The media industry is the most important component of the cultural industry, including news, books, newspapers and periodicals, audio-visual products, electronic publications, radio, television, film, and the Internet and advertising in the periphery of the cultural industry. The media industry is a special industry, which has relatively good value-added and a unique profit model compared with the general cultural industry. The media industry is a rapidly developing emerging industry, with rapid changes in scale and structure. The development of China's media industry has entered the "fast lane" of large-scale development, and the rapid development of communication technology represented by the rise of the Internet and the international competition in the market pattern faced by China after joining the WTO have accelerated the development and change of China's media industry. The more than 30 years of China's reform and opening up have been more than 30 years of great achievements in various undertakings and more than 30 years of tremendous development of China's media industry. Over the past 30 years of reform and opening up, China's mass media industry and consumption have effectively promoted the reform of China's mass media system. Over the past 30 years of reform and opening up, China's media industry has made great progress: first, the total revenue of the advertising industry has continued to grow; Second, the strength of media enterprises has been continuously enhanced, and a trend of group development has emerged; Third, collectivization has developed rapidly, and more than 40 newspaper groups, more than 20 radio and television groups, more than 40 publishing groups and more than 10 distribution groups have been established. Therefore, Chinese media enterprises going global is not only a requirement for the party and the state to enhance their own soft power and seize the high ground of international public opinion, but also an objective need for media enterprises to become stronger, bigger and better. However, the future development of China's coal transfer industry faces opportunities and challenges: from the perspective of the opportunities faced, China's media industry still has a lot of room for growth. Relevant statistics show that the average number of global daily newspapers is 96 copies / thousand people, while Japan is much higher than this level, 420 copies / thousand people, the United States is also relatively high, it is 190 copies / thousand people, and China is lower than the world average, about 70 copies / thousand people. However, with the acceleration of urbanization and the increase of China's educated population in the future, China's newspaper circulation will rise. This provides great development opportunities for the development of the coal transfer industry. From the perspective of the challenges faced, with the increasing obviousness of economic globalization and regional economic integration, the entry of foreign capital into China's media industry has become a reality and has had a far-reaching impact on its development. On April 6, 2009, the State Administration of Press and Publication issued the Guiding Opinions on Further Promoting the Reform of the Press and Publication System, which clearly pointed out that "effectively absorb social capital outside the system and overseas capital, and realize business expansion, scale expansion and efficiency expansion driven by capital expansion." "The intervention of foreign capital is not only an important symptom of the internationalization of China's media industry, which is conducive to the rational allocation of news and media resources, but also has the problem of national cultural security issues in the ideological field and the competition relationship of the audience market, which requires the media research community to pay attention to and discuss the response strategy." In the face of the opportunities and challenges faced by the development of China's media industry, the development of China's media industry needs to continuously improve the performance of industrial development. Yue Peng is engaged in the teaching and research of media economics at the School of Journalism and Communication of Northwest University, and was admitted to the Western Economics major of the School of Economics and Management of Northwest University in 2005. After defending her doctoral dissertation, she expanded her research on the basis of her dissertation and formed the manuscript of the book. Reading through the manuscript, I think the manuscript has the following characteristics: 1. The perspective of the topic selection is novel. It organically combines the microeconomics market structure theory and industrial organization theory of Western economics with the media industry. On the basis of the overall analysis of the media industry, the "structure-behavior-performance" (SCP) analysis method of industrial organization theory is used to specifically evaluate the economic performance of the mass media industry, analyze the constraints affecting the improvement of the economic performance of China's mass media industry, and then explore feasible policy options to improve the economic performance of China's mass media industry. 2. Intersectionality of research methods. This manuscript comprehensively uses a variety of analytical methods to conduct research, from the perspective of economics, and comprehensively uses a variety of Western economic research methods to study the economic performance of China's mass media industry. Using institutional analysis methods, this paper studies the relationship between institutions and the economic performance of the media industry, and examines the institutional change factors affecting the performance of China's mass media industry. Using the analysis framework of "structure-behavior-performance" and the basic theories and methods of industrial economic performance evaluation, the basic ideas and evaluation indicators for evaluating the economic performance of China's mass media industry are proposed. Based on the analysis of the overall economic performance of China's mass media industry, this paper conducts in-depth and specific analysis of the economic performance of the main sub-industries of China's mass media industry, namely radio, television and newspaper industry. 3. The conclusion is innovative. Using the theory of institutional change, under the framework of "structure-behavior-performance" analysis, the important impact of the system of "first-level government and first-level media" on the market structure characteristics of China's mass media industry, the market behavior of mass media industry subjects, and the economic performance of mass media industry are clarified. Through the analysis of market structure, it is pointed out that administrative monopoly is the cause of the low economic performance of China's mass media industry, and the key to solving this contradiction is to reform the current media management system and media supervision model. At the same time, it repositioned the policy focus and supervision methods of the media management policy and regulatory system of the mass media industry. 4. Clear research framework. According to the analytical framework of "theory-practice-policy", the book studies three levels of problems: at the theoretical level, on the basis of analyzing and evaluating the current situation of media economic theory research at home and abroad, it expounds the evolutionary history of the formation and development of China's mass media industry, and discusses the internal dynamic mechanism of the development of China's mass media industry. Focusing on the "structure-behavior-performance" analysis framework, the basic framework for analyzing the economic performance of China's mass media industry is established. At the practical level, based on the "structure-behavior-performance" analysis framework, the economic performance of the main sub-industries of China's mass media industry, radio, television and newspaper industry, is analyzed in depth and in detail. Starting from the theory of market structure, the influence of the structural characteristics of perfectly competitive market and natural monopoly market on industrial economic performance is analyzed. The impact of different media monopoly markets on media behavior and its impact on social welfare is compared. At the policy level, focusing on the core of improving the economic performance of China's mass media industry, the reform ideas of industrial organization, government supervision and industrial policies to improve the economic performance of China's mass media industry are proposed. The media industry is an emerging industry. With the transformation and development of China's economy and the further improvement of the modern industrial system, there will be many urgent problems in the media industry. In recent years, there have been a few research results in this field, and this book is the better one of these research results. It is believed that the publication of this book will provide a positive role in promoting the development of China's media industry and the research of the media industry. is the order. Associate Dean, Professor, and Doctoral Supervisor, School of Economics and Management, Northwest University, Ren Baoping, February 8, 2010 at Northwest University Xincun（AI翻译）