience;second,makinguseofthecorecompetitivenessofradiobroadcastingtomakebrandmanagement,andthemainlessonsincludethatthemanagementmodelismonotonousandtheindustrialchainisincomplete.Therearemanycausesleadingtothem.IIIBroadcastingindustryenteringthedecliningphase,itsparadoxdoubleidentity,anditslocalizationcausetheunachievablenationalbroadcastingnetwork,theincompletelegalsystem,andthenegativeinfluencebroughtbycollectivization.Keywords:radiobroadcastingchangesofChina’sbroadcastingmanagement_____111.119238080“”197819781978“”30“”“”“”1.2.19788“”“”2001“”20041221~2221978301978112319831984419961220057——“”“”“”“”“”1980106200727320073297198467.8%200794.48%19793200757.223620721030200430“3”“”2080“”“”303030“”“”“”“”19851985“”200813024“”3“”1.2“”“”30“”301.3530“”“”“”“”1.4“”16“”20701“”“”“”“”2301992102197919831992631979~19921993~20041979“”1983“”20034197019791991“”1992~1995209012005.421983.832006.242005.5751979197919862002680“”7701990“”1990901990“”81979“”1979199219929“”1980~19961996101979(1979—1983)(1983—1992)51949~20002003.662005.1072003.48902006.692004.12102002.98(1992—1996)(1997—2003)2003—1112313197814152080902090112006.4122005.6132006.11142004.1015.2007916417“”18——20162003.10172005.9182006.9101920192005.1020.20061111978~20081.1301997301978197935315514212120056112197922197911“”1979100019829“”1983331~4109231026[1983]3737“”197937198322200531337“”19788“”“”37“”2080“”198542080“”“”198811“”“”“”“”1992“”“”“”1992614“”“”“”“”“”198519821979198219921993199823/“”“”“”“”“”232003.6525152001200111“”1988“”“”“”199910“”19996——1999917“”“”20001117[2000]284284“”20001127——“””“16”20“”2001()2001135“”“”“”2004“”“”198212198819931999200417“”“”“”2002“”“”“”20036“”1231“”“”2004210188090“”“”“”“”“”——19——……1.2301.2.119792019882090902000“”“”2420002001[2001]1476(“”)24200721200362004210“”“”“”200471922“”“”“”200588()“……”51“………………”“”“”“”197823“‘’”“”19902001820200421020042001“”2004102844“”“”24“”“”“”“”“”“51%”“”4412(2004)2005225200575“”“”“()()()……”“”2525200716325“”“”“”1.2.2199519791982~199519951979197935197951419791126“”19821982219851115“”“”“”198710198219937“”“”“”27“”199019911994512()81010271995211991200391517200312251.2.3198319791983923102628[1983]3737“”371983198819881114—17209019941992519972001729“”20001117[2000]284“”1.2.4“”“”209019901991199283.7——1993301999917[1999]82“”“”“”2001820“”“”“”1213()3149%WTO200113520022003620031231“”“”200421020053220057“”1.2.5197819839020001970424“”198315903319926DAB199412DAB19961211“”419988242003“”“”20042102007920051220062007“”2003200651830MHz~300MHz200661341.2.6“”199811“”“”1998200111“”1988“”199935“”262002200362004210272619962720062663621978~20082.11994198542—1632“”“”1994~200020901994112004100301996199837281995301997292001~20042001200447400126002.52000“”200110200020052.22.2.11978197830197914282005.10292005.1030197811381979128197935“”1979311979301979~19821979100019821.51979151.51983~19901983199030%199030%30%50%19837.7%19846.4%198519885%198919904%1991~1995540%1991199362%75%1991“”4%3%199019792005.10312005.10391996~20051999-5.9%20%1996199720%11%3%1978~2006(%)1978——————————1979——————10001980————————1981——————11800.01982——————15000.019791500%19831806.0——7.723407.4156.019842323.028.66.436527.8156.019852670.014.94.460522.5165.719863563.033.44.284477.7139.619874721.032.54.2111200.3131.619886383.035.24.3149293.9134.319897459.016.93.7199899.8133.919908641.61