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| Effectiveness of Media Convergence Management Mechanism： Based on Institution Engineering |
| WENG Xiao-feng1, ZHAO Jing-hua2 |
1.Taizhou Vocational College of Science and Technology, Taizhou Zhejiang 318020, China
2.Business School, University of Shanghai for Science and Technology, Shanghai 200093, China |
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Abstract Based on Institution Engineering， this paper analyzes the effectiveness of production and operation behaviors and mechanisms during the implementation of media convergence plans by media companies. The research shows that after the implementation of the media convergence plan， the level of effort， income and benefits of the media have been improved； the level of effort， income， and benefits of the media are positively related to the number of media participating in the media convergence plan and there is no upper limit requirement； the increase in market capacity can increase the income and benefits of the media while promoting their efforts； the income and benefits of a single media are negatively correlated with the sum of efforts of other medias. For media companies， it is beneficial to participate in media convergence， and there is no need to worry excessively about diseconomies of scale when increasing the number of participants in media convergence plans. Therefore， media companies should respond to media convergence positively， implement large-scale media convergence plans， establish a corporate development concept that combines competition and cooperation， and jointly expand the market. As for local governments， they can implement cross-regional and cross-administrative-level media integration plans by organizing medias of high homogeneity together via establishing media alliances etc. to promote the high-quality development of mainstream media.
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Received: 23 November 2020
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