本文選題：融媒體 + 互聯(lián)網(wǎng)��； 參考：《山東師范大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)新興媒體快速崛起,傳播出現(xiàn)了移動化、社交化、視頻化等趨勢,媒體邊界更加模糊,傳播內(nèi)容更是海量化和碎片化,傳播形態(tài)更加立體、多樣,傳統(tǒng)的媒體格局被打破,融媒體發(fā)展趨勢已經(jīng)形成。在融媒體發(fā)展趨勢下,傳統(tǒng)播出方式、收視行為都發(fā)生了變化,廣電媒體正在面臨著用戶、廣告、人才、市場份額流失等多方面的沖擊,媒體產(chǎn)業(yè)環(huán)境也被重新塑造,新的媒體產(chǎn)業(yè)鏈、價值鏈正在形成。越來越多的傳統(tǒng)媒體認識到,要想實現(xiàn)媒體產(chǎn)業(yè)經(jīng)營規(guī)模化、集約化發(fā)展,在未來媒體產(chǎn)業(yè)競爭中占據(jù)主動,必須未雨綢繆,主動擁抱互聯(lián)網(wǎng),參與媒體融合發(fā)展,完成新媒體轉(zhuǎn)型;以融媒體技術(shù)為先導(dǎo),抓住“互聯(lián)網(wǎng)+”新機遇,發(fā)揮既有內(nèi)容優(yōu)勢,做好版權(quán)和渠道開發(fā),創(chuàng)新商業(yè)模式,在優(yōu)化廣告和經(jīng)營結(jié)構(gòu)的基礎(chǔ)上不斷拓展新市場,實現(xiàn)多元化發(fā)展;借鑒國內(nèi)外優(yōu)秀媒體在產(chǎn)業(yè)發(fā)展中的經(jīng)驗,創(chuàng)新體制機制改革,建立新型傳媒集團,引入現(xiàn)代企業(yè)管理制度,強化資本運營管理和風(fēng)險防范,重視優(yōu)秀人才培養(yǎng)和引進。山東廣電作為正在向新媒體轉(zhuǎn)型的傳統(tǒng)媒體,也不可避免地經(jīng)受著盈利模式單一、線性傳播產(chǎn)業(yè)鏈被重構(gòu)帶來的系統(tǒng)性風(fēng)險,互聯(lián)網(wǎng)新興媒體倒逼其進行融合產(chǎn)業(yè)改革。本文以國內(nèi)外媒體融合以及產(chǎn)業(yè)化發(fā)展現(xiàn)狀研究為基礎(chǔ),綜合運用產(chǎn)業(yè)經(jīng)濟學(xué)、管理學(xué)等理論對山東廣電產(chǎn)業(yè)發(fā)展現(xiàn)狀以及內(nèi)部、外部環(huán)境進行結(jié)構(gòu)性分析,較為清晰地勾勒出了當(dāng)前所處的真實產(chǎn)業(yè)環(huán)境以及產(chǎn)業(yè)競爭力水平,理清了目前山東廣電在產(chǎn)業(yè)化和市場化經(jīng)營過程中遇到的難題。同時,從媒體融合的視角,在思維理念、商業(yè)模式、體制、人才及資本等方面提出了針對性策略,力求找到適合山東廣電自身的發(fā)展模式,為推動融媒體發(fā)展背景下山東廣電的產(chǎn)業(yè)化進程以及提高產(chǎn)業(yè)競爭力提供一點思路。
[Abstract]:The rapid rise of the Internet emerging media, the spread of mobile, social, video and other trends, media boundaries are more blurred, communication content is sea quantization and fragmentation, communication forms are more three-dimensional and diverse,The traditional media pattern has been broken, and the trend of media development has been formed.Under the trend of media development, the traditional broadcasting mode and the viewing behavior have all changed. The radio and television media are facing the impact of users, advertisements, talents, market share loss and so on, and the media industry environment has also been reshaped.New media industry chain, value chain is forming.More and more traditional media realize that if they want to achieve large-scale and intensive development of the media industry and take the initiative in the future media industry competition, they must plan ahead, actively embrace the Internet, and participate in the development of media integration.To complete the transformation of new media, to take the media technology as the forerunner, to seize the new opportunity of "Internet", to give full play to the advantages of existing content, to develop copyright and channel, and to innovate the business model,On the basis of optimizing advertising and management structure, we should continuously expand new markets and realize diversified development; learn from the experience of excellent domestic and foreign media in industrial development, innovate the reform of system and mechanism, and establish new media groups.Introduce modern enterprise management system, strengthen capital operation management and risk prevention, attach importance to the cultivation and introduction of outstanding talents.Shandong Radio and Television, as a traditional media that is transforming to new media, inevitably suffers from the systemic risk brought by the reconfiguration of the linear communication industry chain, and the new Internet media force it to carry out the integration industry reform.Based on the research of media integration and industrialization development at home and abroad, this paper makes a structural analysis of the present situation of Shandong radio and television industry and the internal and external environment by using the theories of industrial economics and management.It clearly outlines the real industrial environment and the level of industrial competitiveness, and clarifies the problems encountered by Shandong Radio and Television in the process of industrialization and marketization.At the same time, from the perspective of media integration, this paper puts forward targeted strategies in the aspects of thinking concept, business model, system, talent and capital, in order to find a development model suitable for Shandong Radio and Television.In order to promote the industrialization process of Shandong radio and television industry and improve the competitiveness of the industry under the background of the media development.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G229.27-F

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