In 1996, the Newspaper and Publication Bureau under the China State Council had approved the Guangzhou Daily to develop itself as China ’s first press conglomeration. The purpose of formating of press conglomeration for China authorities is to transform the Chinese press from crudeness to a state of sophistication marked by being capital-intensive enterprises, unloading part of state ’s financial burdens and consolidating propaganda standards. Being definitely regarded as "non-profit（shiye）media organizations but to operate as profit-making（qiye）enterprises", the China press conglomeration occurred the same organizational behavior in China stated-owned enterprises. It means that, under the long chin of "trust-agency", the China press conglomeration arises the problem of incentive incomptibility, information asymmetry and liability disporportionality between the owner, i.e. the state and the managers, i.e. the press conglomeration. In short, owing to the incentive incomptibility, information asymmetry and liability disporportionality, the manager, i.e. the press conglomeration has the incentive to engage in self-profit opportunistic behavior that beneift the manager at the expense of the owner.
中文關鍵詞
代理理論，報業集團，自利的機會主義行為
英文關鍵詞
theory of agent, press conglomeration, self-profit opportunistic behavior