【摘要】：隨著社會經(jīng)濟和媒介技術(shù)的發(fā)展，媒介融合成為傳媒產(chǎn)業(yè)發(fā)展方向。在傳媒產(chǎn)業(yè)內(nèi)部，媒介之間既沖突又滲透，既因內(nèi)容同質(zhì)而相互替代，，也因技術(shù)依賴而相互促進。論文以傳媒產(chǎn)業(yè)內(nèi)部各子產(chǎn)業(yè)的相互依存關(guān)系為研究對象，系統(tǒng)梳理了傳媒產(chǎn)業(yè)各子產(chǎn)業(yè)的價值鏈構(gòu)成，并以生產(chǎn)能力和盈利能力為出發(fā)點，探討了傳媒產(chǎn)業(yè)各子產(chǎn)業(yè)價值鏈上的關(guān)鍵環(huán)節(jié)，由此選取了衡量價值鏈關(guān)鍵環(huán)節(jié)發(fā)展的定量指標，收集并整理相關(guān)數(shù)據(jù)，進行關(guān)聯(lián)分析，并依據(jù)相關(guān)分析的結(jié)果，探討傳媒產(chǎn)業(yè)各子產(chǎn)業(yè)間的依賴程度和影響關(guān)系。具體來說，論文以1995年至2011年報紙、圖書、電視和網(wǎng)絡產(chǎn)業(yè)價值鏈上關(guān)鍵環(huán)節(jié)的發(fā)展數(shù)據(jù)為樣本，通過兩兩數(shù)據(jù)對應關(guān)聯(lián)分析，得到了以下結(jié)果：（1）同一媒介形態(tài)內(nèi)，各關(guān)鍵環(huán)節(jié)基本都存在依存關(guān)系，其中報紙和電視產(chǎn)業(yè)內(nèi)部依存發(fā)展最為顯著，圖書產(chǎn)業(yè)內(nèi)部依存度相對較低；（2）不同媒介形態(tài)之間存在多種不同程度的依存關(guān)系，其中報紙廣告、圖書出版與電視產(chǎn)業(yè)，報紙印刷、報紙廣告、圖書發(fā)行與網(wǎng)絡產(chǎn)業(yè)，以及電視與網(wǎng)絡產(chǎn)業(yè)之間的依存最為顯著�；谏鲜鲅芯拷Y(jié)果，本文認為必須高度重視媒介融合趨勢下傳媒產(chǎn)業(yè)內(nèi)部的依存，合理配置資源，促進媒介產(chǎn)業(yè)價值鏈良性發(fā)展；同時也必須高度重視傳統(tǒng)媒體與新媒體之間的內(nèi)容依存關(guān)系，實現(xiàn)優(yōu)勢資源互補，從而共同發(fā)展；另外還應充分利用傳統(tǒng)媒體對新媒體的技術(shù)依存關(guān)系，實現(xiàn)互動傳播，達到更好的傳播效果。論文的研究旨在為新形勢下中國傳媒產(chǎn)業(yè)的發(fā)展提供理論依據(jù)。
[Abstract]:With the development of the social economy and the media technology, the media integration becomes the developing direction of the media industry. In the media industry, the media have both conflict and penetration, which are mutually substitutable and mutually reinforcing by technological dependence. Based on the interdependency of each sub-industry in the media industry, the paper analyzes the composition of the value chain of each sub-industry of the media industry, and takes the production capacity and the profitability as the starting point, and discusses the key links in the value chain of each sub-industry of the media industry. This paper selects the quantitative index to measure the key link development of the value chain, collects and arranges the relevant data, carries on the correlation analysis, and discusses the dependence degree and the influence relation of the sub-industry of the media industry according to the result of the relevant analysis. in particular, that pap takes the development data of the key link in the value chain of the newspaper, book, television and network industry from 1995 to 2011 as a sample, and through the correlation analysis of the two data, the following results are obtained: (1) in the same medium form, each key link basically has a dependency relationship, in which, the internal dependency of the newspaper and the TV industry is the most remarkable, the inside of the book industry is relatively low; (2) there are many different degrees of dependency among different media forms, among which newspaper and newspaper advertising, book publishing and television industry, newspaper printing, newspaper advertisement, The relationship between the distribution of books and the network industry, and between the television and the network industry is the most significant. Based on the results of the above research, this paper believes that it is necessary to attach great importance to the dependence of the media industry in the media integration trend, to allocate the resources reasonably and to promote the benign development of the value chain of the media industry, and also to pay great attention to the relationship between the traditional media and the new media. In addition, that technical dependence of the traditional media on the new media can be fully utilized, and the interactive communication can be realized, and the better propagation effect is achieved. The purpose of this paper is to provide a theoretical basis for the development of Chinese media industry under the new situation.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G206-F

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