新媒体环境下的报刊发行业转型研究

发布时间：2018-01-01 13:24

本文关键词：新媒体环境下的报刊发行业转型研究　出处：《华东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：在当下的新媒体环境中,报刊产业面临着读者大量流失,营收、利润、广告和发行量"断崖式下跌"的巨大风险。基于此背景,本文重点关注了报刊发行业的转型问题,通过文献分析与访谈,使用公开数据和对邮政发行管理人士的访谈材料,梳理了报刊发行业转型的历史经验与现实挑战,分析了当下的行业发展特点,总结了代表性企业的转型措施,归纳了发行业转型须考量的关键因素,并形成策略建议,提出了报刊发行业持续发展的可能路径。研究发现,历史上报刊发行业的转型多以弥补渠道服务不足为目的,并以经济利益驱动,同时也带来了盲目性,需要顶层设计和行业监管做好配合。而目前报刊发行工作从影响力和影响范围上受到新媒体的挑战,盈利危机已威胁到行业的生存价值与发展格局。从近十年来的数据看,受市场结构性因素与上游出版单位战略调整的影响,报刊发行市场从需求总量、周期、期印量、平均用纸量到省市级市场都呈现加速收缩趋势。国家对该行业除保持严格监管外,还支持充分竞争,并引导其向数字、复合发行业态升级。从需求端看,报刊发行仍有受众基础,传统发行机构在存量、增量和关联市场上也有发展潜力。以中国邮政的经验看,大型发行机构仍坚持报刊发行的社会效益优先,但已在传统业务中转向增量市场,并加大对数字发行产品、渠道与发行模式融合的投入。本研究认为传统发行必将升级为复合发行,但行业集中度将加深,在数字渠道上也将面临外部垄断者的挑战。传统业态转型应重视渠道服务优化与商务开发,精耕增量市场;数字发行则应加大产品研发投入,加快盈利模式创新。行业整体转型还需主管部门规划设计,并在版权保护上加以配合。如何吸取国外经验,建立成熟的报刊发行量和新媒体流量稽核机制,为行业转型与健康发展保驾护航,是值得进一步探索的研究方向。
[Abstract]:In the current new media environment, the newspaper industry is facing a huge risk of a massive loss of readers, revenue, profits, advertising and circulation "cliff fall." based on this background. This paper focuses on the issue of the transformation of the newspaper distribution industry, through literature analysis and interviews, the use of public data and postal distribution management interviews. This paper combs the historical experience and realistic challenges of newspaper distribution industry transformation, analyzes the current characteristics of industry development, summarizes the transformation measures of representative enterprises, and summarizes the key factors to be considered in the distribution industry transformation. The paper also puts forward the possible path of sustainable development of newspaper distribution industry. The study found that the transformation of newspaper distribution industry in history is to make up for the lack of channel services and driven by economic interests. At the same time, it also brings blindness, which needs the top-level design and industry supervision to cooperate well. At present, the publication of newspapers and periodicals is challenged by the new media in terms of its influence and scope of influence. The profit crisis has threatened the survival value and development pattern of the industry. From the data of recent ten years, influenced by the market structural factors and the strategic adjustment of the upstream publishing units, the newspaper distribution market is from the total demand, cycle. Print volume, the average volume of paper to the provincial and municipal markets are showing an accelerated contraction trend. In addition to maintaining strict supervision of the industry, the country also supports full competition and leads it to digital. From the demand side, the newspaper distribution still has the audience foundation, the traditional distribution organization also has the development potential in the stock, the increment and the related market. Large distribution institutions still insist on the social benefits of newspaper distribution first, but in the traditional business has shifted to the incremental market and increased digital distribution products. This study believes that the traditional distribution will be upgraded to compound distribution, but the industry concentration will deepen. In the digital channel, it will also face the challenge of the external monopolist. The traditional business transformation should pay attention to the channel service optimization and commercial development, fine farming incremental market; Digital distribution should increase product R & D investment, speed up the innovation of profit model. The overall transformation of the industry still needs the competent department planning and design, and copyright protection to cooperate. How to learn from foreign experience. It is worthy of further exploration to establish a mature circulation and new media flow audit mechanism to protect the transformation and healthy development of the industry.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.2-F

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