媒介谱系的重构:价值维度与商业模式的四象限法则

发布时间：2018-03-09 22:16

  本文选题：小众传播　切入点：内容产品　出处：《山东社会科学》2017年08期 　论文类型：期刊论文

【摘要】：大众传播还在,但大众传媒正在消逝。但关于媒介发展的讨论仍然在"如何最大限度获取受众"层面,其根本原因在于,尚未有成熟的、可以取代延续近两百年的"受众换广告"的商业模式之前,传统媒介的存量资源面临适应新传播环境而继续发展的压力。本文尝试在引入小众传播思路的基础上,结合营销学上的"快速消费品"与"耐用消费品"概念,打破传统的媒介按形态分类的思维,提供一个信息消费图谱的视角,从受众(大众-小众)和消费形态(快消-耐消)两个维度构成的四象限中重新定位媒介,并以代表性媒体的转型案例来分析不同象限中不同媒介产品的价值与商业模式,以期对传统媒介的继续发展和新媒介的市场定位提供创新思路。
[Abstract]:Mass communication is still there, but mass media is disappearing. But the discussion about media development is still at the "how to maximize audience" dimension, and the root reason is that there is not yet a mature one. Before replacing the business model of "audience for advertisement", which lasted for nearly 200 years, the stock resources of traditional media are under pressure to adapt to the new communication environment and continue to develop. Combining the concepts of "fast moving consumer goods" and "consumer durable goods" in marketing, this paper breaks down the traditional thinking of classifying media by form, and provides a visual angle of information consumption map. This paper relocates the media from the four quadrants of the audience (mass-minority) and the consumption pattern (fast-elimination), and analyzes the value and business model of different media products in different quadrants by the transformation cases of representative media. In order to provide innovative ideas for the continuous development of traditional media and the market positioning of new media.
【作者单位】： 中国人民大学新闻学院;北京师范大学新闻传播学院;
【分类号】：G206
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本文编号：1590511