美国传媒国际化经营研究
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摘要
“经济全球化”已经成为世界各国经济发展中不可逆转的趋势，而传媒产业作为当代各国经济的重要组成部分，同样也面临着在国际化的市场环境下如何进行发展战略选择的问题。本研究以美国传媒集团为研究对象，基于价值链分析的理论框架，从传媒企业经营过程中的一般生产活动分析、辅助活动分析与绩效和利润表现三部分入手，分析了美国传媒企业的国际化经营过程。
首先，本文梳理了美国传媒企业的国际化经营现状，总结了美国传媒集团实施国际化经营战略的四大优势：扩大产品市场、发挥创意优势、文化折价影响较小以及充分运用企业规模经济效应，同时也总结了美国传媒集团在实施国际化经营战略中的四大制约因素：源自企业内部的企业文化整合困难和跨国运营模式整合困难，以及源自企业外部的各国传媒产业政策壁垒和跨文化交流障碍。
随后，本文归纳了美国传媒企业的国际化经营目标市场选择及路径选择情况，通过研究提出美国传媒企业的国际化经营行为首选目标是同样来自北美自由贸易区的加拿大和墨西哥，而在赴欧洲等其他地区实施国际化经营时则会受到“文化安全”保护政策的诸多限制；美国传媒企业在目标市场选择时，主要采取市场导向和效率导向结合的模式；美国传媒企业在实施国际化经营时，主要采取的进入路径可被划分为三个大类，即产品出口、签署许可协议以及海外股权投资。
接下来，本文以创意流动的在传媒企业生产过程中起到的核心作用，构建了以创意流动为基础的传媒企业价值链生产模式，并据此分解了传媒企业生产活动中的各个环节，将其细分为辅助活动和一般生产活动两大类别，并依照流程再造的思想结合传媒企业的自身特点重构了两类活动中的具体活动环节，将辅助活动细分为人力资源管理、研发与创意管理三大环节，而将一般生产活动细分为由创立-制作-生产环节所共同构成的内容生产循环以及后续的分销环节。这样的划分，为本文从微观视角对美国传媒企业进行国际化经营的分析创造了条件。
然后，本文根据上述的划分，结合已有的相关理论，分别研究了国际化经营背景下，美国传媒企业在上述七个环节中的所拥有的要素优势及所采取的管理手段，分析了美国传媒企业在价值链生产过程中各环节上所具有的竞争优势，并针对各环节的特点建构了相应的机制和体系。最后，结合美国传媒企业经营特点，结合作业成本管理法和企业资源计划的思想，设计了国际化经营背景下美国传媒企业的整体架构与解决方案。
在上述研究基础上，本文选取了美国传媒上市公司作为样本，用实证研究的方法对美国传媒公司的国际化经营程度与其绩效水平、公司特性等方面的关联性进行了分析，结果发现，美国传媒企业的国际化经营程度与其经营绩效仅有非常微弱的正向相关关系；美国传媒企业国际化经营程度与其企业规模大小、企业价值提升与盈利能力成长之间没有显著相关关系；美国传媒企业的国际化经营程度与其运营总费用支出存在微弱的正向相关关系；美国传媒企业所拥有的品牌、创意内容等无形资产的数额与其国际化经营程度之间存在显著的正向相关关系。
最后，针对本文的研究，提出了研究结论对中国传媒企业实施国际化经营战略的三点建议，并对未来的研究进行了展望。
The process of economic globalization has become an unchangeable tide to worldeconomy. As a important component in various countries economy, the mediaindustry is also confronted with the development strategy selection.The dissertationstudies the American media firms by the theoretical framework of value chain analyzefrom the perspective of primary activities, support activities and margin&performance for the operation process of media firms, made a synthesis of theinternationalization progress of American media firms.
Firstly, the dissertation reviewed the current situation of the internationalizationprocess of American media firms, summarized the four advantages forimplementation of the internationalization strategy: expanding sales in overseasmarket, producing the superiority of creativity, less affected by the culture discountphenomenon and advantageous scale effect. On the other hand, this dissertation alsosummarized the four constraints for implementation of the internationalizationstrategy: the culture intergration and transnational operating pattern intergration frominsde of the firm, the political barriers set by the foreign government and thecross-culture barrier from outside of the firm.
Then, the dissertation concludes the current condition of the selection for targetmarket and the entry path for the internationalization process of American mediafirms, pointed out that the primary foreign target market for American media firm isCanada and Mexico from the North American Free Trade Area, and they will beregulated when they trying to enter other foreign countries due to the culture securityreasons.The American media firms will select its target foreign market based onmarketing and efficiency factors. The entry path for American media firms to foreginmarket can be grouped under the following three types: export of products，signed thelicence aggrement and oversea equity investment.
Next, based on the central role of creativity flow in the operation of media firms,the dissertation constructed the media value chain operating model founded on thecreativity flow, and then divied the operating process of media firms into two partsthrough the newly founded model: the primary activities, and the support activities.The essential thought of Business Process Reengineering was introduced to theactivities and the content of each activity was reconstructed based on the features of media firms. The support activity consists of three parts: the human resourcemanagement system, the research and development system and the creaticvitymanagement system; and the primary activity can be divided into a production circleconsists of creation, production and manufacture, plus the dissertation system formedia products. Such classification makes it possible to research the operatingprocess of American media firms from the microscopic view under the background ofinternationalization.
With the classification metioned above, the dissertation researches the seven partof the value chain system of American media firms mainly focus on the endowmentadvantage and management patterns, trying to analyze the competitive advantage ineach part of the value chain system, and then brought up the corresponding models oneach part of the system based on its own features. At last, designed a systemarchitecture and solutions for the American media fiirm’s internationalization processbased on Activity Based Cost Management and Enterprise Resouce Planning.
Finally, this dissertation selected the samples form American listed media firms,conculated the relevant on the internationalization level and the proformance andfeatures of the American media firms for an empirical research. The result shows thatthe internationalization level was very slightly positive correlated with the firmperformance for the sample firms; the total size, the enterprise value change and theprofitability change of sample firms was statistically nonsignificant correlated withthe internationalization levels of sample firms; the internationalization level of samplefirms was slightly positive correlated with the total operating cost of samplefirms;andthe last, the goodwill of sample firms was statistically significant correlated with theinternationalization level of sample firms.
In the end, based on all the research above, the dissertation provides threeadvises to the Chinese media firms who wants to implement the internationalizationsterategy, points out the remaining problems in the research, and mentions somefuture research potentials.
首先，本文梳理了美国传媒企业的国际化经营现状，总结了美国传媒集团实施国际化经营战略的四大优势：扩大产品市场、发挥创意优势、文化折价影响较小以及充分运用企业规模经济效应，同时也总结了美国传媒集团在实施国际化经营战略中的四大制约因素：源自企业内部的企业文化整合困难和跨国运营模式整合困难，以及源自企业外部的各国传媒产业政策壁垒和跨文化交流障碍。
随后，本文归纳了美国传媒企业的国际化经营目标市场选择及路径选择情况，通过研究提出美国传媒企业的国际化经营行为首选目标是同样来自北美自由贸易区的加拿大和墨西哥，而在赴欧洲等其他地区实施国际化经营时则会受到“文化安全”保护政策的诸多限制；美国传媒企业在目标市场选择时，主要采取市场导向和效率导向结合的模式；美国传媒企业在实施国际化经营时，主要采取的进入路径可被划分为三个大类，即产品出口、签署许可协议以及海外股权投资。
接下来，本文以创意流动的在传媒企业生产过程中起到的核心作用，构建了以创意流动为基础的传媒企业价值链生产模式，并据此分解了传媒企业生产活动中的各个环节，将其细分为辅助活动和一般生产活动两大类别，并依照流程再造的思想结合传媒企业的自身特点重构了两类活动中的具体活动环节，将辅助活动细分为人力资源管理、研发与创意管理三大环节，而将一般生产活动细分为由创立-制作-生产环节所共同构成的内容生产循环以及后续的分销环节。这样的划分，为本文从微观视角对美国传媒企业进行国际化经营的分析创造了条件。
然后，本文根据上述的划分，结合已有的相关理论，分别研究了国际化经营背景下，美国传媒企业在上述七个环节中的所拥有的要素优势及所采取的管理手段，分析了美国传媒企业在价值链生产过程中各环节上所具有的竞争优势，并针对各环节的特点建构了相应的机制和体系。最后，结合美国传媒企业经营特点，结合作业成本管理法和企业资源计划的思想，设计了国际化经营背景下美国传媒企业的整体架构与解决方案。
在上述研究基础上，本文选取了美国传媒上市公司作为样本，用实证研究的方法对美国传媒公司的国际化经营程度与其绩效水平、公司特性等方面的关联性进行了分析，结果发现，美国传媒企业的国际化经营程度与其经营绩效仅有非常微弱的正向相关关系；美国传媒企业国际化经营程度与其企业规模大小、企业价值提升与盈利能力成长之间没有显著相关关系；美国传媒企业的国际化经营程度与其运营总费用支出存在微弱的正向相关关系；美国传媒企业所拥有的品牌、创意内容等无形资产的数额与其国际化经营程度之间存在显著的正向相关关系。
最后，针对本文的研究，提出了研究结论对中国传媒企业实施国际化经营战略的三点建议，并对未来的研究进行了展望。
The process of economic globalization has become an unchangeable tide to worldeconomy. As a important component in various countries economy, the mediaindustry is also confronted with the development strategy selection.The dissertationstudies the American media firms by the theoretical framework of value chain analyzefrom the perspective of primary activities, support activities and margin&performance for the operation process of media firms, made a synthesis of theinternationalization progress of American media firms.
Firstly, the dissertation reviewed the current situation of the internationalizationprocess of American media firms, summarized the four advantages forimplementation of the internationalization strategy: expanding sales in overseasmarket, producing the superiority of creativity, less affected by the culture discountphenomenon and advantageous scale effect. On the other hand, this dissertation alsosummarized the four constraints for implementation of the internationalizationstrategy: the culture intergration and transnational operating pattern intergration frominsde of the firm, the political barriers set by the foreign government and thecross-culture barrier from outside of the firm.
Then, the dissertation concludes the current condition of the selection for targetmarket and the entry path for the internationalization process of American mediafirms, pointed out that the primary foreign target market for American media firm isCanada and Mexico from the North American Free Trade Area, and they will beregulated when they trying to enter other foreign countries due to the culture securityreasons.The American media firms will select its target foreign market based onmarketing and efficiency factors. The entry path for American media firms to foreginmarket can be grouped under the following three types: export of products，signed thelicence aggrement and oversea equity investment.
Next, based on the central role of creativity flow in the operation of media firms,the dissertation constructed the media value chain operating model founded on thecreativity flow, and then divied the operating process of media firms into two partsthrough the newly founded model: the primary activities, and the support activities.The essential thought of Business Process Reengineering was introduced to theactivities and the content of each activity was reconstructed based on the features of media firms. The support activity consists of three parts: the human resourcemanagement system, the research and development system and the creaticvitymanagement system; and the primary activity can be divided into a production circleconsists of creation, production and manufacture, plus the dissertation system formedia products. Such classification makes it possible to research the operatingprocess of American media firms from the microscopic view under the background ofinternationalization.
With the classification metioned above, the dissertation researches the seven partof the value chain system of American media firms mainly focus on the endowmentadvantage and management patterns, trying to analyze the competitive advantage ineach part of the value chain system, and then brought up the corresponding models oneach part of the system based on its own features. At last, designed a systemarchitecture and solutions for the American media fiirm’s internationalization processbased on Activity Based Cost Management and Enterprise Resouce Planning.
Finally, this dissertation selected the samples form American listed media firms,conculated the relevant on the internationalization level and the proformance andfeatures of the American media firms for an empirical research. The result shows thatthe internationalization level was very slightly positive correlated with the firmperformance for the sample firms; the total size, the enterprise value change and theprofitability change of sample firms was statistically nonsignificant correlated withthe internationalization levels of sample firms; the internationalization level of samplefirms was slightly positive correlated with the total operating cost of samplefirms;andthe last, the goodwill of sample firms was statistically significant correlated with theinternationalization level of sample firms.
In the end, based on all the research above, the dissertation provides threeadvises to the Chinese media firms who wants to implement the internationalizationsterategy, points out the remaining problems in the research, and mentions somefuture research potentials.
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