基于SWOT分析的中国网络传媒产业发展策略研究

发布时间：2018-07-31 18:54

【摘要】：网络时代,公民的信息需求日趋多元化,信息传播途径也越来越多地依赖网络。网络传媒由于具有传统媒体所不具备的优势而不断受到市场的肯定和用户的青睐,其用户规模、市场规模及社会影响力持续扩大。可以说在网络时代,网络传媒在社会中扮演的角色是任何其他传统媒体所不可比拟的。网络传媒产业是传媒产业在网络时代的衍生产业,其快速健康发展能有效带动我国传媒产业的发展,对我国社会经济也有着重要的贡献。庞大的用户数量、较强的社会影响力、良好的市场前景以及国家宏观政策的倾斜,为我国网络传媒产业的发展提供了广阔的空间。但同时,我国的网络传媒产业目前处于发展的初级阶段,仍存在着一系列不容忽视的问题,这些问题成了阻碍我国网络传媒产业健康快速发展的绊脚石。本文意在通过广泛、深入的调查和学习,对我国网络传媒产业发展现状做出科学的分析、判断和价值评价,归纳出当下我国网络传媒产业所具有的内部优势、劣势以及面临的外部机遇及挑战等,并进一步提出相应的发展策略。全文一共分为六个部分。第一部分阐述了本文的研究背景以及选题的意义,简要介绍了网络媒体的兴起与发展过程,对网络传媒及网络文化产业的相关研究进行了综述,介绍了本文的研究内容和研究方法。第二部分是对网络传媒及网络传媒产业相关理论的探讨,提出了网络传媒及网络传媒产业的概念,并对网络传媒的特点进行了总结。第三部分阐述了我国网络传媒产业的组成结构,将其细分为网络新闻业、社交网络媒体业、网络报刊文学业及网络音/视频业四个领域,并探讨了各子行业的发展现状。第四部分是对中国网络传媒产业发展的SWOT分析,运用SWOT分析法对我国网络传媒产业的外部环境和内部环境等进行分析,列出我国发展网络传媒产业的优势、劣势、威胁和机遇因素。第五部分内容是根据第四部分的分析结果,总结出我国网络传媒产业发展应采取的策略。第六部分对文章的研究内容进行了总结,并提出了文章的不足之处。
[Abstract]:In the era of network, the information demand of citizens is becoming more and more diversified, and the way of information dissemination depends more and more on the network. Because of the advantages of traditional media, network media has been affirmed by the market and favored by users. The scale of users, market size and social influence continue to expand. It can be said that in the era of network, the role of network media in society is unparalleled by any other traditional media. The network media industry is the derivative industry of the media industry in the network age. Its rapid and healthy development can effectively promote the development of the media industry in our country, and it also has important contribution to the social economy of our country. The huge number of users, the strong social influence, the good market prospect and the national macroscopic policy incline, has provided the broad space for the development of the network media industry of our country. But at the same time, China's network media industry is in the primary stage of development, there are still a series of problems can not be ignored, these problems have become obstacles to the healthy and rapid development of China's network media industry. The purpose of this paper is to make a scientific analysis, judgment and evaluation of the current situation of the development of China's network media industry through extensive and in-depth investigation and study, and to conclude the internal advantages of the current network media industry in our country. Disadvantages and external opportunities and challenges, and further development strategies. The full text is divided into six parts altogether. The first part describes the research background and the significance of the topic, briefly introduces the rise and development of network media, and summarizes the related research of network media and network culture industry. The research contents and methods of this paper are introduced. The second part discusses the related theories of network media and network media industry, puts forward the concept of network media and network media industry, and summarizes the characteristics of network media. The third part describes the composition of China's network media industry, subdivides it into four areas: network news industry, social network media industry, network newspaper literature industry and network audio / video industry, and discusses the development status of each sub-industry. The fourth part is the SWOT analysis of the development of China's network media industry, using SWOT analysis to analyze the external and internal environment of China's network media industry, and list the advantages and disadvantages of the development of China's network media industry. Threats and opportunities The fifth part is based on the results of the fourth part of the analysis, summed up the development of China's network media industry should adopt strategies. The sixth part summarizes the research content of the article, and puts forward the deficiency of the article.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206-F

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