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中文摘要
本文把青岛日报报业集团作为研究的重要对象，是因为我认为报业经济可
以视为媒介经济的表征。报业内部包括了完整的媒介产业链、复杂的管理结构，
凡媒介经济的规律、问题、矛盾，在报业内部都有典型而丰富的体现。此外，
中国报业在改革发展中是走在国内各类媒体的前列的，也是市场化程度最高，
市场竞争最为激烈的一个媒体种类。因而，通过对青岛日报报业集团的研究，
可以得出报纸产业发展中具有前瞻性的分析结论。本文在大量调研材料的基础
上，对青岛日报报业集团的发展现状进行了较为全面地梳理和分析，力求做到
对青岛日报报业集团的实际状况和发展思路有一个比较全面、客观、准确、系
统地认识。

文章中对于青岛日报报业集团激励机制的完善主要从三个方面给予补充，
一方面是建立现代化的法人治理结构，摒弃报业集团旧有的事业单位组织结构，
通过成立董事会，以股权形式明确法人治理内容。其次是借鉴国内其他报业集
团的产权管理形式，以委托-代理制为基本思路，通过成立报业集团资产管理公
司来实现青岛日报报业集团产权关系的理顺，第三方面是结合马斯洛需求理论，
从以人为本的角度出发，按照激励机制的不同阶段建立适合青岛日报报业集团
各个阶层的人力资本价值激励机制。

关键词 机制；激励；委托—代理理论Abstract
The thesis takes Qingdao Daily Newspapers Group(hereinafter referred to as the
Group) as the study object, as the characters of newspaper economy are very typical.
The Group has a complete industrial chain and a complex management structure. All
the laws of the mass media, problems and contradictions can be reflected inside the
newspaper industry. Therefore, through the research of the Group, the thesis will get
some proactive analysis conclusion of newspaper development. With a large number
of investigation among the Group, the author makes every effort to have a
comprehensive, objective, accurate and systematic understanding.
As the supplement for perfecting the incentive mechanism of Qingdao daily
newspaper group, I will discuss from three aspects. Firstly, establish a modern
corporate governance structure. While abolishing the old institution organization
structure , establish modern corporate governance mechanism. Secondly, by reference
to other domestic property management form of newspaper group, make entrust -
agent system as the basic train of thought. Through establishing newspaper group
asset management companies, straighten out the relationship among the daily
newspaper group property. Thirdly, considering Maslow's demand theory, from the
viewpoint of humanist, establish a suitable system of incentive mechanism for
Qingdao daily newspaper group incentives at all levels of human capital value.
Key：Mechanism、Motivation、Principal-agent Theory