“中南传媒”旗下传统出版企业新媒体传播研究
发布时间：2019-03-27 07:58
【摘要】：随着互联网时代的到来,数字出版日渐抢占了传统出版行业的市场,以销售纸质书为主的传统出版企业的市场需求开始出现下滑,发展速度逐年放缓。传统出版企业急需寻找到一种突破当前困境的方式,而新媒体的出现给传统出版企业带来了转机。传统出版企业通过新媒体传播,能够不断增强企业的知名度和影响力,提升业务水平,获得经济效益,进而打破目前发展迟缓的格局。传统出版企业与新媒体融合是时代发展的需要,也是传统出版企业走向新生的路径。中南出版传媒集团(简称“中南传媒”)在全球出版企业排名中位居第六,在国内有较强的品牌实力和传播影响力。通过选择“中南传媒”作为研究对象,对旗下9家传统出版企业的主流新媒体平台进行分析,探讨其新媒体传播的发展现状,并对将来新媒体运营提供建议。从目前所了解的现状看,“中南传媒”旗下传统出版企业微博、微信公众号、官方网站开通率高,只有网络社区开通情况不佳。不过,“中南传媒”旗下传统出版企业新媒体平台在运营过程中都或多或少存在一定的问题。比如在微博平台中,出版企业存在粉丝数量差距明显、发布时间无规律、形式与内容同质化等问题。在微信公众平台中,出版企业积极运作与消极运作两级分化,但是发布的内容都存在受众反馈率低的问题,公众号与用户之间的关系“淡漠”,传播影响力十分有限。在官方网站中,出版企业的手机端官网建设还不甚完善,而PC端官网则出现网站结构没有得到优化、网站页面细节处理欠佳的问题。在网络社区中,出版企业豆瓣网和百度贴吧的管理相对混乱,管理制度上都还有较大的上升空间。总之,“中南传媒”旗下传统出版企业新媒体平台运营过程中出现了一系列问题,主要还是在于出版企业自身新媒体传播意识不强,没有正视新媒体传播为传统出版企业带来的影响,更没有主动寻求与新媒体融合的发展之路。为了推动“中南传媒”旗下传统出版企业新媒体平台进一步走向成熟,出版企业自身需要及时调整发展战略,增强新媒体传播的意识,主动寻求与新媒体的融合之路,不断提高企业新媒体平台的运营管理水平,以适应现代市场竞争的需要。
[Abstract]:With the advent of the Internet era, digital publishing has gradually seized the market of the traditional publishing industry, and the market demand of the traditional publishing enterprises, which mainly sells paper books, has begun to decline, and the development speed has slowed down year by year. The traditional publishing enterprises urgently need to find a way to break through the current predicament, and the emergence of new media brings a turning point for the traditional publishing enterprises. Traditional publishing enterprises can continuously enhance their popularity and influence, improve their business level and obtain economic benefits through new media dissemination, thus breaking the current pattern of slow development. The integration of traditional publishing enterprises and new media is not only the need of the development of the times, but also the new path of the traditional publishing enterprises. The Central South Publishing Media Group (hereinafter referred to as "Central South Media") ranks sixth in the global publishing industry, and has strong brand strength and dissemination influence in China. Through selecting "Central and South Media" as the research object, this paper analyzes the mainstream new media platform of 9 traditional publishing enterprises, probes into the present situation of its new media communication, and provides some suggestions for the future operation of new media. According to the current situation, the traditional publishing company Weibo, WeChat official account, official website of Zhongnan Media has a high rate of opening, only the network community is not well opened. However, there are more or less some problems in the operation of the new media platform of the traditional publishing enterprise of Central South Media. For example, in Weibo platform, there are obvious differences in the number of fans in publishing enterprises, irregular release time, and homogenization of form and content. In the public platform of WeChat, publishing enterprises are divided into two levels: active operation and negative operation, but the content published has the problem of low audience feedback rate, the relationship between public accounts and users is "indifferent", and the influence of dissemination is very limited. In the official website, the construction of mobile phone terminal website in publishing enterprises is not perfect, while the PC terminal website has not been optimized, and the details of the website page are not well dealt with. In the network community, the management of Douban and Baidu Tieba, a publishing enterprise, is relatively chaotic, and there is still room for improvement in the management system. In a word, a series of problems have arisen in the operation of the new media platform of the traditional publishing enterprise of Central and South Media, mainly because of the lack of awareness of the dissemination of the new media by the publishing enterprises themselves. It does not face up to the impact of new media communication on traditional publishing enterprises, and does not actively seek the development of integration with new media. In order to promote the new media platform of traditional publishing enterprises owned by Central and South Media to become more mature, publishing enterprises themselves need to adjust their development strategies in time, enhance their awareness of new media dissemination, and actively seek a road of integration with new media. Continuously improve the operation and management level of enterprise new media platform to meet the needs of modern market competition.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
本文编号：2448015
[Abstract]:With the advent of the Internet era, digital publishing has gradually seized the market of the traditional publishing industry, and the market demand of the traditional publishing enterprises, which mainly sells paper books, has begun to decline, and the development speed has slowed down year by year. The traditional publishing enterprises urgently need to find a way to break through the current predicament, and the emergence of new media brings a turning point for the traditional publishing enterprises. Traditional publishing enterprises can continuously enhance their popularity and influence, improve their business level and obtain economic benefits through new media dissemination, thus breaking the current pattern of slow development. The integration of traditional publishing enterprises and new media is not only the need of the development of the times, but also the new path of the traditional publishing enterprises. The Central South Publishing Media Group (hereinafter referred to as "Central South Media") ranks sixth in the global publishing industry, and has strong brand strength and dissemination influence in China. Through selecting "Central and South Media" as the research object, this paper analyzes the mainstream new media platform of 9 traditional publishing enterprises, probes into the present situation of its new media communication, and provides some suggestions for the future operation of new media. According to the current situation, the traditional publishing company Weibo, WeChat official account, official website of Zhongnan Media has a high rate of opening, only the network community is not well opened. However, there are more or less some problems in the operation of the new media platform of the traditional publishing enterprise of Central South Media. For example, in Weibo platform, there are obvious differences in the number of fans in publishing enterprises, irregular release time, and homogenization of form and content. In the public platform of WeChat, publishing enterprises are divided into two levels: active operation and negative operation, but the content published has the problem of low audience feedback rate, the relationship between public accounts and users is "indifferent", and the influence of dissemination is very limited. In the official website, the construction of mobile phone terminal website in publishing enterprises is not perfect, while the PC terminal website has not been optimized, and the details of the website page are not well dealt with. In the network community, the management of Douban and Baidu Tieba, a publishing enterprise, is relatively chaotic, and there is still room for improvement in the management system. In a word, a series of problems have arisen in the operation of the new media platform of the traditional publishing enterprise of Central and South Media, mainly because of the lack of awareness of the dissemination of the new media by the publishing enterprises themselves. It does not face up to the impact of new media communication on traditional publishing enterprises, and does not actively seek the development of integration with new media. In order to promote the new media platform of traditional publishing enterprises owned by Central and South Media to become more mature, publishing enterprises themselves need to adjust their development strategies in time, enhance their awareness of new media dissemination, and actively seek a road of integration with new media. Continuously improve the operation and management level of enterprise new media platform to meet the needs of modern market competition.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
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