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。

Economic analysis of media group expansion

ince the mid-1990s,there has been an upsurge of media conglomeration sweeping over China,which originated from the West. After the implementation of media conglomeration,the scale of China's media groups has witnessed a rapid expansion,which in turn,has caused some discussions. This article expatiated on three types of scale expansion of media groups,analyzed the scale determinants of media conglomerate from the economic angle,deduced the economic force of the media conglomeration,explained the reason which...