转型背景下呼和浩特晚报运营战略研究

发布时间：2018-05-11 19:43

  本文选题：报业下滑 + 新媒体　； 参考：《内蒙古大学》2015年硕士论文

【摘要】：报纸作为具有百年历史的传统媒体,在其发展过程中不断发展壮大,承载着信息传递的历史使命,报纸是传统媒体中较早的传播手段,数百年以来,报纸对人类社会的文明发展做出了非常巨大的贡献,也是人们获取资讯最重要的方式之一,在没有互联网和手机的世界,人们每天从早晨开始,都会翻阅报纸以了解近期外部的资讯；那个时候,报纸可以说是传播资讯最重要的载体,但随着互联网的发展,报纸的时效性越来越受到质疑,特别是近年移动终端的发展让报纸面临着灭顶之灾。飞速发展的新媒体正在改变着传统媒体的阅读方式以及传播方式,传统媒体从内容到运营都发生着翻天覆地的变化,也让越来越多的媒体人从无所适从到无法抵抗。在互联网和移动终端的快速冲击下,报业成为最先被颠覆的行业,国内外的报业纷纷踏上转型的道路,有从生产内容入手的,也有从形式篇幅入手的,也有从印刷物流入手的,也有从广告运营入手的,但无论是哪一种转型方式,亦或是打包组合转型,转型的道路却并不一帆风顺,转型的方向依然非常的迷茫,尤其在转型的同时,还要兼顾自身的经营问题；航行中的巨轮既要选对航向,又要顾及供给问题,艰难的行程,艰难的选择。本文探讨了在转型的背景下,区域报业如何在夹击中,探索新的运营模式,深入分析和梳理了作为区域报业的转型和改革的应对策略。近两年,中国的报业经营进入了非常艰难的境地。因宏观经济增速回落加上整个传统媒体生态环境的质变,报纸运营更是雪上加霜、急转直下,唱衰声不绝于耳,中国的报业正在面临被边缘化。中国报业：转型和改革成为了主旋律,不改革只有死路一条；同时,如何突破体制和制度的禁锢,整合已有的报业资源,精简生产发行链条上的环节,开展运营上的战略转型,已经刻不容缓……
[Abstract]:As a traditional media with a history of one hundred years, newspaper has been developing continuously in the process of its development, bearing the historical mission of information transmission. Newspaper is an early means of communication in traditional media. For hundreds of years, Newspapers have made great contributions to the civilization and development of human society, and are also one of the most important ways for people to obtain information. In a world without the Internet and mobile phones, people begin every morning. At that time, newspapers could be said to be the most important carriers of information dissemination, but with the development of the Internet, the timeliness of newspapers was being questioned more and more. Especially in recent years, the development of mobile terminals makes newspapers face the disaster of extinction. The rapid development of new media is changing the way of reading and communication of traditional media. Traditional media is changing from content to operation, and more media people are unable to resist. With the rapid impact of the Internet and mobile terminals, the newspaper industry has become the first industry to be subverted. Newspapers at home and abroad have embarked on the road of transformation, starting from the production content, beginning with the form, and also starting from the printing logistics. There are also from the advertising operation, but no matter what kind of transformation, or packaging and combination transformation, the road of transformation is not smooth, the direction of transformation is still very confused, especially in the transformation at the same time, The ships must choose the right course, but also take into account the supply problem, the difficult journey, the difficult choice. This paper discusses how to explore the new operation mode of regional newspaper industry under the background of transformation, and analyzes and combs the corresponding strategies for the transformation and reform of regional newspaper industry. In the past two years, China's newspaper business has entered a very difficult situation. Due to the decline in macroeconomic growth and the qualitative change in the ecological environment of the traditional media, the operation of newspapers has become even worse. China's newspaper industry: transformation and reform have become the main melody, without reform there is only one dead end; at the same time, how to break through the system and system of imprisonment, integrate existing newspaper resources, streamline the production and distribution chain, and carry out the strategic transformation in operation. There is no time to delay.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G216.2-F
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本文编号：1875354