【摘要】：隨著新媒體的蓬勃發(fā)展,傳統(tǒng)電視媒體遭遇到生存發(fā)展危機(jī),而媒介融合發(fā)展正成為破解這一危機(jī)的有效路徑,同時(shí)國(guó)家也出臺(tái)政策推動(dòng)著傳統(tǒng)電視與新媒體進(jìn)行融合。不少電視媒體紛紛進(jìn)行新媒體融合實(shí)踐,雖取得一定成效,但從整個(gè)中國(guó)電視業(yè)融合發(fā)展層面而言,普遍存在著對(duì)于媒介融合認(rèn)識(shí)不清、轉(zhuǎn)型思路不清晰、推動(dòng)動(dòng)力不足等問題。湖南廣電集團(tuán)是我國(guó)較早試水媒介融合轉(zhuǎn)型發(fā)展的媒體機(jī)構(gòu),已經(jīng)逐漸摸索出一套適合自己的媒介融合路徑,并取得了不錯(cuò)的經(jīng)濟(jì)社會(huì)效益。因此,研究總結(jié)湖南廣電集團(tuán)的媒介融合實(shí)踐必然具有很強(qiáng)的現(xiàn)實(shí)指導(dǎo)意義,能為我國(guó)廣電集團(tuán)融合發(fā)展提供現(xiàn)實(shí)范例�，F(xiàn)階段國(guó)內(nèi)對(duì)于湖南廣電媒介的融合研究蔚為大觀,但大部分研究都是針對(duì)于湖南衛(wèi)視這一單一平臺(tái)的融合實(shí)踐,而缺少對(duì)于湖南廣電集團(tuán)這一宏觀集團(tuán)層面的研究。另一方面,多數(shù)研究是從某一個(gè)具體的視角進(jìn)行分析研究,如從營(yíng)銷、渠道或者是平臺(tái)等角度進(jìn)行探析,而缺乏系統(tǒng)性整體性的研究。本文上升到湖南廣電集團(tuán)這一宏觀層面探討整個(gè)集團(tuán)多種媒介形式的融合研究,同時(shí)也從內(nèi)容、渠道、營(yíng)銷、產(chǎn)業(yè)和管理五個(gè)方面來探析湖南廣電集團(tuán)的整體媒介融合發(fā)展,相對(duì)已有的研究來說,比較系統(tǒng)全面。本文共分五章。第一章為緒論,主要陳述研究目的和意義,文獻(xiàn)綜述和關(guān)鍵概念界定。第二章到第五章是文章的主體部分。主要分析了湖南廣電集團(tuán)進(jìn)行融合的背景,論述了湖南廣電集團(tuán)融合在五個(gè)層面的表現(xiàn)。接下來對(duì)湖南廣電集團(tuán)的媒介融合表現(xiàn)進(jìn)行評(píng)析,分析出其中的優(yōu)點(diǎn)和不足。最后針對(duì)湖南廣電集團(tuán)融合的不足提出策略建議。
[Abstract]:With the vigorous development of new media, the traditional TV media encounter a crisis of survival and development, and the development of media convergence is becoming an effective way to solve this crisis. At the same time, the government has also issued policies to promote the integration of traditional television and new media. Many TV media have carried out the practice of new media integration, although they have achieved certain results, but from the perspective of the integration and development of the entire Chinese television industry, there is a general lack of clear understanding of media convergence and unclear ideas for the transformation. Problems such as insufficient driving power. Hunan Radio and Television Group is a media organization in China to test the media integration and development in the early stage. It has gradually found out a suitable way for its own media integration, and has achieved good economic and social benefits. Therefore, it is of great practical significance to study and summarize the media convergence practice of Hunan Radio and Television Group, which can provide a practical example for the development of radio and television group integration in China. At present, the research on the integration of Hunan radio and television media is very popular in China, but most of the research is aimed at the integration practice of Hunan Satellite TV, which is a single platform, but the research on Hunan Radio and Television Group, a macro group, is lacking. On the other hand, most of the studies are analyzed from a specific perspective, such as marketing, channel or platform, but lack of systematic and holistic research. This paper goes up to the macro level of Hunan Radio and Television Group to discuss the integration of various media forms of the whole group. At the same time, it also analyzes the overall media integration and development of Hunan Radio and Television Group from five aspects: content, channel, marketing, industry and management. Compared with the existing research, it is more systematic and comprehensive. This paper is divided into five chapters. The first chapter is the introduction, which mainly describes the purpose and significance of the research, literature review and definition of key concepts. The second to fifth chapters are the main part of the article. This paper mainly analyzes the background of Hunan Radio and Television Group, and discusses the performance of Hunan Radio and Television Group in five aspects. Then it analyzes the performance of Hunan Radio and Television Group's media convergence, and analyzes its advantages and disadvantages. In the end, the author puts forward some suggestions for Hunan Radio and Television Group's amalgamation.
【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)】：G229.27
，

本文編號(hào)：2402129