大陸報業經營制度改革－制度變遷理論的觀點

Abstract

大陸報業經營制度從過去供給制辦報模式，到試行「事業單位、企業化管理」的經營方針。大體上，改革的路徑是沿著恢復廣告、自辦發行、增張擴版、兼辦市民報、組建報業集團以及吸收業外資本逐步邁進。本文從新制度主義的制度變遷理論，指出大陸報業經營制度改革是由一些創新集團，在評估預期收益大於所需成本後，自發地主導；至於作為報社所有者的國家，外在評估於已有利後，加以同意、承認甚至鼓勵。這使得改革的路徑依循邊際調整與利益最大化原則，從恢復廣告，逐步推進到吸收業外資本。

The management institutions in China`s newspaper industry are now making a transition from a ”provising system” to a ”non-profit (shiye) media organizations operating as profit-making (qiye) media organizations.” In general, reform has moved step by step from re-carrying advertisement, offering extra pages and editions, establishing spinoff mass-appeal papers, and formatting press conglomeration to absorbing private capitals. By applying the institutional change approach, this paper points out that the reform was initiated automatically by primary action groups after evaluating costs and benefits. As a newspaper owner, the state consents, even encourages the same things as primary action groups have. Thus, reform has followed a succession of marginal adjustment and the rule of maximization of profits, i.e. from re-carrying advertisement to absorbing private capitals.