本文關(guān)鍵詞： 新媒體 報(bào)業(yè) D報(bào) 發(fā)展路徑　出處：《南昌大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：D報(bào)是一家有著百年歷史的老報(bào),它以時(shí)政、財(cái)經(jīng)新聞為主,在香港、大陸及海外的百余個(gè)國(guó)家及地區(qū)的華人世界中有著較高的知名度。如今數(shù)字化媒體發(fā)展迅猛,對(duì)傳統(tǒng)報(bào)業(yè)產(chǎn)生著巨大的影響及沖擊,中國(guó)乃至世界的各大報(bào)紙的市場(chǎng)份額及營(yíng)業(yè)收入都在不斷縮減,作為報(bào)業(yè)的從業(yè)者,我們已經(jīng)看見(jiàn),報(bào)紙已不再是閱讀者們唯一重要的信息來(lái)源,不可替代性已大幅降低,傳統(tǒng)報(bào)業(yè)的優(yōu)勢(shì)正在土崩瓦解,從前的經(jīng)營(yíng)思路和商業(yè)模式也因數(shù)字化時(shí)代的來(lái)臨而被改變�？v觀國(guó)內(nèi)外各大報(bào)業(yè),都在全媒體時(shí)代的背景做出不同程度的改革。海外的有美國(guó)《紐約時(shí)報(bào)》、英國(guó)《衛(wèi)報(bào)》,國(guó)內(nèi)的有《解放日?qǐng)?bào)》、《新京報(bào)》等都是在改革的歷程中具有代表性的報(bào)業(yè)機(jī)構(gòu)。但是報(bào)業(yè)整體改革的大形式依然十分嚴(yán)峻,休刊、停刊、收入減少、利潤(rùn)負(fù)增長(zhǎng)已成為整體報(bào)業(yè)的代表性詞語(yǔ),目前形勢(shì)來(lái)看改革的多、成功的少、盈利的則少之又少。身為報(bào)業(yè)從業(yè)者,我們不禁要問(wèn),難道打敗我們的真的只是數(shù)字化渠道嗎?還是只是在這個(gè)數(shù)字化時(shí)代的背景下把我們傳統(tǒng)報(bào)業(yè)的劣勢(shì)給徹底的暴露了出來(lái),自己打敗了自己。新媒體時(shí)代的來(lái)臨,帶來(lái)的不單純只是媒介傳播途徑的改變。在這個(gè)時(shí)代,不論是傳媒也好、其他的行業(yè)也不例外,均在不同程度上受到了影響并加以改變。D報(bào)自身在數(shù)字化轉(zhuǎn)型的道路上已經(jīng)走過(guò)將近20個(gè)年頭,是香港最早開(kāi)辦網(wǎng)站的報(bào)業(yè)媒體之一,但是在目前的整體經(jīng)營(yíng)發(fā)展上與領(lǐng)先的報(bào)紙行業(yè)機(jī)構(gòu)及數(shù)字媒體行業(yè)機(jī)構(gòu)還是存在相當(dāng)?shù)牟罹?需改進(jìn)、完善之處較多,但可進(jìn)步空間巨大。網(wǎng)絡(luò)大時(shí)代更多帶來(lái)的是營(yíng)銷理念、管理方式、用人機(jī)制上發(fā)生的變化。本文先是闡述當(dāng)前較為先進(jìn)的營(yíng)銷管理理論,而后對(duì)當(dāng)前報(bào)業(yè)及D報(bào)本身現(xiàn)狀進(jìn)行分析、找出傳統(tǒng)媒體行業(yè)發(fā)展中的劣勢(shì)、弊端,再將先進(jìn)的營(yíng)銷理管理方式及用人機(jī)制與D報(bào)本身相互結(jié)合、提出優(yōu)化方案,最后對(duì)D報(bào)及整體的報(bào)業(yè)發(fā)展進(jìn)行總結(jié)并展望。
[Abstract]:D is a century-old newspaper, it is mainly political, financial news, in Hong Kong. More than 100 countries and regions in the mainland and overseas of the Chinese world has a high profile. Nowadays, the rapid development of digital media has a huge impact on the traditional newspaper industry. The market share and operating income of the major newspapers in China and the world are shrinking. As the newspaper practitioners, we have seen that newspapers are no longer the only important source of information for readers. Irreplaceable has been greatly reduced, the advantages of the traditional newspaper industry is disintegrating, the former business ideas and business models have also been changed because of the advent of the digital age. In the context of the all-media era, there have been varying degrees of reform. Overseas are the New York Times, the Guardian and the Liberation Daily at home. The Beijing News is a representative newspaper organization in the course of reform. However, the big form of the overall reform of the newspaper industry is still very severe. Negative profit growth has become a representative term of the overall newspaper industry. In the current situation, there are more reforms, less successes, and fewer profits. As a newspaper practitioner, we cannot help asking. Is it really just a digital channel that beats us? Or just in this digital era of the background of our traditional newspaper industry to the thorough exposure of their own defeat. The advent of the new media era. In this era, whether it is the media or the media, other industries are no exception. Both have been affected in varying degrees and changed. D newspaper itself has gone through nearly 20 years on the road of digital transformation and is one of the earliest newspaper media in Hong Kong to set up a website. However, there is still a considerable gap between the current overall business development and the leading newspaper industry organizations and digital media industry organizations, which need to be improved and improved. However, there is a huge room for improvement. The network era brings more changes in marketing concepts, management methods and employment mechanisms. This paper first describes the current more advanced marketing management theory. Then the paper analyzes the current situation of newspaper and D newspaper itself, finds out the disadvantages and drawbacks in the development of traditional media industry, and then combines the advanced marketing management methods and employment mechanism with D newspaper itself. Finally, the paper summarizes and prospects the development of D newspaper and the whole newspaper industry.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G219.2-F

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本文編號(hào)：1480141