基于系统经济学的广电产业合作竞争研究
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摘要
合作竞争是以互补为核心、以协同为基础、以共赢为目标的新型经营战略。面对渠道霸权时代的终结和传播技术的革命,合作竞争正逐步取代对抗性竞争,成为广电产业未来生存发展的重要选择。
以系统科学思想为指导、以系统经济学理论为方法,采用实证分析与规范分析相结合、定性分析与定量分析相结合、静态分析与动态分析相结合、归纳与演绎相结合等研究方法,本文首先阐述了合作竞争的系统经济学原理,以此为框架,论述了广电产业开展合作竞争的必要性与可行性、广电产业实施合作竞争的主体与背景、类型与形式;进一步地,从纵向角度剖析了我国广电产业合作竞争的自组织演化历程,包括演化形态、演化路径、演化动力等;从横向角度计量了我国广电产业系统资源位、广电产业合作竞争的总体效率,揭示了资源位与合作竞争的内在关系、影响机制,评价了我国广电产业合作竞争的运行绩效;在此基础上,结合广电产业合作竞争的国际经验,提出我国广电产业合作竞争的发展思路。概括来说,本文取得以下初步研究成果:
1、市场竞争行为经历了由对抗性竞争到合作竞争的演进过程。由对抗性竞争向合作竞争的演进反映了“系统经济效应”的形成。合作竞争是在互补性基础上对资源进行配置的过程,划分为经济系统的低层次竞争和高层次合作两个层次。运用“资源位”概念得到合作竞争机制的有关理论模型,包括竞争排斥模型、合作代替竞争排斥模型、合作竞争的数量特征模型等。开放性、非平衡性、非线性和涨落是合作竞争自组织演化的前提条件和动因。技术、知识、社会与文化、法律法规及标准是支配经济系统合作竞争自组织演化的关键序参量。
2、广电产业系统是由广电产业不同子系统(部门)和它们之间的经济关系共同构成的有机整体。广电产业系统的特征可从经济学和系统学两个角度分析,其中经济学特征主要表现为网络性、自然垄断性,系统学特征包括层次性和全息性、特征时间与特征空间、非平衡与非线性、机制与自组织等。以上特征表明了广电产业系统开展合作竞争的必要性与可行性。
根据不同的分类标准,广电产业系统具有不同的分类体系。政府、他类媒介、同类媒介、企业(广告商)、其他行业、境外媒介集团共同构成全球化背景下广电产业系统的媒介生态。广电产业系统的构成与媒介生态进一步明确了广电产业系统实施合作竞争的主体与背景。
Cooperation and Competition (Coopetition) is a new operational strategycentering on the core of complementation, the foundation of coordination and the goalof mutual benefits. Faced with the termination in the era of channel monopoly and theinnovation of transmission technology, coopetition is gradually taking the place ofcounter competition and becoming the significant choice for the TV & Radio Industryto survive and expand in the future.
Taking guidance from systems science and method from systems economics, andcombining positive analysis with normative analysis, qualitative analysis withquantitative analysis, static analysis with dynamic analysis, and induction withdeduction, the dissertation first expounds the systems economics principle ofcoopetition, setting this as a frame for analysis, and states the necessity and feasibility,the subject and background, and the type and form for the TV & Radio Industry tocarry out coopetition. Further, it vertically analyzes the self-organizing evolutionaryprocess of the TV & Radio Industry coopetition in China, including the form, path,drive of evolution, and horizontally measures the resource-niche of the TV & RadioIndustry system and the overall efficiency of coopetition in China, demonstrates theinterior relationship and influencing mechanism between the resource-niche andcoopetition, and evaluates the operation performance of coopetition in China. On sucha basis, taking reference from the related international experiences, it proposes train ofthoughts for the development of the TV & Radio Industry coopetition in China. Tomake a sum, the dissertation obtains the following primary research outcomes:
1. Market competition has experienced the evolutionary process from countercompetition to coopetition. The evolutionary process from counter competition tocoopetition reflects the generation of “systematic economic effect”. Coopetition is aresource allocation process based on complementarities, consisting of the low-levelcompetition and the high-level cooperation of economic systems. With the notion of“resource-niche”, the theoretic models of coopetition mechanism, includingcompetition repulsion model, cooperation substituting competition repulsion model,
coopetition quantity characteristic model, etc. can be achieved. Openness,non-equilibrium, non-linearity and fluctuation are the presuppositions and motives forthe self-organizing evolution of coopetition. Technology, knowledge, culture andsociety, and institutions, laws and standards are the key order parameters dominatingthe self-organizing evolution of coopetition.2. The TV & Radio Industry system is an organic integration made up from thevarious sub-sections of the TV & Radio Industry and their economic relations.Features of the TV & Radio Industry system can be illustrated from the view ofeconomics and systems science. The economic features are displayed in terms ofnetwork and natural monopoly;systemic features include hierarchy and holography,eigen-temporal scale and eigen-spatial scale, non-linearity and non-equilibrium,mechanism and self-organization, and so forth. The above features demonstrate thenecessity and feasibility of carrying out coopetition in the TV & Radio Industry.According to different classification criteria, there are different classificationsystems in the TV & Radio Industry system. Government, other media, same-typemedia, enterprises (advertisers), other industries and overseas media groups altogethermake up the media ecology for the TV & Radio Industry system under theglobalization circumstance. The composition of TV & Radio Industry system andmedia ecology further identifies the subject and background for the TV & RadioIndustry system coopetition.Starting from the media ecology of the TV & Radio Industry system, based on therelationship between different nodes on the industry chain and value chain, the TV &Radio Industry system coopetition can be classified into three basic types: horizontal,vertical and trans-industrial coopetition. Quasi-allied organization, joint enterprise,strategic alliance, media group and syndicate are the typical forms of the TV & RadioIndustry system coopetition.3. To certain extent, the industrialization of the TV & Radio Industry displays theevolutionary process of the TV & Radio Industry coopetition in China. In terms ofevolutionary form, this process manifests as the succession of “single structure –division structure – modularization structure”, i.e. the competition of wholly same andsingle structure – the competition combining horizontal division, vertical division and
mixed division – the competition featured with business modularization, competenceelements modularization and organization structure modularization. In terms ofevolutionary path, the process follows the rule of system deepening and systemwidening, which manifest as the extension of industry chain or value chain and theexpansion of across-media, across-region, and across-industry respectively in theprocess of coopetition. In terms of evolutionary drive, this process reflects thetransition of dominating order parameters, i.e. the succession process of primary,intermediate, advanced and symbiotic order parameters.4. According to the mechanism and models of coopetition, taking the contentresource-niche of different level TV media as examples, the resource-niche of the TV& Radio Industry system in China is measured with mathematical methods, on whichbasis, the internal relationship between and influencing mechanism of the TV &Radio Industry system's (including the sub-systems') resource-niche and the TV &Radio Industry coopetition have been studied. The finding shows that the contentresource-niche breadth reflects the market structure of different level TV mediacoopetition;the content resource-niche overlapping value (competition coefficient)reflects the general situation of different level TV media competition;and the contentresource-niche depth (the specialization degree of the resource-niche) reflects thedirections and strategies of different level TV media coopetition.Further, taking 5 listed TV & Radio corporations as a sample, the overallefficiency of the TV & Radio Industry system (including the sub-systems) coopetitionin China is examined with financial analysis. The finding displays that thecomprehensive performance of the TV & Radio Industry system coopetition isrelatively high, and the collectivized operation is highly effective;meanwhile, in viewof the relevant relationship between coopetition type and coopetition performance, thehorizontal coopetition performance is rather stable with a rising tendency, while withthe furthering in vertical coopetition and trans-industrial coopetition, itscomprehensive performance appears to be unstable even with a declining tendency;inaddition, in view of the industry chain, the overall performance of platform operationsystem is generally higher than that of content production system and contentintegration system. Certainly, it is necessary to take influencing factors like policy,
advertisement earning and affiliated transactions into consideration when drawing theabove conclusions. At the same time, attentions should be attributed to regionaldifference and some outstanding problems with internal governance and managementsystem when making evaluation on the performance of collectivized coopetition.5. Highly developed market economy and mature industrialized operation haveprovided broad background and rich content for the TV & Radio Industry coopetitionin the west countries. Viewed from specific operational experiences, the matureoperational forms include syndicate, media group, and so forth;and the typicaloperational strategies include resource-niche separation, resource-niche specialization,core resource integration, etc..6. Train of thoughts of the TV & Radio Industry coopetition in China can beillustrated into guiding principle, operational form, mechanism design, operationalstrategy and other aspects, which can be detailed as the follows:The guiding principle for the TV & Radio Industry coopetition covers two aspects.From the perspective of development, it is to facilitate the forming of dominatingorder parameters and to promote the self-organizing evolution of coopetition. Fromthe perspective of reality, it is to set up the conceiving mechanism for coopetition withthe core of resource-niche and to speed up resource integration.Suggestions to the operational form of the TV & Radio Industry coopetitioninclude: for syndicate, to carry out specialized management and market control on TVand radio programs;and for media group, to establish the internal governancestructure combining party committee leadership with corporation governancestructure, and set up the management system combining decentralized structure ofbusiness sectors with decentralized structure of holding companies. Networkorganization and enterprise ecological group are the future trends in the evolution ofthe TV & Radio Industry coopetition form. There are mutual facilitation andtransformation between them and the traditional coopetition forms;to certain extent,there even may be mutual penetration and convergence, thus making up the spiralevolutionary process of coopetition forms.With game theory and mechanism design theory, detailed train of thoughts andmethods of mechanism design for the TV & Radio Industry coopetition based on
transferable utility can be put forward. Its key notion is to build the coordinating andincentive mechanism with the core of a fair and effective profit division project and ascientific and reasonable member conduct criterion;on the basis of conforming toindividual rationality, to seek the agreement between the individual benefits and theoverall benefits of the TV & Radio Industry coopetition systems;and therefore toobtain the overall optimization of the coopetition systems.The operational strategies for the TV & Radio Industry coopetition includeresource-niche strategy and resource integration strategy. The essence ofresource-niche strategy is to utilize the particular relationships of all coopetitionparties in resource-niche to realize the goal of multi-win. It can be detailed asresource-niche separation strategy, resource-niche specialization strategy,resource-niche shift strategy, etc.. Resource integration strategy reflects the process inwhich diverse kinds of advantageous resources are scientifically integrated andrationally allocated. It covers hard, soft, and soft-hard resource integration strategies.
以系统科学思想为指导、以系统经济学理论为方法,采用实证分析与规范分析相结合、定性分析与定量分析相结合、静态分析与动态分析相结合、归纳与演绎相结合等研究方法,本文首先阐述了合作竞争的系统经济学原理,以此为框架,论述了广电产业开展合作竞争的必要性与可行性、广电产业实施合作竞争的主体与背景、类型与形式;进一步地,从纵向角度剖析了我国广电产业合作竞争的自组织演化历程,包括演化形态、演化路径、演化动力等;从横向角度计量了我国广电产业系统资源位、广电产业合作竞争的总体效率,揭示了资源位与合作竞争的内在关系、影响机制,评价了我国广电产业合作竞争的运行绩效;在此基础上,结合广电产业合作竞争的国际经验,提出我国广电产业合作竞争的发展思路。概括来说,本文取得以下初步研究成果:
1、市场竞争行为经历了由对抗性竞争到合作竞争的演进过程。由对抗性竞争向合作竞争的演进反映了“系统经济效应”的形成。合作竞争是在互补性基础上对资源进行配置的过程,划分为经济系统的低层次竞争和高层次合作两个层次。运用“资源位”概念得到合作竞争机制的有关理论模型,包括竞争排斥模型、合作代替竞争排斥模型、合作竞争的数量特征模型等。开放性、非平衡性、非线性和涨落是合作竞争自组织演化的前提条件和动因。技术、知识、社会与文化、法律法规及标准是支配经济系统合作竞争自组织演化的关键序参量。
2、广电产业系统是由广电产业不同子系统(部门)和它们之间的经济关系共同构成的有机整体。广电产业系统的特征可从经济学和系统学两个角度分析,其中经济学特征主要表现为网络性、自然垄断性,系统学特征包括层次性和全息性、特征时间与特征空间、非平衡与非线性、机制与自组织等。以上特征表明了广电产业系统开展合作竞争的必要性与可行性。
根据不同的分类标准,广电产业系统具有不同的分类体系。政府、他类媒介、同类媒介、企业(广告商)、其他行业、境外媒介集团共同构成全球化背景下广电产业系统的媒介生态。广电产业系统的构成与媒介生态进一步明确了广电产业系统实施合作竞争的主体与背景。
Cooperation and Competition (Coopetition) is a new operational strategycentering on the core of complementation, the foundation of coordination and the goalof mutual benefits. Faced with the termination in the era of channel monopoly and theinnovation of transmission technology, coopetition is gradually taking the place ofcounter competition and becoming the significant choice for the TV & Radio Industryto survive and expand in the future.
Taking guidance from systems science and method from systems economics, andcombining positive analysis with normative analysis, qualitative analysis withquantitative analysis, static analysis with dynamic analysis, and induction withdeduction, the dissertation first expounds the systems economics principle ofcoopetition, setting this as a frame for analysis, and states the necessity and feasibility,the subject and background, and the type and form for the TV & Radio Industry tocarry out coopetition. Further, it vertically analyzes the self-organizing evolutionaryprocess of the TV & Radio Industry coopetition in China, including the form, path,drive of evolution, and horizontally measures the resource-niche of the TV & RadioIndustry system and the overall efficiency of coopetition in China, demonstrates theinterior relationship and influencing mechanism between the resource-niche andcoopetition, and evaluates the operation performance of coopetition in China. On sucha basis, taking reference from the related international experiences, it proposes train ofthoughts for the development of the TV & Radio Industry coopetition in China. Tomake a sum, the dissertation obtains the following primary research outcomes:
1. Market competition has experienced the evolutionary process from countercompetition to coopetition. The evolutionary process from counter competition tocoopetition reflects the generation of “systematic economic effect”. Coopetition is aresource allocation process based on complementarities, consisting of the low-levelcompetition and the high-level cooperation of economic systems. With the notion of“resource-niche”, the theoretic models of coopetition mechanism, includingcompetition repulsion model, cooperation substituting competition repulsion model,
coopetition quantity characteristic model, etc. can be achieved. Openness,non-equilibrium, non-linearity and fluctuation are the presuppositions and motives forthe self-organizing evolution of coopetition. Technology, knowledge, culture andsociety, and institutions, laws and standards are the key order parameters dominatingthe self-organizing evolution of coopetition.2. The TV & Radio Industry system is an organic integration made up from thevarious sub-sections of the TV & Radio Industry and their economic relations.Features of the TV & Radio Industry system can be illustrated from the view ofeconomics and systems science. The economic features are displayed in terms ofnetwork and natural monopoly;systemic features include hierarchy and holography,eigen-temporal scale and eigen-spatial scale, non-linearity and non-equilibrium,mechanism and self-organization, and so forth. The above features demonstrate thenecessity and feasibility of carrying out coopetition in the TV & Radio Industry.According to different classification criteria, there are different classificationsystems in the TV & Radio Industry system. Government, other media, same-typemedia, enterprises (advertisers), other industries and overseas media groups altogethermake up the media ecology for the TV & Radio Industry system under theglobalization circumstance. The composition of TV & Radio Industry system andmedia ecology further identifies the subject and background for the TV & RadioIndustry system coopetition.Starting from the media ecology of the TV & Radio Industry system, based on therelationship between different nodes on the industry chain and value chain, the TV &Radio Industry system coopetition can be classified into three basic types: horizontal,vertical and trans-industrial coopetition. Quasi-allied organization, joint enterprise,strategic alliance, media group and syndicate are the typical forms of the TV & RadioIndustry system coopetition.3. To certain extent, the industrialization of the TV & Radio Industry displays theevolutionary process of the TV & Radio Industry coopetition in China. In terms ofevolutionary form, this process manifests as the succession of “single structure –division structure – modularization structure”, i.e. the competition of wholly same andsingle structure – the competition combining horizontal division, vertical division and
mixed division – the competition featured with business modularization, competenceelements modularization and organization structure modularization. In terms ofevolutionary path, the process follows the rule of system deepening and systemwidening, which manifest as the extension of industry chain or value chain and theexpansion of across-media, across-region, and across-industry respectively in theprocess of coopetition. In terms of evolutionary drive, this process reflects thetransition of dominating order parameters, i.e. the succession process of primary,intermediate, advanced and symbiotic order parameters.4. According to the mechanism and models of coopetition, taking the contentresource-niche of different level TV media as examples, the resource-niche of the TV& Radio Industry system in China is measured with mathematical methods, on whichbasis, the internal relationship between and influencing mechanism of the TV &Radio Industry system's (including the sub-systems') resource-niche and the TV &Radio Industry coopetition have been studied. The finding shows that the contentresource-niche breadth reflects the market structure of different level TV mediacoopetition;the content resource-niche overlapping value (competition coefficient)reflects the general situation of different level TV media competition;and the contentresource-niche depth (the specialization degree of the resource-niche) reflects thedirections and strategies of different level TV media coopetition.Further, taking 5 listed TV & Radio corporations as a sample, the overallefficiency of the TV & Radio Industry system (including the sub-systems) coopetitionin China is examined with financial analysis. The finding displays that thecomprehensive performance of the TV & Radio Industry system coopetition isrelatively high, and the collectivized operation is highly effective;meanwhile, in viewof the relevant relationship between coopetition type and coopetition performance, thehorizontal coopetition performance is rather stable with a rising tendency, while withthe furthering in vertical coopetition and trans-industrial coopetition, itscomprehensive performance appears to be unstable even with a declining tendency;inaddition, in view of the industry chain, the overall performance of platform operationsystem is generally higher than that of content production system and contentintegration system. Certainly, it is necessary to take influencing factors like policy,
advertisement earning and affiliated transactions into consideration when drawing theabove conclusions. At the same time, attentions should be attributed to regionaldifference and some outstanding problems with internal governance and managementsystem when making evaluation on the performance of collectivized coopetition.5. Highly developed market economy and mature industrialized operation haveprovided broad background and rich content for the TV & Radio Industry coopetitionin the west countries. Viewed from specific operational experiences, the matureoperational forms include syndicate, media group, and so forth;and the typicaloperational strategies include resource-niche separation, resource-niche specialization,core resource integration, etc..6. Train of thoughts of the TV & Radio Industry coopetition in China can beillustrated into guiding principle, operational form, mechanism design, operationalstrategy and other aspects, which can be detailed as the follows:The guiding principle for the TV & Radio Industry coopetition covers two aspects.From the perspective of development, it is to facilitate the forming of dominatingorder parameters and to promote the self-organizing evolution of coopetition. Fromthe perspective of reality, it is to set up the conceiving mechanism for coopetition withthe core of resource-niche and to speed up resource integration.Suggestions to the operational form of the TV & Radio Industry coopetitioninclude: for syndicate, to carry out specialized management and market control on TVand radio programs;and for media group, to establish the internal governancestructure combining party committee leadership with corporation governancestructure, and set up the management system combining decentralized structure ofbusiness sectors with decentralized structure of holding companies. Networkorganization and enterprise ecological group are the future trends in the evolution ofthe TV & Radio Industry coopetition form. There are mutual facilitation andtransformation between them and the traditional coopetition forms;to certain extent,there even may be mutual penetration and convergence, thus making up the spiralevolutionary process of coopetition forms.With game theory and mechanism design theory, detailed train of thoughts andmethods of mechanism design for the TV & Radio Industry coopetition based on
transferable utility can be put forward. Its key notion is to build the coordinating andincentive mechanism with the core of a fair and effective profit division project and ascientific and reasonable member conduct criterion;on the basis of conforming toindividual rationality, to seek the agreement between the individual benefits and theoverall benefits of the TV & Radio Industry coopetition systems;and therefore toobtain the overall optimization of the coopetition systems.The operational strategies for the TV & Radio Industry coopetition includeresource-niche strategy and resource integration strategy. The essence ofresource-niche strategy is to utilize the particular relationships of all coopetitionparties in resource-niche to realize the goal of multi-win. It can be detailed asresource-niche separation strategy, resource-niche specialization strategy,resource-niche shift strategy, etc.. Resource integration strategy reflects the process inwhich diverse kinds of advantageous resources are scientifically integrated andrationally allocated. It covers hard, soft, and soft-hard resource integration strategies.
引文
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