国内报业跨界融合战略研究

发布时间：2018-05-16 19:35

本文选题：报业 + 传媒跨界　；参考：《重庆工商大学》2017年硕士论文

【摘要】：当今时代,互联网将世界联结,正如托马斯·弗里德曼描述的那样——“世界是平的”,信息没有边界,报业的世界亦没有边界。层出不穷的新技术革新媒介发展,传媒市场日新月异,报业在新媒体的冲击下报业艰难的生存着,不断探索自救的可行之路。在媒介融合发展到一定程度的今天,读者的需求不仅仅是将新闻纸演化成“电子纸”的内容承载形式,而是更加多元化的媒介形态,在大环境的催生下,跨界模式应运而生。我国传媒兼具意识形态和信息产业双重属性,特殊的发展环境催生了跨界思维。政策的春风已经来临,媒介融合逐步成型;面对经济下行的压力,报业收入出现“断崖式下滑”,亟待探索多元的盈利模式;网络培养了受众碎片化的阅读模式,移动端成为新闻界炙手可热的新平台;层出不穷的新技术为成为传媒演化的必要条件,报纸的新闻也变得好看起来。新媒体带来的冲击是巨大而具有毁灭性的,高科技的研发对应的是高成本的投入,报业面临的不仅仅是转型所需要付出的高昂建设费,还有多核传播渠道造成的受众与广告商的注意力分流所带来的威胁,然而,报业也应该看到在特殊环境下的机遇,在需求多样化的今天,跨界思维成为必然之举,报业需要的是从内容到渠道乃至经营模式的升级。这个世界唯一不变的就是变化,在瞬息万变的传媒市场,探索经营模式必须持续不断的进行,路漫漫其修远兮,对于我国传统报业而言,需要适时而变,任重而道远。本文研究内容包括对当前报业的宏观环境及竞争环境分析、报业跨界模式分类及典型案例以及在跨界热潮中报业应当遵守的原则及可能的走向;通过对报业发展的态势分析解读报业选择跨界战略的动因,并将我国当下报业市场中典型的跨界模式分析归类,将报业跨界的主要模式分为:跨界面经营、跨区域经营、跨产业经营三类,相应地提出在经济下行倒逼转型中的报业实施跨界战略选择的三条优势路径,最后通过对报业跨界战略实施的现状审视跨界发展应遵循的原则,并就当前的发展状况展望报业跨界融合的未来前景。
[Abstract]:Today, the Internet connects the world, as Thomas Friedman describes it-"the world is flat," and the world of information has no boundaries, and the world of newspapers has no boundaries. With the continuous development of new technological innovation media, the media market is changing with each passing day. Under the impact of new media, the newspaper industry is struggling to survive and constantly explore the feasible way to save itself. With the development of media convergence to a certain extent, readers' demand is not only to transform newsprint into "electronic paper", but also to form more diversified media. China's media has dual attributes of ideology and information industry, and the special development environment has given birth to cross-boundary thinking. The spring wind of policy has come, the media integration has gradually taken shape; in the face of the downward pressure of the economy, the newspaper industry income has been "falling off a cliff", and it is urgent to explore a diversified profit model; the network has fostered a fragmented reading model for the audience. The mobile end has become a hot new platform for the press; new technologies are emerging to become the necessary conditions for the evolution of the media, and newspaper news has become more attractive. The impact of the new media is huge and devastating, the high-tech R & D corresponds to the high cost of investment, the newspaper industry is faced with not only the transformation of the need to pay high construction costs, There is also the threat posed by the diversion of attention between audiences and advertisers caused by multiple nuclear channels of communication. However, the newspaper industry should also see opportunities in special circumstances, and in today's time when demand is diversified, cross-border thinking becomes inevitable. What the newspaper industry needs is the upgrade from the content to the channel and even the business model. The only change in the world is the change. In the ever-changing media market, the exploration of the business model must be carried on continuously, the road is long and long, for the traditional newspaper industry of our country, it is necessary to change in time and have a long way to go. The research contents of this paper include the analysis of the present macro-environment and competitive environment of newspaper industry, the classification and typical cases of the newspaper industry's cross-border mode, and the principles and possible trends that the newspaper industry should abide by in the cross-border upsurge. Based on the situation analysis of newspaper industry development, this paper analyzes and classifies the typical cross-border mode of newspaper industry in our country, and divides the main cross-boundary mode of newspaper industry into cross-interface management and cross-regional operation. There are three kinds of cross-industry management, accordingly, the paper puts forward three advantageous paths to implement the cross-border strategy choice in the process of economic downturns, and finally examines the principles to be followed in the cross-border development by examining the present situation of the newspaper industry's cross-border strategy implementation. At the same time, the future prospect of cross-border convergence of newspaper industry is forecasted on the current development situation.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.2

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