世界上各主要国家都在进行传媒市场政策的重建，以适应国际信息传播新秩序的发展需要。在这一进程中，中国和欧洲均对其传媒体制进行市场化改革，取得了许多成果；同时也由于原有体制的差异，从而体现出不同的特点。本文对政府与传媒的关系和市场化改革的措施与结果进行了初步的比较分析，并对中、欧在传媒产业方面的合作前景及其障碍作了研究。 All major countries in the world are rebuilding media market policies to meet the development needs of the new international information dissemination order. In this process, both China and Europe have marketized the reform of their media systems and achieved many successes. At the same time, they also have different characteristics due to the differences in the existing systems. This paper conducts a preliminary comparative analysis of the government and media relations and the measures and results of market-oriented reforms. It also studies the prospects for cooperation in the media industry between China and Europe and their obstacles.