新闻传播学硕士论文(媒介经营管理)

我国传媒产业跨媒介经营的媒介经济学

分析

传播学专业

研究生：张增 指导老师：薛保勤 副教授 戴扬 讲师

信息技术革命已将我们带入了一个丰富多彩的信息社会，在这个社会中媒介作为信息的载体和传播平台得到了前所未有的发展。新媒介和新技术层出不穷，尤其是计算机技术、网络技术的广泛运用，深刻地改变着媒介的生存环境。媒介之间资源的相互整合、渗透，已经形成了一个无处不在、错综复杂的媒介信息传播网。新闻传播的相关研究和经验告诉我们，任何一种新兴媒介的出现都难以取代原有的媒介，因为新、旧两种媒介在自身属性上存在差异，“旧”媒介进行自我的演进和革新以适应社会的发展，而新媒介本身由于其技术上的优势会竭力整合原有媒介形态的主要优势为其所用。

所以伴随着媒介产业的进一步发展和我国媒介“市场”的解冻，媒介产业必须要根据社会发展的要求进行战略决策的调整和管理模式的转变，以广阔的视野和多元化的经营理念进行跨媒介的资源整合。传媒在社会生活中的重要性和影响力决定了传媒产业的巨大的商业价值和增值空间，从而使其容易得到资本的青睐。然而，当单一类型的媒介无法满足源源而来的巨大投资需求时，跨媒介经营就成了媒介经营的必然选择。但是，跨媒介经营的媒介要想真正做大、做强就必须在其资源整合和战略调整上遵循媒介经济学的相关规律，从而在媒介资源的最优化配置下实现媒介盈利的最大化。

本课题尝试以媒介经济学中的相关理论为支撑，通过对我国跨媒介经营的既有模式和经典案例的分析、解读，以及以媒介经济学的视角分析和整合

国外几个著名的传媒集团跨媒介经营的成功经验，以期对我国传媒产业的跨媒介经营提供一些可操作的建议。

本文共分为五部分：

第一部分为引言，阐述了该课题研究的背景和研究方法及学术界对跨媒介经营这一概念的界定。

第二部分以媒介经济学的视角分析和论述了传媒跨媒介经营的动因，指出跨媒介经营是在规模经济效益、范围经济效益、影响力经济效益驱使下的企业战略行为。

第三部分介绍了我国集团化跨媒介经营的发展历程及我国跨媒介经营的三种模式，并分别以“第一财经”、分众传媒和北青传媒的跨媒介经营为例，进行媒介经济学语境下的分析和解读。

第四部分介绍了国外传媒集团的跨媒介经营实践及几家著名的跨国传媒集团的发展现状，并在我国传媒产业的市场语境下对这些国际著名跨国传媒集团的跨媒介经营的有益经验进行总结和分析，以期实现为我国传媒企业跨媒介经营献计之目的。

第五部分为结语部分。对本课题的研究做收尾性的总结，指出我国传媒跨媒介经营需注意的三个事项及笔者对这一课题的后续性研究抱有的期望。

关键词：传媒 媒介经济学 跨媒介经营 策略

With media economic perspective to study Chinese media industry across media management

Major: Communication

M.A.Candidate:DaiJnig SuPevrisor: Xue baoqin

Information technology revolution has brought us into a colorful information society, in this society media as information carrier and communication platform under unprecedented development. The new medium and new technologies emerge in endlessly, especially computer technology, network technology and extensive application, profoundly changes media's living environment. Media between integrated, seepage of resources, and has formed a everywhere, intricate media information spread nets. The news spread the related research and

experience tells us, a kind of any emerging media were hard to replace the original appearance of the media, because the new and old two media in its own attribute differences, "old" media undertake ego evolution and innovation to adapt to the development of the society, and the new media itself because of its technical

advantages will be tried to integrate existing media form the major advantages for its use.

So with the further development of media industry and China's media "the market" the thawing, media industry must according to the demand of social development for strategic decision of adjustment and the management pattern of change, with broad vision and persified management idea for cross media resources integration. The media in social life determines the importance and influence of media industry huge commercial value and value-added space,

making it easy to get the favour of capital. However, when a single type of media cannot satisfy to follow the huge investment demand, cross media management became the inevitable choice of media management. But, cross media

management of media to truly bigger and stronger must be in its resource integration and strategic adjustment of related laws follow media economic,

thereby in media resources optimization allocation of realizing the maximization of profit media.

This topic try with media and relevant theories of economics for support, based on the existing across media management mode and classical case analysis and interpretation, and to media economic perspective analysis and integration of several famous foreign media group cross media management of successful experience, in order to Chinese media industry across media management to provide some operable Suggestions.

This paper is pided into five parts:

The first part is introduction, this paper discusses the research background and research methods and academic circles to cross media management this concept definition.

The second part with media economic perspective analyzed and discussed the media across media management, and points out that the drivers across media management is in scale economic benefit, scope economic benefit, influence economic benefits are driven by the enterprise strategic behavior.

The third part in China are introduced collectivization cross media

management development course and across media management in China three modes, and subjected to the first financial "and points the media and north green media across media management as an example, the context for media economic analysis and interpretation.

The fourth part introduces foreign media group across media management practice and several famous transnational media group development present

situation, and in the Chinese media industry market context of these international famous transnational media group across media management experiences o …… 此处隐藏：14736字，全部文档内容请下载后查看。喜欢就下载吧 ……