【摘要】：如今，，隨著撲面而來的媒體融合趨勢，面對日新月異的產(chǎn)業(yè)環(huán)境，整個媒體格局被改變被重塑，呈現(xiàn)出用戶信息消費的碎片化、內(nèi)容傳播的多媒介化、傳播效果的疊加化以及產(chǎn)業(yè)發(fā)展的跨界化。在新的媒介環(huán)境中，廣電媒體從內(nèi)容到終端的傳播產(chǎn)業(yè)鏈被重構(gòu)，面臨著前所未有的挑戰(zhàn)，橫向媒體業(yè)態(tài)之間縱向各層級媒體之間對受眾、廣告收入、人才、平臺以及市場份額的爭奪愈演愈烈。媒體融合趨勢下媒介市場的激烈競爭，倒逼著廣電媒體的內(nèi)生性增長和外延式的擴張。此時，作為我國媒體版圖中不可或缺的城市力量，城市廣電媒體面對這百舸爭流不進則退的發(fā)展態(tài)勢，面對市場份額的日益縮減和利潤空間的逐漸壓縮，產(chǎn)業(yè)發(fā)展與變革成為其在媒介市場中參與競爭的最終砝碼。本文以我國城市廣電媒體的歷史沿革與新的媒介環(huán)境下的發(fā)展現(xiàn)狀為基礎(chǔ)，通過媒介管理學相關(guān)理論對其產(chǎn)業(yè)發(fā)展的外部環(huán)境與內(nèi)部條件進行剖析，呈現(xiàn)出城市廣電媒體應(yīng)對挑戰(zhàn)，進行市場化、產(chǎn)業(yè)化發(fā)展的現(xiàn)實環(huán)境和具備的可能性。并試圖從媒介產(chǎn)業(yè)發(fā)展的理念轉(zhuǎn)變、體制創(chuàng)新、資本運作、人才培養(yǎng)以及盈利模式升級等方面探討出城市廣電媒體產(chǎn)業(yè)發(fā)展的路徑，以期為媒體融合趨勢下正在探索產(chǎn)業(yè)轉(zhuǎn)型升級的城市廣電媒體提供一個可供借鑒的發(fā)展思路。
[Abstract]:Nowadays, with the trend of media integration, in the face of the ever-changing industrial environment, the whole media pattern has been reshaped, showing the fragmentation of user information consumption, the multi-media of content communication, the superposition of communication effects and the cross-boundary of industrial development. In the new media environment, the communication industry chain of radio and television media from content to terminal has been reconstructed, which is facing unprecedented challenges. The competition for audience, advertising income, talents, platform and market share between the vertical levels of media between horizontal media formats is becoming more and more fierce. Under the trend of media integration, the fierce competition of media market forces the endophytic growth and extension expansion of radio and television media. At this time, as an indispensable urban force in the media territory of our country, the urban radio and television media has become the final weight to participate in the competition in the media market in the face of the development trend that the market share is shrinking day by day and the profit space is gradually compressed. Based on the historical evolution of urban radio and television media in China and the present situation of development under the new media environment, this paper analyzes the external environment and internal conditions of its industrial development through the relevant theories of media management, and presents the realistic environment and possibility of urban radio and television media to meet the challenges, carry out marketization and industrialization development. This paper also tries to explore the path of the development of urban radio and television media industry from the aspects of concept transformation, system innovation, capital operation, talent training and profit model upgrading, so as to provide a useful development idea for the urban radio and television media which is exploring the transformation and upgrading of the industry under the trend of media integration.
【學位授予單位】：浙江傳媒學院
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G229.2-F

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本文編號：2507921