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论文编号：	9883
作者编号：	1120115044
上传时间：	2017/12/26 18:53:08
中文题目：	电视媒体公司治理有效性研究 ——基于台湾电视媒体的经验分析
英文题目：	The research of TV media corperate governance effectiveness--empirical analysis based on the experience of Taiwan TV media
指导老师：	周建
中文关键字：	公司治理；电视媒体；公共利益；公司独立人格
英文关键字：	Corporate Governance；Television Media；Public Interest；Company Independent personality
中文摘要：	电视媒体是社会信息传播和民众观念塑造的重要治理机制。电视媒体公司 的公司治理，既影响到媒体公司自身的运营绩效，又影响对外传播信息质量，维 护公众利益的社会目标，从而媒体公司的公司治理有效性具备了对内公司治理 的利益优化目标，以及对外公众利益申诉目标的双重性。现有公司治理有效性评 价的研究并没有专门针对这一行业的特殊性识别公司治理机制对媒体上市公司 上述双重目标的影响。因此，本文基于电视媒体公司的公司治理的特殊作用，既 作为媒体公司自身的治理机制，又作为连接媒体公司成为外部治理质量基础，提 出了本文的研究问题，电视媒体公司治理机制基于其行业的特殊性有效性如何， 电视媒体公司需要怎样的公司治理可以促进其有效性的提升？ 在本文中，我们聚焦于公司治理的三种核心机制，股东治理，董事会治理与 经理层薪酬，结合电视媒体运营目标的特殊性，运用公司治理理论对台湾电视媒 体公司治理有效性进行了评价，在此基础上进一步基于研究了公司治理的核心 机制对电视媒体公司治理整体有效性的影响。具体而言，本文结合台湾电视媒体 治理的内部治理与外部治理机制的双重作用，以及台湾电视媒体政府主导模式、 公民社会主导模式、市场机制主导模式、混合治理模式的基本类型，以十家电视 媒体上市为样本对公司治理做了评价分析。在此基础之上，进一步分析了公司治 理三个核心机制，董事会，股东会与经理层在媒体上市公司中的不同质量对于公 司治理整体评价效果的影响。 本文选取了台湾地区 2005 年至 2016 年十家具有代表性的电视媒体企业公 司作为样本，使用多案例研究方法以及实证研究方法研究了台湾电视媒体公司 治理的有效性以及公司治理机制对媒体治理整体有效性的影响。通过多案例研 究提炼并构建了电视媒体治理评价维度，结合电视媒体治理的双重性，分为外部 治理评价和内部治理评价维度；通过纵向样本整合基础之上的面板回归，分析了 公司治理的三种核心机制，股东，董事会和经理层的治理质量对于电视媒体整体 治理绩效的影响。 本文的多案例研究结果表明，对现有台湾电视媒体公司治理从十个电视媒 体的特殊性维度评价，公司治理机制维护公众利益的与公司营业绩效或是股价 并没有直接的关联。这一结果说明，电视媒体公司治理的重要作用在于对外维护公众利益和信息的传播。从而股东和投资者以及社会公众从外部治理中获益，公 司本身并未取得经营业绩的改进。但是，电视媒体公司注重于改进董事会治理， 股东治理和经理层治理，对内可以提高公司自身的经营业绩。 本文的研究创新在于，为电视媒体公司治理的评级增加了公众责任的目标 维度，例如维权与员工参与，在此基础之上评价了媒体公司治理的维度与治理目 标之间的联系，将公司治理理论拓展到了电视媒体这一特殊领域，为公司治理评 价分析提供了电视媒体行业的参考。其次，基于电视媒体治理对内治理和对外维 护公众利益的不同角度，以及台湾电视媒体的模式类型，构建了电视媒体上市公 司的公司治理评价维度。为如何理解媒体上市公司的治理效果以及媒体公司治 理与治理绩效之间的联系提供了解释。
英文摘要：	Corporate Governance Mechanism is an overall effect. Every governing factor is influential in corporate performance. however, overuse of any single factor might not be good for corporate performance. The best and efficient corporate governance should be an organic combination of different governance factors. Meanwhile, this definition has reconfirmed the base of an effective corporate governance is value orientated. The corporate governance is a process of a series of operation, it’s ceaseless, and the system arrangement and structure mechanization are interactive and correlative. The evaluation of corporate governance effectiveness is a pursue of relative absolute value. Effective corporate governance should be an arrangement of “to reduce the cost mostly, and to raise the performance directly” system. Corporate governance is the source of corporate potential value, which will generate good expectation of performance improvement to investors. Moreover, the evaluation dimension & system based on corporate value and goal will be more convincible for corporate performance. Here I will defined corporategovernance effectiveness following: is refers to can achieved corporate governance internal governance factors (main is shareholders and shareholders will, and Board, and Manager layer, and Board of supervisors) and external governance elements(main islegal and political way, and products and factorts market competition, and company control right market, and reputation market,) all factors key function effective, and integrated play, effective reduced agent cost, to guarantee corporate performance continued constantly improve, corporate value constantly growth, strengthened corporate competition capacity and managementeffectiveness To safeguard the corporate itself and the interests of shareholders and other stakeholders and effective arrangement. The television media is an important component of civic group, has a far-reaching influence to public interests. The TV corporate governance is relevant not only to the performance of TV corporate, but also to the public interests, and has enormous implication to modern life and social education. The validation study of TV media’s corporate governance is aiming to explore a rational effective evaluation mechanismand system for TV corporate governance, to be beneficial to contemporary Chinese TV business and corporate. The establishment of company is a legal system and a mechanism of law. The company law gives company the legal person status, the company owns the independent personality legally, and has the ability to take the legal liability and right, just like the nature person. The theory of corporate governance is from the needful entrustment of legal independent corporate personality, the company’s ownership and management right are divided. A company is not owned by any person, shareholder or even the board. The system of entrustment is statutory and inevitable. A company is a fictional person without active ability, its legal rights need to be presented by the institution of shareholders、board of shareholders、directors、board of directors、 executives、board of supervisors, etc., and the legal effects belong to the company. Corporate Governance is to design an effective organization and mechanism to govern these institutions, of a legal base. Base on the independent personality of company legal person, this research aims to build-up the derivative autonomy of company personality’s independence, to clarify the conception of company self-ownership, that shareholder isn’t the owner of company legal person, it’s only the representative of owners, and both shareholders and the board are objects of corporate governance, and the board of directors and executives are critical internal issues. To evaluate the validity of corporate governance will have to proceed with the governance effectiveness of shareholders and the board. The structure of shareholders and the operation effectiveness of the board are the bases of corporate governance, and the clarification of the owner status provides the legal basis for shareholder governance. Corporate governance pursues the benefit maximization of the company, instead of the shareholders. The primary perception of shareholder governance is the conformance of company’s establishment objective. The establishment objective of a TV company is to make profit by content spreading, the shareholder is obligated to not encroach on company’s benefits, and safeguard its establishment objective. This research proposes the general framework and evaluation system of corporate governance, including: 1, theory basis, analysis of the particularity of the corporategovernance between general company and TV media; 2, theory system, utilize the theory basis, and in view of the unique social function of TV media, and the balance of interests between TV and the maximization of public interests, to constitute the theory system of corporate governance for TV media; 3, governance practice, propose specific and workable module of TV corporate governance base on the practices of TV media company; 4, governing principle, search for the feasible principle、structure and literature by way of the corporate governance between traditional company and TV media company; 5, governance performance, put forward the performance evaluation system and quantitative analysis research of TV media corporate governance, also to affirm the effective theory and practices of it. This research will present and analyze 10 typical cases of Taiwan TV business related to multiple derivation of corporate governance since 1961, to find out the significance of the cases to corporate governance, by evaluating its governance framework systematically and comparing with the governance model of NCC (National Communication Council, Taiwan); in the end, to conclude an effective and rational module for TV corporate governance to serve as reference and suggestion to the development of China TV media, and make contribution to the TV business of Chinese culture.
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