中国传媒上市集团竞争力集成评价研究  

Evaluation of Competitiveness Portfolio of Listed Media Groups in the Big Data Era

作　　者：谢媛 李本乾 Xie Yuan;Li Benqian(Shanghai Jiao Tong University)

机构地区：[1]上海交通大学媒体与传播学院,上海200240

出　　处：《新闻与传播评论》2022年第1期89-104,共16页Journalism & Communication Review

基　　金：国家社会科学基金重大招标项目(21&ZD325)。

摘　　要：随着大数据技术在各个领域的不断深入应用,AI技术的不断革新以及国家文化产业的相关政策的支持与扶持,传媒产业也得到了相应的进步与发展。传统传媒集团随着融媒体、全媒体进行转型升级的同时也随着5G等新技术进行不断创新尝试,具有一定的市场竞争力,这使得传媒市场的格局发生了变化。中国上市传媒集团的迅速发展,也使得其具有与国外传媒集团竞争的实力,并且拥有推向国外市场的发展需求。因此在竞争日渐激烈的传媒市场中,对传媒上市集团的竞争力综合研究是必要和有意义的。研究中,选取Osiris数据库中2018年总收入达到前500名中的中国上市传媒企业五大类传统类传媒集团和两大类新媒体传媒集团共100家传媒上市企业,运用KPI法确定的三个主要方面进而选取19项评价子指标;运用因子分析法、综合指数法、TOPSIS法和功效系数法分别进行单一维度分析后;运用平均值法与Copeland法进行组合评价;并在组合评价的基础上对排名结果进行了聚类分析。在对100家国内上市传媒集团进行集成竞争力评价后,从中找到目前我国上市传媒集团争力发展的不足,之后对提升综合竞争力的体系进行构建。经过研究发现,未来传媒集团的发展策略主要应从组织能力、财务能力、发展能力三个主要方面出发制定,形成全面的竞争力提升体系,未来会取得更加长远稳固的发展。With the in-depth application of big data technology in various fields,the continuous innovation of AI technology,and the support of relevant national cultural industry policies,the media industry has also made corresponding progress and development.With the transformation and upgrading of integrated media and omnimedia,traditional media groups have also made continuous innovation attempts with new technologies such as 5 G.They have a certain market competitiveness,which has changed the pattern of the media market.The rapid development of China Media Group has also enabled it to compete with foreign media groups and there are development needs to promote foreign markets.Therefore,in the increasingly competitive media market,a comprehensive study on the competitiveness of listed media groups is necessary and meaningful.In the study,100 listed media companies in the five major types of traditional media groups and two major types of new media groups in the top 500 Chinese listed media companies in the Osiris database of 2018 were selected.19 evaluation indicators were seclected by the three main aspects determined by the KPI method.The study used the factor analysis method,the comprehensive index method,the TOPSIS method and the efficacy coefficient method to conduct a single-dimensional analysis,and then used the average method and the Copeland method for combined evaluation.And on this basis,a cluster analysis was carried out on the ranking results of the combined evaluation,and the integrated competitiveness evaluation of 100 listed media companies was conducted to find out the current deficiencies in the development of the competitiveness of Chinese media companies.As a result,it is found that the future media development strategy should be formulated from organizational ability,financial ability,and developmental ability to form a comprehensive competitiveness improvement system and to achieve more long-term and stable development in the future.

关 键 词：上市传媒企业 组合评价法 聚类分析 

分 类 号：G206[文化科学—传播学]