本文選題：小眾傳播　切入點(diǎn)：內(nèi)容產(chǎn)品　出處：《山東社會(huì)科學(xué)》2017年08期 　論文類型：期刊論文

【摘要】：大眾傳播還在,但大眾傳媒正在消逝。但關(guān)于媒介發(fā)展的討論仍然在"如何最大限度獲取受眾"層面,其根本原因在于,尚未有成熟的、可以取代延續(xù)近兩百年的"受眾換廣告"的商業(yè)模式之前,傳統(tǒng)媒介的存量資源面臨適應(yīng)新傳播環(huán)境而繼續(xù)發(fā)展的壓力。本文嘗試在引入小眾傳播思路的基礎(chǔ)上,結(jié)合營銷學(xué)上的"快速消費(fèi)品"與"耐用消費(fèi)品"概念,打破傳統(tǒng)的媒介按形態(tài)分類的思維,提供一個(gè)信息消費(fèi)圖譜的視角,從受眾(大眾-小眾)和消費(fèi)形態(tài)(快消-耐消)兩個(gè)維度構(gòu)成的四象限中重新定位媒介,并以代表性媒體的轉(zhuǎn)型案例來分析不同象限中不同媒介產(chǎn)品的價(jià)值與商業(yè)模式,以期對傳統(tǒng)媒介的繼續(xù)發(fā)展和新媒介的市場定位提供創(chuàng)新思路。
[Abstract]:Mass communication is still there, but mass media is disappearing. But the discussion about media development is still at the "how to maximize audience" dimension, and the root reason is that there is not yet a mature one. Before replacing the business model of "audience for advertisement", which lasted for nearly 200 years, the stock resources of traditional media are under pressure to adapt to the new communication environment and continue to develop. Combining the concepts of "fast moving consumer goods" and "consumer durable goods" in marketing, this paper breaks down the traditional thinking of classifying media by form, and provides a visual angle of information consumption map. This paper relocates the media from the four quadrants of the audience (mass-minority) and the consumption pattern (fast-elimination), and analyzes the value and business model of different media products in different quadrants by the transformation cases of representative media. In order to provide innovative ideas for the continuous development of traditional media and the market positioning of new media.
【作者單位】： 中國人民大學(xué)新聞學(xué)院;北京師范大學(xué)新聞傳播學(xué)院;
【分類號】：G206
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本文編號：1590511