融媒体背景下山东广电产业发展策略研究

发布时间：2018-04-11 01:31

本文选题：融媒体 + 互联网　；参考：《山东师范大学》2017年硕士论文

【摘要】：互联网新兴媒体快速崛起,传播出现了移动化、社交化、视频化等趋势,媒体边界更加模糊,传播内容更是海量化和碎片化,传播形态更加立体、多样,传统的媒体格局被打破,融媒体发展趋势已经形成。在融媒体发展趋势下,传统播出方式、收视行为都发生了变化,广电媒体正在面临着用户、广告、人才、市场份额流失等多方面的冲击,媒体产业环境也被重新塑造,新的媒体产业链、价值链正在形成。越来越多的传统媒体认识到,要想实现媒体产业经营规模化、集约化发展,在未来媒体产业竞争中占据主动,必须未雨绸缪,主动拥抱互联网,参与媒体融合发展,完成新媒体转型;以融媒体技术为先导,抓住“互联网+”新机遇,发挥既有内容优势,做好版权和渠道开发,创新商业模式,在优化广告和经营结构的基础上不断拓展新市场,实现多元化发展;借鉴国内外优秀媒体在产业发展中的经验,创新体制机制改革,建立新型传媒集团,引入现代企业管理制度,强化资本运营管理和风险防范,重视优秀人才培养和引进。山东广电作为正在向新媒体转型的传统媒体,也不可避免地经受着盈利模式单一、线性传播产业链被重构带来的系统性风险,互联网新兴媒体倒逼其进行融合产业改革。本文以国内外媒体融合以及产业化发展现状研究为基础,综合运用产业经济学、管理学等理论对山东广电产业发展现状以及内部、外部环境进行结构性分析,较为清晰地勾勒出了当前所处的真实产业环境以及产业竞争力水平,理清了目前山东广电在产业化和市场化经营过程中遇到的难题。同时,从媒体融合的视角,在思维理念、商业模式、体制、人才及资本等方面提出了针对性策略,力求找到适合山东广电自身的发展模式,为推动融媒体发展背景下山东广电的产业化进程以及提高产业竞争力提供一点思路。
[Abstract]:The rapid rise of the Internet emerging media, the spread of mobile, social, video and other trends, media boundaries are more blurred, communication content is sea quantization and fragmentation, communication forms are more three-dimensional and diverse,The traditional media pattern has been broken, and the trend of media development has been formed.Under the trend of media development, the traditional broadcasting mode and the viewing behavior have all changed. The radio and television media are facing the impact of users, advertisements, talents, market share loss and so on, and the media industry environment has also been reshaped.New media industry chain, value chain is forming.More and more traditional media realize that if they want to achieve large-scale and intensive development of the media industry and take the initiative in the future media industry competition, they must plan ahead, actively embrace the Internet, and participate in the development of media integration.To complete the transformation of new media, to take the media technology as the forerunner, to seize the new opportunity of "Internet", to give full play to the advantages of existing content, to develop copyright and channel, and to innovate the business model,On the basis of optimizing advertising and management structure, we should continuously expand new markets and realize diversified development; learn from the experience of excellent domestic and foreign media in industrial development, innovate the reform of system and mechanism, and establish new media groups.Introduce modern enterprise management system, strengthen capital operation management and risk prevention, attach importance to the cultivation and introduction of outstanding talents.Shandong Radio and Television, as a traditional media that is transforming to new media, inevitably suffers from the systemic risk brought by the reconfiguration of the linear communication industry chain, and the new Internet media force it to carry out the integration industry reform.Based on the research of media integration and industrialization development at home and abroad, this paper makes a structural analysis of the present situation of Shandong radio and television industry and the internal and external environment by using the theories of industrial economics and management.It clearly outlines the real industrial environment and the level of industrial competitiveness, and clarifies the problems encountered by Shandong Radio and Television in the process of industrialization and marketization.At the same time, from the perspective of media integration, this paper puts forward targeted strategies in the aspects of thinking concept, business model, system, talent and capital, in order to find a development model suitable for Shandong Radio and Television.In order to promote the industrialization process of Shandong radio and television industry and improve the competitiveness of the industry under the background of the media development.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.27-F

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