中国期刊在三网融合背景下的发展研究

发布时间：2018-03-05 16:13

本文选题：三网融合　切入点：中国期刊　出处：《南昌大学》2012年硕士论文　论文类型：学位论文

【摘要】：三网融合于1998年提出概念,2010年政策破冰,提出电信网、广播电视网和互联网融合发展,再到试点城市名单的公布以及推广,以及广电和电信双向进入试点。缘于信息技术产业突飞发展的三网融合,已经将这种影响扩散到许多产业,对传媒业的影响也很深远。在传统媒体中,中国期刊业是与报纸、广播电视并驾齐驱,作为传统媒体代表的“四驾马车”。中国出版物的新生代对推动传媒与社会发展发挥了不小的作用,是研究传统媒体不可忽略的一部分。而今在三网融合的新阶段,中国传统媒体尤其是期刊该如何应对其发展是本文的主要关注点。在本文中,选取中国期刊作为重点对象,客观分析了传统期刊在当今社会的地位及角色,以及中国期刊的现存问题。深入分析了三网融合在技术上的新变化：传播渠道的延伸、多媒体业务模式的形成、市场主体及业务的融合、产业链的延伸以及终端的融合。分析在此背景下中国期刊的发展新变化,指出中国期刊在三网融合下发展面临的主要问题,并就期刊实现跨区域、跨媒体发展,对受众进行准确定位、转换版式思维设计等方向问题提出对策,以及期刊在营销推广上探索如何和其他产业链的各层进行合作,实行全方位营销策略,打造独特的品牌吸引力,对实践起到了一定的指导性与释疑解惑的作用。
[Abstract]:The concept of triple play was put forward in 1998, the policy broke the ice in 2010, and the convergence and development of telecommunication network, radio and television network and Internet were proposed, and then the publication and promotion of the list of pilot cities. Due to the rapid development of the information technology industry, the integration of the three nets has spread this influence to many industries, and the influence on the media industry is also very profound. In the traditional media, the Chinese periodical industry has kept pace with newspapers, radio and television. As a representative of the traditional media, the "Troika". The new generation of Chinese publications has played a significant role in promoting media and social development. Now in the new stage of the integration of three networks, the main focus of this paper is how to deal with the development of Chinese traditional media, especially periodicals. In this paper, we select Chinese periodicals as the key objects, and objectively analyze the status and role of traditional periodicals in today's society. As well as the existing problems of Chinese periodicals. This paper deeply analyzes the new technological changes in the integration of three networks: the extension of communication channels, the formation of multimedia business model, the integration of market subjects and business, This paper analyzes the new changes of the development of Chinese periodicals under this background, points out the main problems faced by the development of Chinese periodicals under the condition of the integration of three networks, and realizes the cross-regional and cross-media development of the periodicals. This paper puts forward some countermeasures for the orientation of the audience, the transformation of the pattern of thinking design and so on, and explores how to cooperate with the various levels of other industrial chains in the marketing promotion of periodicals, so as to carry out the omnidirectional marketing strategy to create unique brand attractiveness. To practice has played a certain role of guidance and resolution of doubt and confusion.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G237.5-F

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