媒体融合时代下城市广电媒体产业发展研究
发布时间：2019-06-29 15:24
【摘要】：如今，，随着扑面而来的媒体融合趋势，面对日新月异的产业环境，整个媒体格局被改变被重塑，呈现出用户信息消费的碎片化、内容传播的多媒介化、传播效果的叠加化以及产业发展的跨界化。在新的媒介环境中，广电媒体从内容到终端的传播产业链被重构，面临着前所未有的挑战，横向媒体业态之间纵向各层级媒体之间对受众、广告收入、人才、平台以及市场份额的争夺愈演愈烈。媒体融合趋势下媒介市场的激烈竞争，倒逼着广电媒体的内生性增长和外延式的扩张。此时，作为我国媒体版图中不可或缺的城市力量，城市广电媒体面对这百舸争流不进则退的发展态势，面对市场份额的日益缩减和利润空间的逐渐压缩，产业发展与变革成为其在媒介市场中参与竞争的最终砝码。本文以我国城市广电媒体的历史沿革与新的媒介环境下的发展现状为基础，通过媒介管理学相关理论对其产业发展的外部环境与内部条件进行剖析，呈现出城市广电媒体应对挑战，进行市场化、产业化发展的现实环境和具备的可能性。并试图从媒介产业发展的理念转变、体制创新、资本运作、人才培养以及盈利模式升级等方面探讨出城市广电媒体产业发展的路径，以期为媒体融合趋势下正在探索产业转型升级的城市广电媒体提供一个可供借鉴的发展思路。
[Abstract]:Nowadays, with the trend of media integration, in the face of the ever-changing industrial environment, the whole media pattern has been reshaped, showing the fragmentation of user information consumption, the multi-media of content communication, the superposition of communication effects and the cross-boundary of industrial development. In the new media environment, the communication industry chain of radio and television media from content to terminal has been reconstructed, which is facing unprecedented challenges. The competition for audience, advertising income, talents, platform and market share between the vertical levels of media between horizontal media formats is becoming more and more fierce. Under the trend of media integration, the fierce competition of media market forces the endophytic growth and extension expansion of radio and television media. At this time, as an indispensable urban force in the media territory of our country, the urban radio and television media has become the final weight to participate in the competition in the media market in the face of the development trend that the market share is shrinking day by day and the profit space is gradually compressed. Based on the historical evolution of urban radio and television media in China and the present situation of development under the new media environment, this paper analyzes the external environment and internal conditions of its industrial development through the relevant theories of media management, and presents the realistic environment and possibility of urban radio and television media to meet the challenges, carry out marketization and industrialization development. This paper also tries to explore the path of the development of urban radio and television media industry from the aspects of concept transformation, system innovation, capital operation, talent training and profit model upgrading, so as to provide a useful development idea for the urban radio and television media which is exploring the transformation and upgrading of the industry under the trend of media integration.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F
[Abstract]:Nowadays, with the trend of media integration, in the face of the ever-changing industrial environment, the whole media pattern has been reshaped, showing the fragmentation of user information consumption, the multi-media of content communication, the superposition of communication effects and the cross-boundary of industrial development. In the new media environment, the communication industry chain of radio and television media from content to terminal has been reconstructed, which is facing unprecedented challenges. The competition for audience, advertising income, talents, platform and market share between the vertical levels of media between horizontal media formats is becoming more and more fierce. Under the trend of media integration, the fierce competition of media market forces the endophytic growth and extension expansion of radio and television media. At this time, as an indispensable urban force in the media territory of our country, the urban radio and television media has become the final weight to participate in the competition in the media market in the face of the development trend that the market share is shrinking day by day and the profit space is gradually compressed. Based on the historical evolution of urban radio and television media in China and the present situation of development under the new media environment, this paper analyzes the external environment and internal conditions of its industrial development through the relevant theories of media management, and presents the realistic environment and possibility of urban radio and television media to meet the challenges, carry out marketization and industrialization development. This paper also tries to explore the path of the development of urban radio and television media industry from the aspects of concept transformation, system innovation, capital operation, talent training and profit model upgrading, so as to provide a useful development idea for the urban radio and television media which is exploring the transformation and upgrading of the industry under the trend of media integration.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F
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