中国媒介调研行业反思与前瞻

中国改革开放以来,作为市场调查研究的一部分的媒介调研行业有了巨大的发展。但是目前在学术界,比较少见到从行业历史的角度对于中国媒介研究的历史进行学术性的回顾,以及在此基础上对中国市场调查研究行业的问题进行总结并对未来进行展望的研究成果。作为中国广告学术史研究的重要内容和组成部分,本文尝试对中国市场调查研究行业的发展过程、重要课题、问题和展望进行梳理和分析。     

传媒集团规模扩张的经济学分析

自20世纪90年代中期以来,传媒集团化的热潮从西方席卷而来。我国传媒业实行集团化改革后,传媒集团的规模迅速扩张,这也引发了学界的一些探讨。本文阐述了传媒集团规模扩张的三种类型,并运用经济学的工具从需求和成本两方面因素分析了传媒集团的规模决定,进而得出我国传媒集团规模扩张的经济学动因,说明了导致传媒集团规模扩张无效率的原因,最后指出何为适度规模。     

Economics at the FCC: 2007–2008

In any given year, the Federal Communications Commission confronts many issues of interest to economists. This paper summarizes four issues of interest during the last year: Spectrum Auctions, Media Ownership, Quality-Adjusted Cable Prices, and Leased Access. It highlights the role that economic analysis played in each and identifies areas where further research would be fruitful. This article was drafted while the first author was Chief Economist at the Federal Communications Commission. The opinions expressed here are solely those of the authors and do not necessarily reflect those of the Federal Communications Commission, its Commissioners, or its staff. We would like to thank Larry White and Tracy Waldon for helpful comments.     

新媒体环境下的文化企业创新发展现状及趋势

文化企业作为社会企业文化的建设者和传播者,其产生和发展离不开媒体。随着世界经济一体化与全球化趋势的不断加强,数字媒体的发展深刻影响到社会各个领域。新媒体环境对文化企业的创新发展带来了机遇和挑战。探讨了新媒体环境及其特点,从社会企业与文化传播企业雇佣关系的视觉分析了文化企业创新发展现状及趋势。     

医疗机构课税制度改革的几个问题

我国自2000年开始实施医疗机构分类管理制度以来,分别适用于营利性医疗机构与非营利性医疗机构的课税规则也随之相应形成,造成两者差异巨大的税收负担。差异性的税负也成为进一步加剧两者不平等的市场竞争地位的重要因素,阻碍营利性医疗机构的发展。本文从分析现行医疗机构课税制度的现状入手,分析医疗机构承担各个税种纳税义务的主体资格,并以此为基础,对完善医疗机构课税制度提出若干建议。     

Firm-specific volatility of stock returns, the credibility of management forecasts, and media coverage: Evidence from Japanese firms

This paper explores the determinants of firm-specific informativeness of the stock price in terms of corporate disclosure quality and the quantity of public information by using Japanese data. In our empirical framework, we examine how the credibility of disclosure and media coverage are associated with the firm-specific volatility of stock returns. The results indicate that both greater accuracy of management forecasts and greater total media coverage contribute to the incorporation of firm-specific information in the stock price. Furthermore, for earnings-related news, the media reporting leads to less firm-specific volatility. Finally, an improvement in forecast accuracy enhances the marginal effect of media coverage of the earnings news toward reflecting firm-specific information.     

Does gender affect media choice in travel information search? On the use of mobile Internet

This study examines gender effects in Japanese consumers' media use in travel information search. Drawing upon gender theory and niche theory, we propose a causal model consisting of satisfaction, attitude, and habitual usage of distinct media. Specifically, we posit that females are more predisposed to media displacement–reinforcement effects than males, when mobile Internet becomes a more popular medium in travel information search than PC Internet and traditional media. We conducted an online panel survey in Japan, and collected 992 usable responses. Structural equation modeling finds that satisfaction with PC Internet and with traditional media affects the habitual use of mobile Internet negatively. Habitual use of mobile Internet is negatively associated with attitude toward PC Internet and toward traditional media. Although moderation analysis identifies no statistical difference in the hypothesized paths, latent mean analysis reveals that satisfaction from, attitude toward, and habitual usage of mobile Internet are more strongly perceived among female respondents than males.     

传媒产业收入管理特征和发展前景研究

传媒产业收入管理还在起步阶段,本文系统综述了收入管理在传媒产业的运用和效果,提出了以后的研究方向和发展前景,对比分析了中国传媒收入管理的情况,强调对于竞争日益激烈的传媒业,收入管理是一项有效实用的策略。     

Users of the world, unite! The challenges and opportunities of Social Media

The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term “Social Media” exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.     

繁华光环下的隐患——我国新媒体广告发展的冷思考

新媒体广告近些年发展迅速,改变了整个媒体市场的格局。越来越多的资金流入新媒体平台,创造了一个又一个广告业神话。然而,在新媒体广告发展如此欣欣向荣的同时,我们也应该认识到其中隐藏着的危机。本文试总结近些年来我国新媒体广告中存在的问题,分析其产生的原因,并给出解决的几点建议。