本文選題：報(bào)業(yè) + 傳媒跨界��； 參考：《重慶工商大學(xué)》2017年碩士論文

【摘要】：當(dāng)今時(shí)代,互聯(lián)網(wǎng)將世界聯(lián)結(jié),正如托馬斯·弗里德曼描述的那樣——“世界是平的”,信息沒有邊界,報(bào)業(yè)的世界亦沒有邊界。層出不窮的新技術(shù)革新媒介發(fā)展,傳媒市場日新月異,報(bào)業(yè)在新媒體的沖擊下報(bào)業(yè)艱難的生存著,不斷探索自救的可行之路。在媒介融合發(fā)展到一定程度的今天,讀者的需求不僅僅是將新聞紙演化成“電子紙”的內(nèi)容承載形式,而是更加多元化的媒介形態(tài),在大環(huán)境的催生下,跨界模式應(yīng)運(yùn)而生。我國傳媒兼具意識形態(tài)和信息產(chǎn)業(yè)雙重屬性,特殊的發(fā)展環(huán)境催生了跨界思維。政策的春風(fēng)已經(jīng)來臨,媒介融合逐步成型;面對經(jīng)濟(jì)下行的壓力,報(bào)業(yè)收入出現(xiàn)“斷崖式下滑”,亟待探索多元的盈利模式;網(wǎng)絡(luò)培養(yǎng)了受眾碎片化的閱讀模式,移動端成為新聞界炙手可熱的新平臺;層出不窮的新技術(shù)為成為傳媒演化的必要條件,報(bào)紙的新聞也變得好看起來。新媒體帶來的沖擊是巨大而具有毀滅性的,高科技的研發(fā)對應(yīng)的是高成本的投入,報(bào)業(yè)面臨的不僅僅是轉(zhuǎn)型所需要付出的高昂建設(shè)費(fèi),還有多核傳播渠道造成的受眾與廣告商的注意力分流所帶來的威脅,然而,報(bào)業(yè)也應(yīng)該看到在特殊環(huán)境下的機(jī)遇,在需求多樣化的今天,跨界思維成為必然之舉,報(bào)業(yè)需要的是從內(nèi)容到渠道乃至經(jīng)營模式的升級。這個(gè)世界唯一不變的就是變化,在瞬息萬變的傳媒市場,探索經(jīng)營模式必須持續(xù)不斷的進(jìn)行,路漫漫其修遠(yuǎn)兮,對于我國傳統(tǒng)報(bào)業(yè)而言,需要適時(shí)而變,任重而道遠(yuǎn)。本文研究內(nèi)容包括對當(dāng)前報(bào)業(yè)的宏觀環(huán)境及競爭環(huán)境分析、報(bào)業(yè)跨界模式分類及典型案例以及在跨界熱潮中報(bào)業(yè)應(yīng)當(dāng)遵守的原則及可能的走向;通過對報(bào)業(yè)發(fā)展的態(tài)勢分析解讀報(bào)業(yè)選擇跨界戰(zhàn)略的動因,并將我國當(dāng)下報(bào)業(yè)市場中典型的跨界模式分析歸類,將報(bào)業(yè)跨界的主要模式分為:跨界面經(jīng)營、跨區(qū)域經(jīng)營、跨產(chǎn)業(yè)經(jīng)營三類,相應(yīng)地提出在經(jīng)濟(jì)下行倒逼轉(zhuǎn)型中的報(bào)業(yè)實(shí)施跨界戰(zhàn)略選擇的三條優(yōu)勢路徑,最后通過對報(bào)業(yè)跨界戰(zhàn)略實(shí)施的現(xiàn)狀審視跨界發(fā)展應(yīng)遵循的原則,并就當(dāng)前的發(fā)展?fàn)顩r展望報(bào)業(yè)跨界融合的未來前景。
[Abstract]:Today, the Internet connects the world, as Thomas Friedman describes it-"the world is flat," and the world of information has no boundaries, and the world of newspapers has no boundaries. With the continuous development of new technological innovation media, the media market is changing with each passing day. Under the impact of new media, the newspaper industry is struggling to survive and constantly explore the feasible way to save itself. With the development of media convergence to a certain extent, readers' demand is not only to transform newsprint into "electronic paper", but also to form more diversified media. China's media has dual attributes of ideology and information industry, and the special development environment has given birth to cross-boundary thinking. The spring wind of policy has come, the media integration has gradually taken shape; in the face of the downward pressure of the economy, the newspaper industry income has been "falling off a cliff", and it is urgent to explore a diversified profit model; the network has fostered a fragmented reading model for the audience. The mobile end has become a hot new platform for the press; new technologies are emerging to become the necessary conditions for the evolution of the media, and newspaper news has become more attractive. The impact of the new media is huge and devastating, the high-tech R & D corresponds to the high cost of investment, the newspaper industry is faced with not only the transformation of the need to pay high construction costs, There is also the threat posed by the diversion of attention between audiences and advertisers caused by multiple nuclear channels of communication. However, the newspaper industry should also see opportunities in special circumstances, and in today's time when demand is diversified, cross-border thinking becomes inevitable. What the newspaper industry needs is the upgrade from the content to the channel and even the business model. The only change in the world is the change. In the ever-changing media market, the exploration of the business model must be carried on continuously, the road is long and long, for the traditional newspaper industry of our country, it is necessary to change in time and have a long way to go. The research contents of this paper include the analysis of the present macro-environment and competitive environment of newspaper industry, the classification and typical cases of the newspaper industry's cross-border mode, and the principles and possible trends that the newspaper industry should abide by in the cross-border upsurge. Based on the situation analysis of newspaper industry development, this paper analyzes and classifies the typical cross-border mode of newspaper industry in our country, and divides the main cross-boundary mode of newspaper industry into cross-interface management and cross-regional operation. There are three kinds of cross-industry management, accordingly, the paper puts forward three advantageous paths to implement the cross-border strategy choice in the process of economic downturns, and finally examines the principles to be followed in the cross-border development by examining the present situation of the newspaper industry's cross-border strategy implementation. At the same time, the future prospect of cross-border convergence of newspaper industry is forecasted on the current development situation.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G219.2

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