【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,而媒介融合發(fā)展正成為破解這一危機的有效路徑,同時國家也出臺政策推動著傳統(tǒng)電視與新媒體進行融合。不少電視媒體紛紛進行新媒體融合實踐,雖取得一定成效,但從整個中國電視業(yè)融合發(fā)展層面而言,普遍存在著對于媒介融合認識不清、轉(zhuǎn)型思路不清晰、推動動力不足等問題。湖南廣電集團是我國較早試水媒介融合轉(zhuǎn)型發(fā)展的媒體機構(gòu),已經(jīng)逐漸摸索出一套適合自己的媒介融合路徑,并取得了不錯的經(jīng)濟社會效益。因此,研究總結(jié)湖南廣電集團的媒介融合實踐必然具有很強的現(xiàn)實指導意義,能為我國廣電集團融合發(fā)展提供現(xiàn)實范例�，F(xiàn)階段國內(nèi)對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于湖南衛(wèi)視這一單一平臺的融合實踐,而缺少對于湖南廣電集團這一宏觀集團層面的研究。另一方面,多數(shù)研究是從某一個具體的視角進行分析研究,如從營銷、渠道或者是平臺等角度進行探析,而缺乏系統(tǒng)性整體性的研究。本文上升到湖南廣電集團這一宏觀層面探討整個集團多種媒介形式的融合研究,同時也從內(nèi)容、渠道、營銷、產(chǎn)業(yè)和管理五個方面來探析湖南廣電集團的整體媒介融合發(fā)展,相對已有的研究來說,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,文獻綜述和關鍵概念界定。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進行融合的背景,論述了湖南廣電集團融合在五個層面的表現(xiàn)。接下來對湖南廣電集團的媒介融合表現(xiàn)進行評析,分析出其中的優(yōu)點和不足。最后針對湖南廣電集團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.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G229.27
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本文編號：2402129