随着“三网”融合技术的发展，传统媒体面临着前所未有的机遇和挑战，以往各自独立的媒体出现了融合及大量新型服务。中国传媒行业做大做强，发展不同传媒产品的多元化战略及合作与兼并已成为公司发展的首选。通过选取2009-2010年八家广电类上市以司，采用行业标准分类熵指数测量方法，基于面板数据，以变截距模型探讨多元化战略与经济绩效的关系。结论显示：仅以负债的方式进入多元化，不利于经济效益的提高；广电企业应在核心产业支撑下开展有限相关化的经营战略，充分利用规模经济与范围经济提高企业绩效。%With the development of ' three- net convergence' technology, the traditional media is facing great challenges and opportunities and a convergence of previously separate media and new hybrid services emerge. China media industry is going to become stronger and bigger, corporate diversification strategy across different types of media products and mergers and co-operation becomes the first choice.
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