论中国媒介的购并战略

媒介购并是媒介资本经营的主要方式，也是媒介企业迅速做大做强的基本途径。媒介购并不只指兼并和合并，也不可用集团化来替代。中国媒介必须走出认识上的误区，摒弃观念上的障碍，全面了解媒介购并的意蕴、特点、类型和实施这一战略的优缺点、原则、程序等，从而正确、科学地实施购并，形成资源互补、优势互补，达到最大经济规模和最佳经济效益。

On the Merger and Acquisition Strategy of Chinese Media

The merger and acquisition (M&A) of media is the main pattern of media capital administration and the fundamental approach to rapidly enlarging and strengthening the media enterprise. While the M&A of media refers not merely to merger or consolidation, nor can it be substituted with collectivization. Chinese media must step out of the cognitive misunderstanding and get rid of the conceptual hindrance, acquire a comprehensive knowledge of both the meaning, features and types of M&A and the advantages and disadvantages, principles and procedure of carrying out such a strategy, hence the correct and scientific M&A can come true, and the maximum economic scale and the optimum economic benefit can be obtained with the complementary sources and advantages.;