新媒体产业发展分析模板(10篇)

一、移动网络媒体

I. MOVING NETWORK

现代通讯技术早已大大不同于传统技术，它不再以邮政、电报、电话业务为支柱，而是逐渐向网络通讯倾斜，媒体产业也跟随技术的脚步发生变化。移动网络媒体指的是以计算机、光纤卫星通信等相关技术为依托，借助互联网向移动通讯设备进行信息传播的平台。移动网络媒体是网络媒体发展的新兴产物，它从属于网络媒体。虽然其继承了网络媒体超时空限制、海量信息、多元化、交互性的特征，但在个性化、便携性、私密性和精确性等方面，移动网络媒体却也有着更加明确和显见的进步。

Modern communications technologies have long been very different from traditional technologies, which are no longer based on postal, telegraph and telephone services, but have gradually shifted in favour of network communications, and the media industry has followed the pace of technology. Mobile Internet media are platforms for the dissemination of information to mobile communications devices through the Internet, based on related technologies such as computers and fibre-optic satellite communications. Mobile Internet media is an emerging product of online media development, which is subordinate to online media.

二、移动网络媒体兴起原因

II. The causes of the rise of mobile Internet media

移动网络媒体的兴起处于中国互联网技术和经济大发展的背景下，与此同时国家政府制定和颁布相关政策大力支持网络经济的创新性发展。三网融合计划的制定和实施也取得初步成效，这也为移动网络媒体的创新提供契机，为长足发展提供了保障。移动网络媒体产业也处于发展的良好阶段，因此吸引了大量资本进入，提供流通血液，促使其快速发展。整个产业目前呈现向上入深的积极趋势。本文就兴起原因联系相关经济学理论作了如下几点探讨：

The emergence of mobile Internet media is in the context of China’s significant Internet technology and economic development, while national governments have formulated and promulgated policies that strongly support innovative development of the network economy. The design and implementation of the three-net integration plan has also yielded initial results, providing opportunities for innovation in mobile Internet media and providing guarantees for long-term development. The mobile network media industry is also at a good stage of development, thus attracting large amounts of capital and providing blood circulation for rapid growth. The industry as a whole is now showing a positive upward trend.

（一）商品信息需求旺盛

(i) High demand for commodity information

移动网络媒体平台向公众信息，信息具有其特殊的商品性和消费性。大众获取信息的原因在于利用它对世界进行认知和改造。商品信息性指的是能够被接收者接收，并满足其某种特殊需要，有关商品及其生产、流通或消费的消息、情报、数据或知识等的总称。而商品信息的有用性则体现在启发大众思考，解决困惑，并最终积累知识。对于生产者则能提高商品管理决策水平和生产经营效率及效益，因而具有使用价值。商品信息的搜集、加工、传递和交流，要消耗人的劳动，从而可以交换和转让，所以也具有价值。因此，信息能够被直接或间接的消费，网络传媒活动也可被看作一种信息消费的经济活动。人类社会开放和透明程度空前。大众对于外界的了解愿望愈加强烈，信息需求也愈加旺盛，为移动网络媒体产业的发展提供广阔市场。移动网络媒体针对市场特点，自身也进行积极开发和应对。一些信息媒体行业细分市场，精准定位，不仅满足大众森罗万象的信息需求而受到广泛欢迎，还从中取得了不小收益。

Mobile web-based media platforms provide information to the public, and information is of a particular commodity and consumer nature. The reason for public access to information is to use it to recognize and transform the world. Commodity information refers to the ability to be received by recipients and to meet certain special needs, such as information, intelligence, data, or knowledge about goods and their production, circulation or consumption.

（二）移动网络媒体经济的成本和报酬原理

(ii) Cost and compensation rationale for the mobile Internet media economy

移动网络媒体经济不同于传统经济学的模型框架，突破了边际收益递减规律，互联网产品创新性的观念和服务正在被越来越多人接受，大众的生活方式也受到影响而发生诸多改变。互联网信息商品的生产也正在从高投入、高消耗，低产出的粗放经济转向节能高效，环保。移动网络媒体平台借助于互联网这个海量的信息交换中心和智能及时化运作，运行成本控制低。各种需要的复杂相关程序运作都可以在极短时间内得到处理。用户数量的不断增加不仅不会增加成本，反而能为平台积累大量数据，优化处理过程，从而促进信息产品的投放精准度。边际成本随之递减，因此站在资本投资者的角度，其有较大的选择自由度，而且管理便捷。从广泛的信息交流渠道，提供更加个性化的产品组合与投资组合，优化资本结构，降低交易费用，通过减少交易成本尽可能的获取最大利润。这无疑会极大程度刺激投资者的投资欲望。除此之外，报酬递增。目前大部分移动网络媒体平台仍是免费开放，但是随着用户基数的增大，“二次贩卖”理论开始发挥作用，媒体可以将受众作为商品二次贩卖给广告商，从中受益。用户群越大，与广告商的议价能力和标准就越高，收益就越大，获得的报酬也随之增大。如果我们将常规产业的规模效益视作是线性的，那么信息媒体产业规模报酬将会是几何爆炸式的增长。

The mobile web-based media platform operates differently from the model framework of traditional economics, and operates with low operating costs. The need for complex and related procedures can be addressed in a very short time frame. The growing number of users not only does not increase costs, but rather contributes to the accumulation of large amounts of data for the platform and optimizes the processing process, thereby contributing to the accuracy of information products. In addition, most mobile media platforms are still free of charge from the standpoint of capital investors, with greater freedom of choice and speed of management. From a wide range of channels of information, with a more individual mix of information and investment, optimizes capital structures, reduces transaction costs and maximizes profits by reducing transaction costs.

（三）Web3.0阶段的产业快速发展期

(iii) Rapid industrial development phase of the Web3.0 phase

从1994年我国接入互联网开始的二十年时间里，网络媒体地发展日新月异。大体上可以划分为四个阶段：1994――1998年的初始阶段；1999――2004年以门户网站、新闻网站为代表的Web1.0阶段；2005――2009年，以博客、播客为代表的Web2.0阶段；目前就是自2010年至今以微博、微信等移动客户端为代表的Web3.0阶段。移动网络媒体的产业正处于发热期，未来空间巨大。根据产业发展阶段理论产业的发展也分为四个时期：形成时期、成长时期、成熟时期和衰退时期。在今年的《中国传媒产业发展报告（2016）》中，我国去年媒体产业规模已超过1万亿。为应对目前全球复杂多变的经济环境，我国也调整产业结构放缓经济发展速度，但是在严峻的经济情形下，中国传媒产业在2015年仍然增长了12.3%，整体市场规模达到12750.3亿元人民币。可见我国目前的移动网络媒体产业非但没有随同宏观环境衰退，反而逆势上扬。由此我们可以清晰的认识到移动网络媒体产业正出于成长的快速发展期。

During the two decades since the country began accessing the Internet in 1994, the development of the Internet media has been changing rapidly. It can be divided into four phases: 1994 - the initial phase of 1998; 1999 - the Web 1.0 phase, which was represented by the portal, the news website; 2005 - 2009, the Web 2.0 phase, which was represented by blogs, podcasts; and the Web3.0 phase, which has been represented by mobile customers such as Webbo and Weibo since 2010. The mobile media industry is still growing by 12.3 per cent in 2015, according to the severe economic situation, with a total market size of 127.53 billion yuan yuan.

近期视频直播行业不断掀起热潮，不同类型的视频直播网站纷纷涌出一类是演艺秀场类，如YY、网易BoBo、优酷来疯等；另一类是游戏直播类，直播各种网络游戏对战，如斗鱼TV、战旗TV、虎牙TV等。此外，这些网络媒体都有一个特点就是大力投入在移动端的支持，不单纯依靠门户网站导入流量，发展重心不断向移动网络媒体倾斜。Web30阶段发展以来媒体的边界正在逐步消失，各种融合和分化双向流程不断加速向前，众媒时代出现和大力向前这些给移动网络媒体产业注入巨大活力，促进产业的上升发展。未来的移动网络媒体的发展值得我们所有人的期待。

In addition, these web-based media are characterized by a strong commitment to mobile-side support, rather than simply portal-to-port flows, and a constant shift in focus toward mobile Internet media. The boundaries of the media have been disappearing since Web30, the convergence and separation of processes is accelerating, and the emergence and dynamic advance of the media age has injected a great deal of energy into the mobile media, and the growth of the industry deserves all of us to look forward to future mobile web-based media.

三、移动网络媒体产业存在问题及对策

III. Problems and responses in the mobile Internet media industry

产业变革促使移动网络媒体的出现和发展，目前移动网络媒体活动无处不在，在人们的生活中占有重要地位，对人们的生活方式产生潜移默化的影响。但是产业的活动无论是对外的社会大众还是对内的产业自身都诱发了一些问题的存在。作为日渐重要的部分，媒体产业的问题如果处理不好无疑将会影响产业全局的作用发挥，倘若严重甚至会造成产业凋败和社会混乱。以下是移动网络媒体产业的问题主要体现和相关对策：

Industrial change has led to the emergence and development of mobile Internet media, which now occupy a prominent place in people’s lives and have a latent effect on people’s way of life. But industry’s activities have created problems both for the public at large and for the domestic industry itself. As an increasingly important part, the media sector’s problems, if not handled well, will undoubtedly affect the role of the industry as a whole, and if they cause serious or even collapse of the industry and social disruption. The following are the main manifestations of and responses to the problems of the mobile Internet media industry:

（一）移动网络媒体活动的负外部性

(i) Negative externalities of mobile Internet media activities

当大众生活正在享受移动网络媒体带来好处的同时，如若我们换个角度来看这也是网络对人们生活方式的渗透。网络作为一把双刃剑，其影响自然会映射到整个产业。从经济角度分析，移动网络媒体的活动作为经济活动其存在着负外部性。外部性指的事一个主体行动和决策使另一个主体或群体的福利受损或受益的情况。负外部性即指造成损害的那一方面。在产业中，媒体企业作为经济主体会受到自发逐利的影响在进行活动时即信息传播或宣传的过程中做出的决策会影响到另一端的大众。信息传播本身没有正确与错误，但是当传播者比如企业为了自身目标利益做出不当传播，不知情的大众看似只是在接收信息，但其实无形中自身或他人利益已在影响下受到损害。商业竞争中透过媒体释出虚假宣传，一些个人为了自身利益和关注肆意通过媒体散布谣言诸如此类就是移动网络媒体生产的外部性，它所造成的社会成本不仅包含对对象和无辜大众利益损失，更包含之后政府所投入的消耗。移动网络媒体的兴起增大社会的开放和接触，其带来的外部性也变得更难以控制，放任负外部性的产生和作用，移动网络媒体产业自身必将遭受到灾难性后果。

While the general public is enjoying the benefits of mobile Internet media, the Internet’s influence is also, if one looks at it, permeating people’s way of life. Networks are a double-edged sword, and their impact is naturally felt throughout the industry. Economic analysis of the activities of mobile Internet media as an economic activity appears to be negative externalities. External subjects’ actions and decisions undermine or benefit another subject or group’s well-being. Negative externalities are the one that causes damage. In the industry, media enterprises, as economic agents, are affected by self-inflicted decisions taken in the course of activities, i.e. in the dissemination or promotion of information.

因此，在解决移动网络媒体活动负外部性的过程中，首先公众、产业和政府都必须清醒意识到其不可根除性。这也就意味者需要三者投入长久持续的努力与合作。公众应树立正确的价值观，加强自身的甄别能力，做到不盲目、不轻信和不轻传；产业要加强自律规范，对于损害社会大众的媒体予以排斥，建设良好的行业氛围，促使不合格媒体的自我淘汰。在追求自身发展，获取利益的同时兼顾社会效益；政府作为监管者要牢牢握住大棒对于违规乱纪者给予惩罚，加强法规完善和舆论引导。

Thus, in addressing the external nature of mobile media activities, the public, industry, and government must be aware that they are inexorable. This means that the public needs to invest in long-term and sustained efforts and cooperation.

（二）产业链不完善，盈利模式不清晰

(ii) Incomplete industrial chains and unclear profit patterns

移动网络媒体产业目前自身产业链还不完善。一方面传统主流媒体拥有制作，广告，宣传的主导力量，虽在改革方面加大投入和步伐，但其自身约束较大，步伐相较于其它仍然缓慢。传统新闻媒体在移动端的盈利模式目前仍未很好成熟，尚在摸索。另一方面，一些中小企业在投资热潮下进入产业，催生了视频直播，游戏竞技，企业宣传等多种多样的形式，但是其整体来看较为混乱，盈利广告单一零散，自身没有很好生产能力，大多为多接口似的拼凑。虽然一些媒体企业造盈利模式上更为灵活有所创新比如众筹，P2P等概念，但是其风险较大易滋生问题。新旧媒体甚至矛盾激烈，互有拆台。市场，技术和资本三者风起云涌，产业链的构建和整合任然亟须重视。

On the one hand, the traditional mainstream media have production, advertising, and the dominant power of advertising, although they have increased investment and pace in reform, they are more constrained and slower than others. The traditional media’s profit-making model at the mobile end is not yet well developed and is still being explored. On the other hand, some small and medium-sized enterprises have entered the industry with investment booms, generating video broadcasts, games, corporate advertising, etc., but, on the other hand, they are more confused, single and fragmented, with their own lack of productive capacity and often multi-interfacing.

主流媒体和中小企业在追求利益扩大的同时，应该放远眼光看到行业的前景，加强合作与对接，共同摸索出最合适收益路径；各个部门之间加强沟通，了解彼此的需求，在移动网络媒体内容上加快融合和创新；技术部门大力发挥基础性作用，巩固现有技术，与时俱进加快研发，为移动网络媒体提供稳固保障和进步驱动力。

The mainstream media and small and medium-sized enterprises (SMEs), while pursuing the expansion of their interests, should look at the future of the industry, strengthen cooperation and interface and jointly identify the most appropriate revenue paths; strengthen communication between sectors, understand each other's needs, and accelerate integration and innovation in the content of mobile web media; and strengthen the technology sector's fundamental role in consolidating existing technologies, accelerating research and development over time and providing a solid security and drive for progress for mobile web media.

（三）产业进入融资快车道，潜在风险加大

(iii) Industry access to finance fast lanes, with increased potential risks

移动网络媒体从边缘媒体到主流媒体，提供的机遇是前所未有的，产业的兴起之势也吸引众多投资进入。一些移动网络媒体在风投下，完成了一轮又一轮的融资，其后也都跟着一串巨额的估值数字，众多民间力量也纷纷加入行业。热潮之下泡沫难免，刚热闹唱罢，却又传出收益局势不容乐观。产业内一些媒体滋生了借行业热潮靠融资解决吃饭问题的怪象。这些市场经济下的运作，无疑也使得潜在风险加大，为移动网络媒体整个产业埋下了隐患。

Mobile online media, from marginal media to mainstream media, offer unprecedented opportunities, and the rise of industry attracts a lot of investment. Some mobile online media, after the wind, have completed another round of financing, have followed a huge array of valuations, and many civic forces have joined the industry.

移动网络媒体在发展的过程要保有一颗慎重冷静的心，做好优质的内容服务，客观对待资本进入，结合自身状况寻求合适的时机和路径，不可贪一时的画饼。紧紧把握产业的发展大趋势，又要做好自己独特本领。选取合适的目标，向前发展，看见前面的苹果注意脚下的路，做好风险评估。

Mobile online media must be careful and calm in their development, provide quality content services, objectively treat capital entry, and find the right timing and path to their own situation. They must not be greedy.

四、结语

IV. CONCLUSION

移动网络媒体产业作为新兴的网络经济产物，其发展前景还是值得期待的。过程中受到了经济环境的变化影响，其仍凭借着庞大的基础奠定和自身实力走上了快速发展的道路，为国家经济发展注入了新的活力。不能否认其中确实有着各种问题存在，但是只要其正视问题，妥善解决，加之国家和政府的引导和大力支持保障，产业逐步得到完善，朝着一个健康，繁荣的方向前进，定会看见一个硕大的果实。（作者单位：安徽财经大学）

The development prospects of the mobile Internet media industry as a product of the emerging network economy are still to be expected. The process has been influenced by changes in the economic environment, which, with its enormous foundation and its own strength, have been set on the path of rapid development, giving new impetus to the country’s economic development. It cannot be denied that problems do exist, but as long as they are addressed, properly addressed, and accompanied by State and government guidance and strong support, the industry has gradually improved, moving towards a healthy and prosperous economy, it will see a great result.

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     截至2011年6月底，中国网民规模达到4.85亿，较2010年底增加2 770万人，增幅仅为6．1％，微博用户数量以高达208．9％的增幅，从2010年底的6 311万爆发增长到1．95亿，成为用户增长最快的互联网应用模式。中国手机网民规模为3．18亿，较2010年底增加了1 494万人。手机网民在总体网民中的比例达65．5％，成为中国网民的重要组成部分。网络技术的迅速发展和网民数量的持续攀升使得以网络电视、手机电视、户外媒体和楼宇电视等新媒体得以快速发展。

& nbsp; & nbsp; & nbsp; & nbsp; & nbsp; As of the end of June 2011, China had reached 485 million Internet users, an increase of only 6.1 per cent, compared with 27.7 million by the end of 2010, and the number of users of microblogging grew by up to 208.9 per cent, from 631.1 million at the end of 2010 to 195 million, becoming the fastest growing mode of Internet applications for users. The size of China’s mobile Internet users was 318 million, an increase of 14.94 million from the end of 2010.

1 中国新媒体发展

1  New Media Development in China

目前“新媒体”一词可指代的范围相当广，内涵也很丰富，尚未有确切的定义。而市场对新媒体的普遍认知是，新媒体是相对于传统媒体而言的，是新的技术支撑体系下出现的媒体形态，基于数字信息技术，以网络为主要传播渠道，不断地向移动化平台拓展。《2011年传媒行业蓝皮书》指出，目前涌现的新传媒形式主要有网络电视、手机电视、户外媒体和楼宇电视等。网络电视IPTV，它将电视机、个人电脑及手持设备作为显示终端，通过机顶盒或计算机接入宽带网络，实现数字电视、时移电视、互动电视等服务。手机电视，手机电视是“实时通信＋报纸＋电视＋广播＋网络＋移动工具”的结合体，代表着受众真正的分散化、小众化、个性化，具有电视媒体的直观性、广播媒体的便携性、报纸媒体的滞留性以及网络媒体的交互性。户外媒体呈几何级增长，户外媒体指的是卖场终端视频媒体、公寓电梯平面媒体（框架媒介）、户外大型LED彩屏媒体等针对特定受众、并可以相互有机整合的媒体。楼宇电视正成为增速最快的新媒体，楼宇电视也称之为楼宇液晶电视，安置于消费能力较高的白领聚集的甲级智能化办公楼宇，以及人流量密集的中高档知名商厦的电梯轿箱内或电梯等候厅按钮上方。数字电视已经成为信息家电，服务更智能更全面，以及设计视频点播、网上购物、远程教学、远程医疗等新业务，以点播为基础的数字电视，在未来将实现更多更强大的功能实现股票交易、信息查询、网上冲浪等将成为可能，数字电视的服务已经涉及传统媒体，其独特的服务也已经超越了传统电视媒体功能。

The 2011 Blue Book of the Media Industry states that the new forms of media that are now emerging are mainly network television, mobile television, outdoor media, and building television, with no precise definition. The market's general perception of new media is that the new media is the form of media that emerges under the new technology support system, as opposed to traditional media, and is based on digital information technology, which is the main channel of communication through the Internet. The 2011 Blue Book of the Media Industry states that the new forms of media that are now emerging are mainly web-based television, mobile television, mobile television, mobile television, mobile television, mobile television.

2 新媒体对电视媒体的影响分析

2 Analysis of the impact of new media on television media

     新媒体的迅速成长，对传统媒体是一种巨大的冲击力。去年美国已有105家报纸停刊，英国有近80家报纸停刊。而最具说服力的是成立于1889年的世界顶级报纸《华尔街日报》，被默多克新闻集团收购的价格仅为50亿美元；而成立于1995年的雅虎网站，微软出价446亿美元收购仍被拒绝。新兴媒体的崛起与能量，由此可见一斑。今年举行的中央经济工作会议提出，要“加快壮大文化产业，推动文化事业蓬勃发展。”在国家打造文化支柱产业的大背景下，新媒体企业将受益最大，随着网络普及率的提高及技术创新，新媒体产业将进入快速发展期，而传统媒体在迎接新媒体挑战的同时，也将在重组转型中迎来属于自己的机遇。

& nbsp; & nbsp; & nbsp; The rapid growth of the new media has had a tremendous impact on traditional media. Last year, 105 newspapers in the United States closed down, and nearly 80 in the United Kingdom.

新媒体拥有人际媒体和大众媒体的双重优势。新媒体的及时性、参与性、互动性、信息的海量，使得传播更为迅猛，这种扩散能力使得新媒体成为很多重大事件传播的初始和形成渠道。毫无疑问，随着数字技术，通讯技术的发展，网络电视、手机电视、移动电视、户外视频等新媒体样式相继出现，我们已经置身于一个新媒体所营造的语境之中。新媒体一方面对传统媒体产生了极大的影响，改变着传媒的格局与生态。另一方面也对社会生活的各个领域产生着极大的影响，创造着新的社会生活景观。而在今后的一个时期，新媒体的影响力还会加速提升。新媒体对传统媒体的市场保有量着巨大的冲击。但这仅仅是一个方面，更重要的是，新媒体在不断改变着人们的生活方式。中央电视台春节联欢晚会是全国人民过除夕的必备大餐，在以前人们只能通过电视来收看，随着新媒体的快速发展，越来越多的人通过网络电视、手机电视、数字电视等新媒体来收看，较大的冲击了电视的收视率。由于新媒体的便利性，及时性也使得奥运会、世博会、世界杯等视觉盛宴选择通过新媒体渠道向观众呈现。新媒体作为人类传播技术的又一次改革和创新，不仅仅创作着新的媒介景观，同时，也使曾经风光无限的电视媒体面临着巨大而直接的冲击和挑战。

There is no doubt that, with the development of digital technology, new media styles, such as online television, mobile television, and outdoor video, we are already in the middle of a new media landscape. The new media have had a great impact on traditional media, on the one hand, changing their shape and ecology. On the other hand, they have had a great impact on all areas of social life, creating a new social landscape.

3 基于新媒体的电视传媒宏观分析

3 A macro-analysis of the television media based on the new media

新媒体环境下，传统媒体的发展面对的是机遇与挑战并存的局面，这种情况下，电视媒体在制定新媒体发展战略时，首先要全面了解自身所处的内外部环境，才能制定出最优的发展战略。本文通过PEST宏观环境分析模型，分析电视媒体的外部宏观环境，从而为新形势下电视媒体制定战略提供参考依据。

In the new media environment, where the development of traditional media is faced with a combination of opportunities and challenges, the television media need to have a comprehensive understanding of their own internal and external environment in order to develop their optimal development strategy. This paper analyses the external macro-environment of the television media through the PEST macro-analysis model, thus providing a basis for developing a strategy for television media in the new context.

3.1 政治环境分析

3.1 & nbsp; Political environment analysis

以广播、报纸和电视为代表的传统媒体是中国信息产业的重要组成部分，也是中国政治宣传的主阵地，在新中国的建设中发挥了重要作用。由于体制的原因，电视传媒一直是政府直接领导管辖，行政干预氛围浓厚，新形势下这种体制严重的束缚了电视传媒在信息时代的传播能力。新形势下，为了促进电视传媒的发展，国家也出台了很多扶持政策，《文化产业振兴规划》提出要加大对传统传媒的投入和建设，特别是发挥第三代移动通信和推进三网融合，进一步促进电视传媒的发展。《我国国民经济和社会发展第十二个五年规划》也明确指出要进一步推动“三网融合”，促进电视媒体转型发展，适应当前新形势，为社会文化建设作出更大贡献。《电子信息产业调整和振兴规划》也提出在技术和产业发展模式进行转型，电视传媒要结合新技术适应新环境，实现新发展。今年，中国政府提出要进一步加强文化建设，其中重要的主题是做好电视媒体的转型和发展。从宏观政治环境看，国家很重视文化产业的发展，特别是电视媒体的如何借用新技术，实现新发展，国家也给了很多好政策，鼓励电视媒体和新媒体一起发展，协同发展。

The traditional media, represented by radio, newspapers, and television, are an important part of China's information industry and have played an important role in the construction of the new China. For institutional reasons, the television media have been under the direct authority of the Government, with a strong climate of administrative intervention. This new situation has severely constrained the ability of the television media to communicate in the information age. In order to promote the development of the television media, the State has also introduced a number of supportive policies. The Plan for the Renewal of the Cultural Industry proposes to increase investment in and construction of traditional media, especially third-generation mobile communications and the promotion of the integration of the three networks, and to further the development of the television media.

3.2 经济环境分析

3.2  Economic environment analysis

当前中国正处于转型期，信息化、全球化、城市化浪潮叠加袭来，电视媒体在这些浪潮下既有挑战，也迎来机遇。电视媒体发展的早期是行政手段，改革开放后，实行产业化市场化后，电视媒体收入来源多元化，收入得到 保障，为电视媒体的快速发展打下了坚实基础。同时，中国经济建设的巨大成功，使得人们对社会文化需要越来越多，也要越来越丰富，如何满足人民群众的精神文化需求，满足人们多样化文化需要给以电视媒体为代表的文化产业提供了巨大发展空间。

At a time when China is in transition, information, globalization, urbanization, and the television media are facing both challenges and opportunities under these waves. The early stages of television media development were administrative means, reform and opening up, and after industrialization of the market, they diversified their sources of income and were guaranteed income, laying a solid foundation for the rapid development of the television media.

3.3 社会环境分析

3.3 & nbsp; social environment analysis

长期以来，电视媒体作为全国主要媒体，对中国社会经济、文化影响很大，人们对电视媒体的依赖程度还非常高，特别是中老年群体。然而，由于新技术的快速发展，网络的迅速发展对传统媒体造成了巨大的冲击，这是一种大的趋势和潮流，新媒体功能很好的满足了现代人的需求，新媒体为广大受众提供了更便捷、更经济和更个性化的服务。传统的电视媒体还有较强的社会需求，但是随着我国社会的现代化、数字化发展，新媒体必将占有更大是市场。

For a long time, the television media, as the main national media, have had a significant socio-economic and cultural impact on China, and there is a high degree of reliance on the television media, especially among the middle and elderly. However, with the rapid development of new technologies, the rapid growth of the network has had a tremendous impact on the traditional media, which is a big trend and trend. The new media function well to meet the needs of modern people. The new media provide a much easier, more economical and more personalized service to a wider audience.

3.4 技术环境分析

3.4 Technology environmental analysis

在技术上，电视媒体技术已经非常成熟，新媒体是将传统电视媒体的技术同现代科技相结合，产生了众多方式的新媒体，随着时间的推移和技术的进步，这些新媒体的方式谁将最终成为赢家，还不得而知。因而相对传统的电视媒体，新媒体技术还有待完善，还处在较大的技术风险。

Technically, television media technology has matured, and the new media, which combines the technology of traditional television with that of modern technology, has produced new media in many ways, which, over time and with technological advances, will ultimately be the winners and not known. As a result, the new media technology has yet to be refined in relation to traditional television media, and is at greater technological risk.

4 基于新媒体电视传媒发展战略

4  new media television media development strategy

新形势下，电视媒体必须迎接挑战，抓住机遇，充分发挥自身优势，扬长避短，积极参与新媒体的合作与竞争。上文对电视媒体宏观环境进行总体分析，在此基础上笔者从产业链、媒体融合、人才和品牌等方面进行分析。

In the new situation, the television media must rise to the challenge, seize the opportunity, take advantage of their strengths, and actively engage in cooperation and competition with the new media. An overall analysis of the macro-environment of the television media has been carried out above, based on an analysis of industry chains, media integration, talent and branding.

4.1 电视媒体产业链战略分析

4.1  strategic analysis of the television media industry chain

由于新趋势的发展，电视媒体为了未来的生存和发展，已经开始了转型发展，同新媒体进行合作，或者直接进军新媒体。任何一个产业都有其自身的产业链，如何定位自己在产业链中的位置，对电视媒体来说非常重要。电视媒体要同新媒体竞争，就必须利用自己的品牌、渠道、资金等优势，战略产业链上游，牢牢控制发展的主动权，合作的主导权。

As a result of new trends, the television media have begun to transform for their future survival and development, cooperating with new media, or going directly to the new media. Any industry has its own industrial chain, and it is important for the television media to position itself in the industrial chain.

4.2 电视媒体与新媒体融合战略分析

4.2  strategic analysis of the integration of television and new media

技术和社会的不断发展，新媒体作为新事物得到发展和扩张，这告诉我们，电视媒体想要在未来取得进步和发展就必须适应这种潮流，就必须同新媒体进行融合发展。利用自己的优势，不断的改进技术和商业模式，融合新媒体的功能，努力让新媒体为己服务，增强自身的适应性和竞争力。为此电视媒体应将内容、渠道和品牌作为突破口，融合新媒体的技术和功能，创造出一种融合新媒体的多媒体内容和形式，增强竞争力，取得竞争优势。

Developments in technology and society, and the development and expansion of new media as new things, have taught us that television media must adapt to these trends if they are to make progress and develop in the future. Using their strengths, they must be integrated with new media.

4.3 人才战略分析

4.3 & nbsp; talent strategy analysis

电视媒体代表的传统媒体在用人上，由于长期的体制原因，存在人员多，素质不高，人力资源管理水平不高的局面。然而新形势下，电视媒体想要得到长足的发展，想要同新媒体进行竞争，就必须提高人力资源管理能力，引进不同专业人才，同时要做好员工的薪酬、官员激励，以及处理好新老员工差异问题。以人为本，激励老员工，引进和流程新员工，引入现代企业人才管理机制，提高人力资源管理水平，吸引优秀人才加盟，才能实现电视媒体的转型发展。

The traditional media, represented by the television media, are highly staffed and under-qualified for long-term institutional reasons, and have a low level of human resources management. In the new situation, however, in order for the television media to develop significantly and compete with the new media, it is necessary to improve its human resources management capacity, introduce different professional talent, while at the same time providing staff remuneration, incentives for officials, and addressing differences between new and old employees. People-centred, stimulating older staff, introducing new staff and processes, introducing modern enterprise talent management mechanisms, raising human resources management levels, and attracting talented people to join in order to transform the television media.

4.4 电视媒体的品牌战略分析

4.4  brand strategy analysis for television media

在现代社会以品牌为代表的无形资产已经得到公众的普遍认可，建立并维护一个公众认可的电视媒体品牌对电视媒体的发展尤为重要。在新媒体的冲击下，电视媒体应先入为主，树立自己符合时展的品牌形象，将自己打造成公众认可的媒体，取得同新媒体竞争的主动权。

In a modern society where brand-based intangible assets are widely recognized, it is particularly important to create and maintain a publicly recognized television media brand for the development of the television media. In the light of the impact of the new media, the television media should be pre-empted by creating their own brand image, creating themselves as a popular media and gaining the initiative to compete with the new media.

综上所述，随着时代的不断发展，新媒体迅速发展对电视媒体产生了重要影响，电视媒体如何利用自身优势，进行转型发展，做好同新媒体的合作与竞争。电视媒体要综合分析当前形势，制定符合自身发展的战略方针，把握发展的先导权和主动权。

In the light of the above, the rapid development of the new media has had an important impact on the television media as the times have evolved, and how the television media can take advantage of their strengths, transform and compete with the new media. The television media need to analyse the current situation in a comprehensive manner, develop a strategic approach that is consistent with their own development, and take ownership of the lead and initiative for development.

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一、研究背景

Background of the study

随着世界经济的发展，多元化传媒产业的发展受到了广泛的关注，很多世界级企业纷纷完善自己的业务体系，进一步向传媒产业发展。在世界经济高速发展的现代，我国要抓住新的历史机遇，大力发展先进技术，建立自己的传媒系统，促进传媒产业的快速健康发展，因而我国的互联网技术得到了迅速的发展。在这个过程中，网络媒介为网络传媒产业的发展提供了条件，也在网络技术的支持下，促进了网络媒介自身的发展。各种新兴传媒以及网络媒介进入了大众的视野，伴随着用户的增多市场份额不断扩大。随着新媒体的发展以及壮大，对传统媒体的发展带来了很大的挑战，而且新兴媒体的市场份额不断扩大。推动了传统媒体的创新发展，通过媒介融合发展的方式提升自己的市场占有率，这也成为新时期我国传媒产业发展的重要方式。网络媒体在发展壮大的同时，也为传统产业的发展带来启示。对于传统的电视、报刊、杂志等传媒利用成熟的网络技术提升自己的业务水平，扩大市场的同时，丰富了传媒产业的发展形式，推动了我国媒介融合的发展。电视传媒的发展逐渐与网络媒体的发展相结合，建立起自己的视频终端传输播放设备标准，利用网络、手机等扩大自己的市场规模。传统报纸行业的发展也在向网络传媒靠拢，利用互联网技术以及手机等移动终端设备，丰富自己的业务范围，将电子新闻更加迅速的传输到更多的人手里。与此同时，很多杂志期刊也将传媒产业的发展触角延伸到网络媒体，不断发展电子期刊产业，促进了我国传媒产业媒介融合的发展，加强了互联网技术与现代传媒产业的结合，对我国传媒产业的发展起到了积极的促进作用。

With the development of the world economy, the development of a diversified media industry has received wide attention, with many world-class enterprises improving their own business systems and further developing the media industry. In modern times, with the rapid expansion of the world economy, the country is taking advantage of new historical opportunities, developing its own media system and promoting the rapid and healthy development of the media industry, which has led to the rapid development of its Internet technology. In this process, the Internet medium has provided the conditions for the development of the online media industry and, with the support of Internet technology, has inspired the development of the traditional media. The new media, as well as the new media, as well as the online media, have developed their own business, have increased their market share.

本文的研究是基于新媒体发展背景下的媒介融合，对我国传媒产业的发展变革进行研究。我国传媒产业的发展，受到经济发展的影响，各种传媒形式以及产品交错复杂，一定程度上体现了我国网络媒体技术的发展和成熟，同时也在一定程度上体现了我国传媒产业发展的盲目性。因而，我们对中国传媒产业的发展变革进行研究，分析国内外研究现状，分析传媒产业发展的特征，对新媒体发展背景下的传媒产业发展的模式进行分析研究，结合实际对传媒产业的发展创新进行分析，希望对我国传媒产业的发展以及变革起到积极促进作用。

The study is based on the integration of the media in the context of the development of the new media and on changes in the development of the country's media industry. The development of the country's media industry, influenced by economic development, and the complexity of various media forms and products, partly reflects the development and maturity of the country's Internet media technology and, to some extent, the blindness of the development of the country's media industry. Accordingly, we have conducted a study on the development of the Chinese media industry, analysing the current state of research at home and abroad, analysing the characteristics of the development of the media industry, analysing the model of the development of the media industry in the context of the development of the new media, analysing the actual innovations in the development of the media industry and hoping to contribute positively to the development and transformation of the country's media industry.

充分考虑到我国传媒产业当前发展的困境以及问题，在媒介融合发展的大背景下，我们结合信息对现代人们生活的重要性，对社会发展环境以及发展机遇进行分析，明确现代传媒产业发展过程中存在的问题，提出合理的建议。希望通过本文的研究，对现代传媒产业的发展起到积极的引导促进作用，提出合理的产业发展策略，使其在发展过程中更加符合中国传媒产业的发展需求以及实际标准，从而实现自身经济价值的同时，创造更多的社会价值。

Taking fully into account the current difficulties and problems of the media industry in our country, and taking into account the importance of information to the lives of modern people, we analyse the environment for social development and opportunities for development, identify problems in the development of the modern media industry and make sound recommendations. It is to be hoped that this study will provide a positive guide to the development of the modern media industry and propose a rational strategy for industrial development that will make it more compatible with the development needs and real standards of the Chinese media industry in order to create more social value while at the same time achieving its own economic value.

二、研究内容、思路及方法

II. Content, thinking and methodology of the study

信息对现代而言比金钱更为重要，随着现代人的生活节奏不断加快，信息的快速传递成为很多人的追求和选择。因此在网络技术迅速发展的背景下，以网络传媒为代表的新媒体获得迅速发展，占据的市场份额不断加大。各种网络媒介以及传媒产业不断发展，尤其是在媒介融合发展的背景下，对中国传媒产业的发展提出了新的挑战，而中国的传媒产业的发展也需要进一步做出调整，以与市场更加吻合的发展模式，提升传媒产业集团的企业实力。

In the context of the rapid development of cyber-technology, new media, represented by the Internet media, have developed rapidly, and their share in the market has increased. The continuing development of the network media and the media industry, particularly in the context of media integration, poses new challenges for the development of China’s media industry, which needs to be further adjusted in order to better match the market’s development model and to enhance the entrepreneurial power of the media industry.

本文基于中国传媒产业的发展现状，对传媒产业的发展背景以及目的、意义进行论述分析，明确了研究思路以及研究方法；在第二部分对传媒产业发展中的相关概念以及国内外研究现状进行分析研究，同时结对新时期媒介融合发展的相关理论进行分析论述；在第三部分针对新时期的传媒产业的发展特征进行分析，首先明确了我国媒介融合背景下的发展历史以及现状，然后对新媒体背景下的垄断与竞争进行分析。针对传媒产业发展的价值链体系进行研究，结合传媒产业的发展机制与媒介融合之间的发展关系进行研究；在第四部分，对新媒体发展背景下的传媒产业发展模式以及策略进行研究，首先分析了新时期传媒组织内部的发展变化，然后对传媒产业的联动发展模式进行分析，同时对传媒产业的媒介融合策略进行研究；在第五部分，对我国传媒产业的发展创新进行分析，首先，对技术创新与传媒产业发展的关系进行研究，然后分别以创新管理运营模式以及创新人才培养模式两个方面进行分析。

In the second part, an analysis of the concepts and strategies of the media sector in the context of the development of the new media sector will be carried out, together with an analysis of the trends in the development of the media sector in the new period. In the third part, an analysis will be made of the characteristics of the development of the media sector in the new period. The analysis will begin with an analysis of the development history and current situation in the context of the integration of the media, followed by an analysis of monopolies and competition in the context of the development of the new media sector. A study will be carried out on the value chain system of the development of the media industry, taking into account the relationship between the development mechanisms of the media industry and the integration of the media; in the fourth part, a study will be conducted on the development model and strategy of the media sector in the context of the development of the new media, starting with an analysis of the development model of the media sector in the new period; and, in the fifth part, an analysis will be made of the development strategy of the media sector, starting with an analysis of the relationship between technological innovation and the development of the media sector.

本文在进行研究的同时，紧密结合当前传媒产业发展的背景以及变化。基于我国传媒产业发展的实际情况，对媒介融合背景下的传媒产业的发展进行分析，进一步寻找适合我国传媒产业发展实际的发展模式，针对存在的问题提出合理的建议，促进我国传媒产业的发展以及变革。以这个研究思路为主线对我国传媒产业的发展以及变革进行研究， 本文通过文献查找法、总结归纳法以及比较研究发展对我国新时期传媒产业的发展进行研究，提出合理的建议，促进新时期我国媒介融合背景下的传媒产业的发展。

This study focuses on the development and transformation of the media sector in the country, which, in the light of the reality of the development of the media sector in the country, has produced an analysis of the development of the media sector in the context of the integration of the media sector, and has led to the development of a model that is suitable for the development of the media sector in the country, as well as the development and transformation of the media sector in the context of the integration of the media in the country.

三、文献综述

III. OVERVIEW OF THE OBJECTIVES

（1）媒介融合概念

(1) The concept of media integration

随着新兴传媒技术的发展，为我国传媒产业带来新的改革，在新媒体不断发展的新时期，媒介融合无疑是这一时期最为重要而显著的特点。随着媒介融合的发展，现代传媒产业的发展涉及到很多方面，而且媒介融合的相关概念也涉及到很多的层面，其中不仅包括传统的媒体产业，也包括新兴的网络媒体、技术以及相关业务等。对于新兴传媒产业的发展而言，具有巨大的市场发展空间，同时对于他的研究意义也在不断深入和完善。对于媒介融合的定义，就是利用数字技术以及网络技术，以信息为核心，以快速便捷的信息传递为目标的业务拓展，将客户的需求作为产业发展向导，将现代的网络媒体、信息内容以及客户终端三方面有机的联系起来，从而促进现代传媒产业的顺利变革。根据媒介融合定义中的三个核心要素，可将媒介融合分为三种，即媒介内容的融合、传播渠道的融合、媒介终端的融合。其中，内容融合是媒介融合实现的资源基础，网络融合是实现媒介融合的前提条件，终端融合则是媒介融合最终得以实现的载体，是内容融合、网络融合的集成端口。

With the development of media integration, the development of the modern media industry has many dimensions, and the related concepts of media integration have many dimensions, including not only the traditional media industry, but also the emerging online media, technology, and related operations. There is an enormous market development space for the development of the new media industry, as well as a growing interest in his research.

（2）核心能力的概念

(2) The concept of core competencies

对于任何行业而言，核心竞争力都是一个企业持续发展的根本动力，而核心能力则是一个企业生存发展的主要能力。核心能力的主要作用，就是在激烈的市场竞争中，通过核心能力突出企业自身的优势地位，进而提高自身的生存发展能力。因而这种核心能力是企业的对手很难达到或者拥有的。对于核心能力而言，主要通过各种技术以及对应组织之间的协调配合实现，通过这种协调的配合和发展，提升企业的核心竞争力，促进企业实现长期发展以及赢得更多的经济效益。对于自身而言，核心能力是一个企业所具有的自身属性，因而具有独特性、价值性以及不可替代性等直接而明显的特点。

For any industry, core competitiveness is a fundamental driver for the sustainable development of an enterprise, while core competencies are the main enabler for the survival of an enterprise. The main role of core competencies is to sharpen the viability of an enterprise by highlighting its own strengths in a fierce market competition through core competencies, thus making it difficult for an enterprise’s competitors to achieve or possess such core competencies. For core competencies, they are achieved mainly through technology and coordination and coordination among the corresponding organizations, through which the core competitiveness of an enterprise is enhanced, through which it can achieve long-term development and greater economic benefits. For itself, core competencies are a direct and distinct feature of the enterprise’s own identity, hence its uniqueness, its value and its non-alternative nature.

（3）核心业务概念

(3) Core concept of operations

核心业务是一个企业在市场经济中为自己赢得利润的主要业务，因而企业的核心业务能够与企业的多元化经营产生相互联系，并且通过发展自身的核心业务，完善自己的多元化业务，提升企业在多元化经济发展中的竞争优势，企业的核心业务是企业最具有优势以及代表性的业务，体现了企业的核心竞争力，同时核心业务也是基于媒体融合背景的传媒产业所必须拥有的。

The core business is a major business in which an enterprise earns profits for itself in a market economy, so that the core business of an enterprise can be linked to the diversified business of the enterprise and, by developing its own core business, perfects its diversified business and enhances its competitive advantage in diversified economic development. The core business of an enterprise is one of its most advantageous and representative business, embodying the core competitiveness of the enterprise, while the core business is also owned by the media industry, based on the context of media integration.

四、新媒体背景下的传媒产业发展特征

IV. Characteristics of the development of the media industry in the context of the new media

在我国经济发展的过程中，传媒产业的发展一直发挥着重要的政治作用，传媒产业自身的事业属性比市场化经济中的产业属性更为突出。随着我国改革开放的发展，传媒产业逐渐顺应市场化发展的趋势，本身的产业属性逐渐得到加强。新媒体背景下的垄断与竞争对于我国的传媒产业而言存在较为严重的地域差异，现有的传媒发展体制一直是四级办媒体体制，因而我国的媒体数量较多，缺乏统一的管理机制，并且存在较多的小媒体。在很多省份省级媒体都具有不可比拟的绝对性垄断地位。媒介融合下价值链的构建对于传媒产业来说，在媒介融合新的背景条件下，要想构建新的价值链，就必须注重受众，这也是传媒产业价值链的核心。媒体融合规制落后于媒介融合发展，媒介的发展是与科技发展同步的，因此，科学技术的日新月异也导致了新兴媒介的快速增长。对于传媒产业来说，要想实现媒介融合，就必须制定完善的媒体融合规制，这也是促使传媒产业快速发展的重要推动力。

With the country’s reform and opening-up, the media sector has gradually adapted to the trend towards marketization, and its own industrial identity has been strengthened. Monopolies and competition in the context of the new media are more geographically different for the country’s media sector. The existing media development system has been a four-tier system, with the result that the number of media outlets, the lack of a single regulatory framework, and the presence of smaller media. In many provinces, the media sector has an indistinguishable monopoly.

五、新媒体背景下的传媒产业发展模式及策略

V. Models and strategies for the development of the media industry in the context of the new media

新时期传媒组织内部的发展变化，传媒企业同其他任何的产业一样，由一个个相对独立的企业构成，微观的企业构成了宏观的产业。上述中所提及的传媒产业的媒介之间融合策略及模式，在实质上，只是针对于单独的传媒集团或传媒企业来说。传媒产业与其他产业的联动发展模式，根据上文可知，传媒产业要采取媒介融合的发展策略必然会导致更好的行业融入到传媒产业当中。基于新媒体下的传媒产业媒介融合策略。随着社会竞争的愈发激烈，媒体之间的融合也是大势所趋，究其表现形式来说，主要有两种：

Developments within media organizations in the new era, like any other industry, are made up of a relatively independent enterprise, with micro-enterprises constituting a macro-industry. The strategies and models of integration among the media industries mentioned above are, in essence, addressed only to individual media groups or media enterprises.

一是通过传统媒体企业与现代媒体企业的并购融合实现企业之间的重组，优化企业内部结构，打造出新的适合现代社会的媒体团队。

One is the restructuring of enterprises through the integration of mergers and acquisitions between traditional and modern media enterprises, the optimization of their internal structures and the creation of new media teams suited to modern society.

二是通过融合传统媒体与现代媒体之间的关键技术，使得两种媒体互相取长补短，让传统媒体在新时代迸发出新的活力。

Secondly, by integrating key technologies between traditional and modern media, the two media complement each other and give new dynamism to traditional media in the new era.

六、 我国传媒产业的发展创新

VI. Innovations in the development of our media industry

技术创新是媒体创新的核心，在客观上，集团的跨媒体运营、媒体融合，需要对各类信息进行统一采集，放在同一平台上，采取多种介质、多格式生成的方式，以此实现一次性采集、多次生成、销售。媒体融合迫切需要储备、培养、打造一支精英团队，来指挥和完成多媒体的采编管理工作。推进体制改革促进媒介融合发展。从20世纪末开始，媒体融合成为世界媒体产业发展的趋势，由于在同一市场拥有多种媒体可以覆盖更多的受众，越来越多的大型媒体集团要求本国政府开放媒体所有权的呼声越来越高，各国似乎都在经历一场媒体体制上的变革。

Technological innovation is at the heart of media innovation. Objectively, the group’s cross-media operations and media integration require a unified collection of all types of information, on the same platform, in a multi-media, multi-formatized, multi-formatized manner, to achieve one-time collection, multiple generation, and marketing. Media integration urgently needs to be stored, nurtured, and an elite team to direct and complete multimedia production and management.

七、总结及展望

VII. Summary and outlook

当前，媒介融合已经成为了我国传媒产业主要的发展和变革手段。在崭新的传媒环境中，媒介融合意味着新一轮的发展机遇，与此同时，这也是对我国传媒企业的一个不小的挑战。虽然我国当前已经开始不断重视媒介融合对于我国传媒产业的重要性，并积极的开展和深化相关内容的研究。但是目前大多数对于我国传媒产业的研究只停留在对表面现象的描述，或者是对于一些理论设想的整合。 虽然我国当前已经开始不断重视媒介融合对于我国传媒产业的重要性，并积极的开展和深化相关内容的研究。但是目前大多数对于我国传媒产业的研究只停留在对表面现象的描述，或者是对于一些理论设想的整合。所以，如果仅仅是对于传媒产业表面层次的研究，就必定会造成该领域的研究流于简单化，从而无法实现媒介融合策略的有效实施。因此，对于我国传媒产业发展变革的研究，必须要创新研究的方法和思路。可以通过借助其他的社会科学理论来进行更为深入的研究和深化。

At present, media integration has become the main means of development and change in the country’s media industry. In a new media environment, media integration means a new round of opportunities for development, and at the same time it is a challenge for our media enterprises.

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【3】姚林青.繁荣与威胁：日本动漫产业的现状分析[J].《艺术?生活》，2007（5）

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我国广告产业准入制度研究

Study on our system of access to the advertising industry

广告社会价值的争议及其重新解读

Controversy of the social value of advertising and its reinterpretation

中国广告产业现状与发展模式研究

Research on the current state of the advertising industry and development patterns in China

2005年中国数字电视发展解读

Interpretation of digital television developments in China, 2005

关于“超级女声”的检视与思考

A review and reflection on "Super Woman's Voice"

我国广告产业准入制度研究

Study on our system of access to the advertising industry

西北民族地区舆论传播策略研究

Study on the strategy of communication of public opinion in the Northwest Territories

广告社会价值的争议及其重新解读

Controversy of the social value of advertising and its reinterpretation

中国广告产业现状与发展模式研究

Research on the current state of the advertising industry and development patterns in China

当前中国大众传播中的“消费英雄”解读

“Consumption Heroes” in the current Chinese mass media

消费主义文化语境下电视对民主的影响

The impact of television on democracy in a consumerist cultural context

消费时代的时尚杂志:消费生活的全面培训

Fashion magazine in the consumer age: comprehensive training in consumer life

中国报业转型发展的民本化战略走向

Directions of China’s domesticization strategy for the transformation of the press

论中国传媒产业化转型与政府作为

On the issue of the transformation of China's media industry and the role of the Chinese media in the country's development,

中国报业数字化转型的问题与对策

Issues and responses to the digital transformation of the Chinese press

2011年中国新媒体发展研究述评

Review of the 2011 New Media Development Study in China

中国广告产业升级与国家利益表达

Promotion of the advertising industry and expression of national interest in China

美国媒介批评中的民主危机论及其问题

Democratic crisis theory and its problems in American media criticism

中国传媒治理结构变迁及其政治动因

Changes in the media governance structure in China and its political dynamics

新闻与广告:议程设置的比较研究

News and advertising: a comparative study of agenda setting

中国报业集团转型中经营环境演进分析

Analysis of the evolution of the business environment in the transition of the Chinese Press Group

我国报业组织结构转型的对策思考

Ideas on the response to the transformation of the organizational structure of the country's press industry

大数据背景下的新媒介演进

Evolution of new media in the context of big data

新媒介技术对文化格局的冲击

Impact of new media technologies on cultural patterns

对CCTV-NEWS的节目内容分析报告

Analysis of programme content of CCTV-NEWS

网络论坛参与者参与动机的实证研究

Empirical study of the motives for participation of participants in the web forum

中国西部传媒与社会发展研究的现状与趋势

Status and trends of media and social development studies in western China

大众传媒健康传播的资源分布与理论模式

Distribution of resources and theoretical models for the healthy dissemination of mass media

中国媒介规制的发展、问题与未来方向

Developments, problems and future directions of media regulation in China

国际视野下央视纪录频道的品牌战略浅析

The brand strategy of the World Vision Records Channel is shallow.

我国国际传播人才教育及其发展态势探析

Our international dissemination of human resource education and its development profile

新媒体中的政治报道:形态演进与内容呈现

Political coverage in the new media: evolution and presentation of content

“十一五”时期中国传媒业发展的检视与思考

Review and reflection on the development of the media industry in China during the 11th Five-Year Period

民营传媒、外资传媒:中国广播影视业的新兴力量

Private and foreign media: the emerging power of the Chinese broadcasting and video industry

数字技术背景下电视产业竞争格局的重组和演变

Restructuring and evolution of competitive patterns in the television industry in the context of digital technology

文化体制改革背景下中国传媒体制改革研究述评

Review of the reform of the media system in China in the context of the reform of the cultural system

2010年中国期刊行业发展的热点探究与分析

Highlights of China's journal industry 2010 exploration and analysis

我国重大网络舆论事件基本状况与传播特征分析

Analysis of the basic state of major online opinion events in the country and the characteristics of communications

搜索中立?——基于“3Q大战”事件的实证考察

Searching neutral? - Empirical research based on the 3Qs.

西方国家政府新闻发言人制度评价机制的建构

Establishment of an evaluation mechanism for the press representation system in Western countries

广告与消费相关性的量化分析:来自中国的实证报告

Quantitative analysis of the relevance of advertising to consumption: empirical report from China

中国广告产业与文化产业增长相关性的实证分析

Empirical analysis of the relevance of the advertising industry to the growth of the cultural industry in China

中国传媒发展的竞争策略:基于“生态位”理论的考察

Competition strategies for media development in China: a study based on the “ecological position” theory

我国政府新闻发言人制度评价机制建构的必要性与可能性

The need for and the possibility of developing a mechanism for evaluating the system of public information speakers in our Government

论社会化媒体对报业数字化媒体平台的理念与权力影响

The conceptual and power implications of social media for digital media platforms in the press

一、手机媒体传播研究的主要进展

I. MAJOR PROGRESS IN THE STUDY OF TELEPHONE MEDIUM DISTRIBUTION

手机短信业务在2000年之后的迅速普及，促发了学界对于无线互联的关注。尽管对于该领域的研究成果并不多见，研究范式也未成熟，但是众多学者已经意识到未来的“移动上网”、“手机短信”等新技术对于人类生活的改变。

The rapid spread of cellular text messaging after 2000 has prompted academic attention to wireless connectivity. Although research findings in this area are rare, and research paradigms are immature, many scholars have come to realize that new technologies such as mobile Internet access, mobile text messaging, etc., will change human life in the future.

2003年在非典事件中，手机短信在讯息传播的过程中扮演了极其特殊却又相当重要的角色，一些社会学的研究课题对这种新兴的传播手段进行了探讨。然而遗憾的是，当时在我国的网络传播学界却鲜有学者对这种传播手段进行过专门的理论探讨或实证研究。直到2004年，中国人民大学出版社引进出版了美国的保罗?莱文森的著作《手机――挡不住的呼唤》，在国内学界引起了不少关注，这在很大程度上触发了各人文社科领域对手机媒体的研究兴趣。

Unfortunately, at the time, there were few scholars in the country’s web-based communications industry who had conducted specific theoretical or empirical research on such means of communication. Until 2004, the Chinese People’s University Press had introduced the book Paul Levinson of the United States, Mobile Phone - Unstoppable Call, which had attracted much attention in the country’s academic community, to a large extent triggered interest in research on mobile media in the humanities.

2008年，新闻传播学界对手机媒体的研究出现了专题化、精致化、跨学科化的特点，掀起了该领域学术研究的新热潮。

In 2008, research on mobile media by the press and communications community was characterized by a thematic, refined and interdisciplinary nature, which has given rise to a new trend in academic research in the field.

手机电视研究据统计，截至2008年10月21日，广电总局批准了190家互联网站从事视听节目传播业务；批准了中央电视台、上海文广集团、南方传媒集团和杭州广电集团与电信部门合作，试验开展IPTV业务；特别引人关注的是，还批准了中央三台、上海文广集团在全国范围内开展通信方式的手机电视业务以及北京、广东等省级电视台在本地开展通信方式的手机电视业务。

According to the mobile television study, as of 21 October 2008, the Directorate-General of Broadband approved 190 Internet stations for the dissemination of audio-visual programmes; approved the piloting of the IPTV operation by the Central Television, Shanghai Weng Guang Group, South Media Group and Hangzhou High Power Group, in cooperation with the telecommunications sector; and was particularly concerned about the approval of the three central mobile television units, Shanghai Weng Guang Group, and Beijing and Guangdong provincial television stations for the conduct of the local mobile television operation.

王虎在《中国手机电视发展若干问题研究》中指出，我国手机电视的节目设置大都是“电视台的直播频道点播下载”的形式，直播频道播放的是电视终端同样能收到的节目内容，而点播内容是对传统电视节目的选择性收看，手机电视互动性强、屏幕小、待机时间短、收费高等特性并未得到重视。这种频道设置方式并未考虑到手机电视的受众群体，更谈不上对这一受众群的细分化和差异化。可以说，我国当前的手机电视并未真正形成以移动终端为媒介的新媒体形态，而只是充当传统电视的移动化接收手段。

In a study on the development of mobile television in China, Wang Tiger pointed out that most of the programming on mobile television is in the form of “television channels on-demand downloads”, that television channels broadcast content that is equally accessible to television terminals, and that on-demand content is a selective view of traditional television programmes, that mobile television is interactive, small screens, short waiting hours, and high fees are not taken into account. Such channels are designed in a way that does not take into account the audience group of mobile television, let alone the segmentation and differentiation of this audience.

研究表明，手机电视的节目长度控制在15分钟之内是比较适宜的。当前较普遍的制作模式有以下三种：一是把传统节目重新剪辑、转码，去掉大部分元素，只留一个爆发点，做成短片用于手机电视播放。因此鉴于本身叙事机制在时长上不宜被删减的纪录片和访谈类节目则不适合用于手机电视。第二种模式是提供手机与电视直播节目的互补机制。手机电视可对传统电视已经播放过的内容进行回放，从而有效补充传统电视媒体单向、线性传播的缺陷。第三种模式是专门为手机量身定做电视节目。?

Research shows that it is more appropriate to keep the programme length of mobile television within 15 minutes. There are three types of production that are more prevalent today: one is to recut traditional programmes, recode them, remove most of the elements, and leave only one flashpoint for short video transmission on mobile television. Therefore, given the length of their own narrative mechanisms, documentaries and interview-type programmes that are not cut off, are not suitable for mobile television. The second is to provide a complementary mechanism for mobile and live television programming.

对于手机电视的经济学研究，2008年的学术界也有颇多收获。虞海侠从影响手机电视发展的内外部因素着手，引入战略管理中的SWOT分析框架，对于我国手机电视业务的优势、劣势、机会、威胁进行了分析。在此基础上，他指出，“手机电视发展的策略关键在于要充分发挥其便携性、交互性、分众性的特点,加大对手机电视的宣传力度,加强其产业链相关各方的合作,积极探索有效的商业运营模式。”?另外，尽快制定合理的国家技术标准,加大对终端的研发力度,打造丰富的手机电视节目内容,制定合理的资费策略,这些“功课”也必不可少。

On the basis of his analysis of the advantages, disadvantages, opportunities, and threats of our mobile television business, starting with the internal and external factors that affect the development of mobile television, he pointed out that “the key to the development of mobile television is to take full advantage of its portability, interactivity, crowding out features, to increase awareness of mobile television, to strengthen the cooperation of all parties involved in the development of its industrial chain and to actively explore effective business models.” Moreover, “workshops” are essential.

刘江华则主要运用迈克尔?波特的“驱动产业竞争力的五力模型”理论，从供应方、买方、替代威胁、进入威胁和竞争对手5个维度着手，对我国手机电视产业竞争状况展开分析，从一个横断面反映了目前我国手机电视产业发展现状、竞争优势和存在的问题。基于此，他还对我国手机电视媒体行业竞争趋势进行了预测。在他看来，“目前困扰手机电视发展的,并非手机电视的标准和制式，关健在于用户对于手机电视的熟悉和认可”。?与其观点略有不同，暨南大学的李苗认为，手机电视举步维艰，掣肘因素颇多。“3G网络建设布局尚未成型、技术与网络的硬环境不够完善，消费市场的培养还在孵化期，这些都是手机电视开发进展的瓶颈”

Liu Jianghua, for his part, uses Michael Potter's “Five Power Model, which drives the competitiveness of the industry” theory, starting with the supply side, the buyer, the alternative threat, the entry threat and the five dimensions of the competitor, to analyse the competition in our mobile television industry, reflecting the current state of development, competitive advantages and problems of our mobile television industry. On this basis, he also predicts the competitive trends in our mobile television media industry. In his view, “it is not the standard and format of mobile television, but the user's familiarity with and acceptance of mobile television.

有的研究者则把目光投向了海外。自2007年以来，美国传媒集团在移动媒体频段、移动媒体技术开发与手机制造等领域形成全面竞争,甚至开始把战火延伸到境外。王积龙在考察美国手机传媒市场基础上，深度分析了这场媒体大战的前因后果。他认为，“美国手机媒体市场竞争激烈的缘由，在于手机媒体巨大的利润空间和广阔的市场前景”?。

Since 2007, American media groups have competed across the board in areas such as mobile media frequencies, mobile media technology development, and mobile phone manufacturing, and have even begun to spread the war across the country. Wang Jialong, on the basis of a survey of the US mobile media market, analysed in depth the pre-war consequences of the media war.

国内国外冰火两重天，与美国手机媒体商务开发应用如火如荼的景象相比，我国的手机电视开发和实际应用却发展缓慢。对此，李苗指出了手机电视在3G时代的运行前景与对策：打造手机媒体视听节目品牌；培育核心竞争力，走内容经营之路；开发良性的商用模式。在他看来，“只有充分尊重消费者的意志，以丰富的内容和趣味的广告吸引手机用户主动点播观看，以注册制吸纳会员，以定制播送节目和广告，创造良性的互动模式和良性的营销传播模式，才能实现消费者、内容商、运营商、广告商的多方共赢”?。

In response, Li Ming pointed to the prospects and responses of mobile television in the 3G era: branding audio-visual programmes on mobile phones; fostering core competitiveness and pursuing content-based business paths; and developing a good business model. In his view, “only fully respecting the will of consumers and attracting mobile phone users on demand with content-rich and fun ads to register to include members, customize programmes and advertisements, and create good interactive and good marketing modes can consumers, content-makers, advertisers and advertisers win-wins?”

手机出版研究中国出版科学研究所编制的《2005―2006中国数字出版产业年度报告》所提供的数据显示，2006年我国数字出版业产值近200亿人民币，其中，手机出版额（包括手机报纸、手机游戏、手机彩铃、手机动漫）达80亿元。可见，手机出版已经成为推动新媒体发展的重要力量。

According to data from the Annual Report of China's Digital Publishing Industry, 2005-2006, produced by the China Institute for the Publication of Mobile Phones and Research, the digital publishing industry produced nearly 20 billion yuan yuan in 2006, of which 8 billion yuan were printed (including mobile newspapers, mobile games, cellular bells, mobile hand knobs). As can be seen, mobile phone publishing has become an important force for the development of new media.

近年来,手机报在我国发展十分迅速,呈现出“遍地开花”的局面。然而,当前手机报以订阅费为主要收入来源，盈利空间有限且模式单一,整个产业缺乏有效的市场开拓手段，这一弊端一直为运营商所诟病。研究者鞠宏磊以剖析手机报现有盈利模式为切入点，提出了基于内容支撑型手机广告作为新收入来源的盈利方式。“内容支撑型手机广告是一个完整的、能够自我滚动发展的商业模式。这个模式以免费提供大众化新闻性内容为支撑,通过内容产品的影响力来吸引广告商”。正如他所分析的，大众化的新闻性信息,更适合采用以广告作为价值补偿方式的盈利模式,而专业性强的信息才更适合订阅的方式。

In recent years, mobile phones have been growing rapidly in our country, showing a “flash-and-float” situation. However, the current mobile service is based on subscription fees as its main source of income, limited and monolithic scope, and the lack of effective market openings throughout the industry, a disadvantage that has been criticized by operators. Researchers have come to the fore with an analysis of the existing profit-making model, offering a profit-making approach based on content-supporting mobile phone advertising as a new source of income. “Content-type mobile phone advertising is a complete and self-rolling business model. This model is supported by the free provision of popular news content, which attracts advertisers through the influence of content products.” As he has analysed, popular news messages are better suited to a profit-making model based on advertising as value compensation, while professional information is better suited to subscription.

何先刚在《3G手机媒体与期刊出版》中的研究指出，手机阅读有以下特点：第一，可随时随地阅读，满足人们利用零散时间的需求，从而成为最佳阅读工具；第二，快餐式、浏览式、随意性、跳跃性、碎片化的浅阅读特征突出；第三，存储量大，可以成为随身的数字图书馆；第四，内容获取方便快捷；第五，拥有高效低廉的发行渠道；第六，图像、文字、声音一体化，形象生动；第七，受众面较宽；第八，可视、可读、可听，方式多。他还认为，目前期刊业的竞争异常激烈，为了生存与可持续发展，各期刊社必须根据3G手机媒体的特点及可能而形成的人们新的阅读习惯，面向市场，进行个性化出版、跨媒体。

A study just published in the 3G Mobile Phone Media and Journals points out that mobile phone reading is characterized by the following features: first, reading at all times to meet the needs of people using scattered time, thus becoming the best reading tool; secondly, fast-food, browsing, casual, leapfrogging, fragmented light-reading features that are prominent; thirdly, large storage, which can become an accompanying digital library; fourthly, easy access to content; fifthly, efficient and inexpensive distribution channels; sixthly, images, text, voice integration, graphics; seventhly, a wider audience; and, eighthly, visual, readable, hearable, and in a variety of ways. He also believes that, in order to survive and sustainable development, the journal industry is incredibly competitive and that, in accordance with the characteristics of the 3G mobile media and the possible new reading habits of the population, they must be market-oriented, personalized and cross-mediad.

郝正刚在《中国手机出版产业的现状及未来发展趋势》一文中指出：手机媒体减少了出版的中间环节，内容创造者与应用者之间可形成直接联系，用户既能作为受众也可成为作者。内容资源在相对扩大化的同时，开发难度也相对降低。手机出版的动态出版技术系统建设要在全行业全面展开，特别是动画、电影、电视等动态领域衔接技术的开发，如手机动漫和手机动态杂志等。以多种传统媒体内容整合为中心的手机出版将会迅速发展，并很快成为出版业的主要赢收渠道之一。

According to Hao, in his article on the current state of China’s mobile publishing industry and future trends, mobile media have reduced the middle of publishing, creating direct links between content creators and apps, and users can be both audiences and authors. While content resources have been relatively expanded, their development has become less difficult. The development of a dynamic publishing technology system for mobile publishing needs to be fully implemented throughout the industry, particularly in dynamic areas such as animation, cinema, television, and the development of bridging technologies, such as hand-movement and mobile-phone dynamic magazines.

面对同一主题，有研究者对于手机科技期刊出版模式进行了思考探究，研究认为，“手机科技期刊出版面临着技术标准与行业标准滞后、屏幕过小阅读不便、管理制度与体系不健全等系列问题”?。要进一步推进当前手机科技期刊的发展，需要转变办刊观念，实施政策引导，加强市场监管，以及积极探索不同类型手机科技期刊的赢利模式与运营模式。

With the same theme in mind, some researchers have considered how mobile technology journals can be published, arguing that “the publication of mobile technology journals is faced with a series of problems of lagging technical and industry standards, poor screen reading, and inadequate regulatory and institutional systems.” To further advance the current development of mobile technology journals, there is a need to change the concept of publishing, implement policy guidance, strengthen market regulation, and actively explore profit-making and business models for different types of mobile technology journals.

中国出版科学研究所所长郝振省则撰文对我国手机出版产业的现状与未来趋势做了探讨。在分析了手机出版面临产业链尚不完整、缺少集团化整合、政府管理政策缺位等发展困局的基础上，他乐观地预测：“手机出版服务政策或相关实体平台的推出、手机出版行业基础性建设的加强和发展，以及以多种传统媒体内容整合为中心的手机出版的迅速发展，这些困局将在未来手机出版发展趋势下被逐一破解”。

On the basis of an analysis of the current situation and future trends in the mobile publishing industry in China, the Director of China’s Institute of Publishing Sciences, Hao Jin Province, has been optimistic about the development difficulties faced by mobile publishing, which are still incomplete in the industrial chain, lack of group integration, and lack of government management policy, “the introduction of mobile publishing services or platforms of related entities, the strengthening and development of the infrastructure of the mobile publishing industry, and the rapid development of mobile publishing, which is centred on the integration of traditional media content, will be broken in the light of future trends in mobile publishing.”

二、数字媒体研究的主要进展

II. MAJOR DEVELOPMENTS IN DIGITAL MEDIUM STUDY

自2007年以来，我国广电媒体数字化发展速度更快、力度更强,整体战略布局也日渐清晰。在此背景下，黄升民等就我国广电数字新媒体的发展演变进行了梳理解析。研究认为，市场、技术、政策及其三者之间的博弈进程推进了我国广电数字新媒体的发展,在发展中各种矛盾的冲突演变成就了数字新媒体发展的现实状况,而且正是这些冲突演变构成了产业政策不断调整的基础。在他们看来，我国媒体的数字化才刚刚开始起步，尚缺乏完善的产业链和合适的商业模式。“新媒体的长足发展，有赖于政策监管层面、产业运营层面，甚至理论探讨层面的进一步深入探索”?。

Since 2007, our digital media has grown faster and stronger, and the overall strategic layout has become clearer. In this context, the Chinese and others have developed an understanding of the evolution of our new digital media. Research suggests that the process of playing games between markets, technology, policies, and its three players has advanced the development of our new digital media. The evolution of conflicting conflicts in development has led to the reality of the development of new digital media, and it is precisely these conflicts that have formed the basis for the constant adjustment of industrial policies. In their view, the digitalization of our media has only just begun, with a lack of well-developed industrial chains and appropriate business models.

数字电视研究长期以来,我国的电视产业以广告收入作为产业链增值的唯一途径，这种单一广告依赖型的盈利模式既抑制了内容制作端的多样化发展，又无法满足消费者的个性化需求，而且还降低网络运营商的市场推广激励，在电视产业数字化的趋势下，它将无以为继。

Digital television research has long seen the television industry use advertising revenue as the only way to add value to the industrial chain, a single-advertisement-dependent profit model that both inhibits the diversification of the content-making end and fails to meet the individualized needs of consumers, and also reduces market promotion incentives for network operators, which will not be sustainable in the context of the trend towards digitization of the television industry.

以双边市场为理论范式，顾成彦、胡汉辉从传统的广告电视的主要弊端出发,运用双边市场框架分析了我国数字电视产业的盈利模式创新问题,提出了“深化体制改革明晰市场经营主体、基于双边市场特征创新定价模式、纵向整合以获取内容产品控制权、横向兼并以实现产业规模化发展”?等实现创新型盈利模式的对策。

Using the bilateral market as a theoretical paradigm and using the bilateral market framework to analyse the innovation of the country's digital television industry in the light of the main disadvantages of traditional advertising television, Sung-hyun and Hu Han-hui have proposed responses to innovative profit models such as “deepening institutional reforms to clear market operators, innovative pricing models based on bilateral market characteristics, vertical integration to gain control over content products, horizontal mergers to achieve industrial scale development” and so forth.

而在数字电视的具体收费定价上，江虹、卓俏青从经济学视角出发，通过分析有线数字电视的成本结构，讨论二部制定价模式的适用性及其优势,进而结合价格歧视理论,探析了我国有线数字电视设计多种价格套餐的可能方案。研究发现，“尽管采用多重价格套餐会增加各地有线网络运营商的研发投入，但无论是在经济理论上，还是来自其他相似垄断行业的实践经验,都表明其收益要远大于成本”。

On the specific fee pricing side of digital television, Jiangi and Qing are looking at the cost structure of cable digital television from an economic point of view, discussing the applicability of the two price-setting models and their advantages, and thus exploring, in conjunction with the theory of price discrimination, possible options for the design of a wide range of price packages for cable digital television in our country. The study found that “despite the use of multiple price packages to increase research and development inputs from local cable network operators, both in economic theory and from practical experience in other similarly monopolistic industries, the benefits are far greater than the costs”.

关于广电新媒体的发展，徐敢峰站在文化产业的角度，对于制约广电新媒体的政策、体制、机制、资本、技术和人才等瓶颈进行了逐一探析。在此基础上，他提出了促进我国广电新媒体产业化发展的具体思路：“打破行政区划，尽快尝试跨地域运作；放宽资本进入条件，力促社会资本进入；统一新媒体各业务国家标准,理顺产业链；给予各级广电必要的资源支持”?

With regard to the development of new mass media, Xu Keung, from the perspective of the cultural industry, has examined the policy, institutional, institutional, institutional, capital, technical and human bottlenecks that constrain new mass media. On this basis, he proposes concrete ideas for promoting the industrialization of new mass media in our country: “Breaking administrative boundaries and trying to operate geographically as quickly as possible; easing capital entry conditions and promoting social capital entry; unifying national standards for new media operations and streamlining the industrial chain; and providing the necessary resource support at all levels.”

数字报业研究发展数字化报纸,是传统报业今后发展的必由之路。研究者徐君康对于我国数字报业的价值链进行了审视。在探讨了数字报业价值链的内涵、构成环节的基础之上，他指出，“数字报业的价值链的内涵要求报业不但能提供新闻信息,更要提供综合服务信息,要把数字报业看成是一种更为广阔的信息服务平台”?。而要建立新的价值链，就必须转变经营战略,由内部管理型转向外部交易型,从战略运营的层次连接更多的资源,并根据发展需要实现资源的最佳组合。

Research on digital journalism and the development of digital newspapers is essential to the future development of the traditional press. Researcher Xu Junkang examined the value chain of the digital press in our country. On the basis of an examination of the content and composition of the digital press value chain, he noted that “the content of the digital press value chain requires that the press not only provide news information, but also provide integrated services that view the digital press as a broader information service platform.”

数字出版研究在数字出版方面,我国经过起步阶段和快速发展阶段,目前正处于重要的转型时期,不可避免地存在着诸多问题。赵亮、何镇飚在剖析了我国数字出版业精品少而定价高、销售渠道不畅通、出版业体制改革滞后等主要问题的基础上，提出了“永葆质量、以市场为主导的同时积极引导市场、在细分与整合相结合中销售、深化出版业文化体制改革”?等推进我国数字出版业发展的策略措施。

With regard to digital publishing, the country is in an important period of transition after the initial and rapid stages of its development. There are inevitably many problems. Zhao Qing, Ho, and others, based on an analysis of the main problems of our digital publishing industry, its low quality and high pricing, its poor distribution channels, and the lag in the reform of its publishing system, have proposed strategies to “continuish quality, market-led and, at the same time, actively guide the market, sell in the context of segmentation and integration, and to deepen the reform of its publishing culture?”

在数字媒体的监管方面，喻国明等在《中外数字媒体内容监管体系的效果评估研究》一文中运用了成本―收益、成本―效果、权变评估等分析框架和数据模型，研判了不同内容监管体系的多重效果，并就数字媒体内容监管体系的效果评估方法及指标选择如“政治意义、媒体绩效、产业发展、总体福利”等做了初步探讨。

With regard to the regulation of digital media, it is self-evident that countries have used analytical frameworks and data models, such as cost-benefits, cost-effectiveness, power-change assessment, in their study of the effectiveness of regulatory systems for digital media content regulation, to develop the multiple effects of regulatory systems for different content, and to conduct preliminary discussions on methods and indicators for evaluating the effectiveness of regulatory systems for digital media content, such as “political significance, media performance, industrial development, overall welfare”.

三、其他新兴媒体研究的主要进展

III. MAIN DEVELOPMENTS IN OTHER EMERGING MEDIUM STUDY

IPTV研究所谓IPTV即交互式网络电视，是一种利用宽带有线电视网，集互联网、多媒体、通讯等多种技术于一体，向家庭用户提供包括数字电视在内的多种交互式服务的崭新技术。中国的IPTV产业,在经历了2004年的萌芽,2005年的博弈, 2006年的曲折, 2007年的破冰后,已经到了一个产业的十字路口。

IPTV studies the so-called IPTV, interactive network television, a new technology that combines a wide range of technologies, such as broadband cable television, the Internet, multimedia, and communications, to provide a wide range of interactive services, including digital television, to family users. China’s IPTV industry, after the early years of 2004, the games of 2005, the twists of 2006, has reached an industrial crossroads after the break of the ice in 2007.

如学术界一般所论，IPTV这种基于互联网协议的传播形态，通过互联网协议来提供有线电视网、互联网、多媒体、通讯等多种技术在内的数字媒体服务的综合性媒体形式，不仅具有电视媒体网站的所有传播功能，还能为用户提供更加便捷、全面、到位的服务，的确在媒体形态上具有很大的先天优势。但是，与大部分手机电视节目一样，IPTV的大部分节目内容都移植于传统电视节目，普通受众并不会愿意付费去观看相同的节目，更何况在现有条件下，IPTV的清晰度、流畅度还远不及传统电视，其发展存在很大的产业市场困境。在这方面，新闻传播学术界一向少见公允冷静的探讨。

As the academic community has generally argued, IPTV, an Internet protocol-based mode of dissemination, provides a comprehensive form of digital media services, including cable television networks, the Internet, multimedia, communications, etc., through Internet protocols, not only with all the communication functions of the television media website, but also with a more accessible, comprehensive and in-house service for users, and indeed has a great birthright in media form. But, like most mobile television programmes, much of the IPTV programming is transplanted to traditional television programmes, and the general audience is not willing to pay for the same programme.

刘逸帆以我国IPTV当前所面临的困境为切入点，就IPTV的出路展开了探析。他认为：“IPTV迅速发展的关键条件在于：巨大的市场需求空间、成熟的IT技术及基础设施、适宜的业务模式、可观的产业规模，以及良好的政策支持和相对完善的法律环境等必备条件的出现”。

Liu Xuan, taking as an entry point the difficult situation our country currently faces with IPTV, has explored the way out of the IPTV. “The key conditions for the rapid development of the IPTV are the emergence of conditions such as huge market space for demand, mature IT technology and infrastructure, appropriate business models, significant industrial size, and good policy support and a relatively sound legal environment”.

图文仿真报研究图文仿真报通称电子报，在我国已经获得了一定的发展。研究者邓建国从剖析这种新媒体的优劣势和现实处境出发，探究了这种媒体形式的发展前景。他认为，图文仿真报虽然具有节省成本、吸引广告、便于存档以及具备网络无远弗届的优势，但也存在定位模糊、以“传者为中心”的心态、内容封闭的缺点。在此基础上，他提出预测：“不论图文仿真版还是报纸阅读器，不过是传统媒体一厢情愿的‘怀旧’,或是其在传统和网络读者的双重压力下做出的折衷,它们作为数字报的呈现格式,只是一种过渡；其发展趋势是移动电子报。”?

There has been some development in the country, as illustrated by the graphics of the real story study, the popular electronic report. Researcher Deng founded the country to explore the development prospects of this form of media based on an analysis of the advantages and realities of this new medium. He argued that, while it was cost-effective, attractive to advertise, easy to archive, and the advantage of the Internet, it also had the disadvantages of a vague location, a “message-centric” mentality, and closed content. On that basis, he predicted that: “whether it is a true piece or a newspaper reader, it is merely a “nosy” of the traditional media, or a compromise made under the dual pressure of traditional and web readers, which is merely a transition; its development trend is a mobile electronic report.”

移动媒体研究移动媒体，主要指利用数字广播电视地面传输技术播出，以满足流动人群的视听需求为主的新兴媒体，自2003年以来，移动媒体已经在上海、长沙、北京、武汉等30多个城市落地生根、发展壮大。石长顺、徐锐以湖北移动频道为代表，考察了移动媒体的发展现状，并分析了移动媒体在运营发展过程中遇到的“市场规范性不强、产业政策不配套、运营主体缺乏市场化”等问题和困难。基于此，他们提出了移动媒体“规范移动电视市场、延伸覆盖面、整合拓展电视终端”的发展策略。

Mobile media, mainly new and emerging media using digital radio and television ground transmission technologies to meet the audio-visual needs of mobile populations, have taken root and grown since 2003 in more than 30 cities, including Shanghai, Changsha, Beijing, and Wuhan. Ishau, Xu, represented by the Hubei mobile channel, examined the development of mobile media and analysed the problems and difficulties encountered by mobile media in operating with “market regulation, industrial policies and the lack of marketization of operators.” On this basis, they proposed a development strategy for mobile media to “regulate mobile television markets, extend coverage, integrate and expand television terminals.”

通观而言，2008年度，关于各类新兴媒体的发展及其学术研究进入了一个崭新的大发展时期，相对来说，与其他学科相比，新闻传播学15种CSSCI来源期刊中关于各类新兴媒体研究的论文成果尚不为多，这表明新闻传播学的主流期刊对新兴媒体研究的重视程度仍不充分。

In general terms, the development of new and emerging media and their academic research entered a new era of development in 2008 and, relative to other disciplines, the results of papers on new and emerging media research in 15 CSSCI source journals have not been as high as they are in other disciplines, indicating that mainstream journalism journals continue to pay insufficient attention to new and emerging media research.

在目前所见的若干研究文章中，无论是技术潮流的把握，还是对媒体发展策略的分析，均有不少启发性。然而，在有限的学术繁荣的背后，也存在一定的问题：1）大部分论文仍然停留在现象分析，缺乏传播理论意义上的深入研究。2）鲜见第一手的实证性研究，现有的个别实证研究也多流于描述或理论的简单检验。3）研究视野仍有狭窄之嫌，常见选题撞车、缺少学术对话等情况。

However, behind the limited academic boom, there are certain problems: 1) Most of the papers are still stuck in phenomenon analysis and lack of in-depth research in the theoretical sense of dissemination. 2) First-hand empirical studies are rare, and individual empirical studies are often more frequent than descriptive or theoretical simple tests. 3) The research landscape is still narrow, with frequent problems of problem selection, lack of academic dialogue, etc.

由于各类新兴媒体的发展目前还不够成熟，一些开拓性的研究工作无疑还十分艰巨。我们期待着新闻传播学界来年对新兴媒体的研究能够有更大的进步，出现更多、更好、更规范的学术成果。■

As the development of new media of all kinds is not yet mature, some pioneering research is undoubtedly difficult. We look forward to further progress in the research of the news and communications community on emerging media over the next year, with more, better, more structured academic results.

（本文作者系南京大学新闻传播学院教授，本论文为教育部人文社会科学重点研究基地重大项目“新媒体与我国沿海发达城市市民的媒介选择”的初期成果之一。本项目组通讯作者包括：陶大坤、吴芳、邵晓、虞D、孙洁）

(Professor at the Institute of Journalism and Communication, Nanjing University, this paper is one of the first results of a major project of the Ministry of Education's Research Base for Humanities and Social Science, “The Media Choices for New Media and Citizens of Our Developed Coastal Cities.” The authors of this group's newsletters include: Tao Daqun, Wu Fang, Xiao Xiao, Yiu D, Sun Jie)

注释：

Notes:

崔保国、张晓群：《新媒体对中国传媒产业的影响分析》，《现代传播》2008年第1期

Choi Pao, Zhang Xiaoqun: Analysis of the impact of the new media on the Chinese media industry, Modern Communications No. 1 of 2008

慧聪网。网址。2008年10月21日

Wisdom Network. Website. 21 October 2008.

王虎：《中国手机电视发展若干问题研究》，中国博士学位论文全文数据库，2008年4月

Wang Tiger: Research on Selected Issues in Mobile Television Development in China, full-text database of the Chinese doctoral degree papers, April 2008

虞海侠：《我国手机电视业务的SWOT分析与对策》，《现代传播》2008年第1期

" SWOT Analysis and Response to our Mobile Television Operations ", Modern Communications, No. 1, 2008

刘江华：《我国手机电视产业竞争驱动力探析》，《当代传播》2008年第4期

Liu Jianghua, “Experts of competition in our mobile television industry”, Contemporary Communications No. 4, 2008

李苗：《手机媒体视频开发的瓶颈分析与对策》，《中国广播电视学刊》2008年第4期

Li Ming: Analysis of bottlenecks and responses to mobile media video development, Chinese Radio and Television Journal No. 4, 2008

王积龙：《剖析美国手机媒体市场争夺战》，《当代传播》2008年第5期

Wang Jialong, Diagnosis of the American Mobile Media Market, Contemporary Communication No. 5 of 2008

鞠宏磊：《手机报盈利模式探究》，《当代传播》2008年第1期

Quote: “Mobile phone for profit model exploration”, Contemporary Communications, No. 1 of 2008

何先刚：《3G手机媒体与期刊出版》，《出版发行研究》2008年第3期

First of all: 3G Mobile Media and Journal Publication, Publication and Distribution Study No. 3 of 2008

郝正刚：《中国手机出版产业的现状及未来发展趋势》，《科技与出版》2008年第7期

Hao Junggang: Current situation and future trends in the mobile publishing industry in China, Science and Technology and Publication No. 7 of 2008

何先刚、周仁惠：《关于3G时代手机科技期刊出版模式的思考》，《科技与出版》2008年第7期

Ho, Zhou In-hye: Reflections on the Mode of Publication of Mobile Technology Journals in the 3G Age, Science and Technology and Publication No. 7 of 2008

郝振省：《中国手机出版产业的现状及未来发展趋势》，《科技与出版》2008年第7期

Hao Jin Province: Current situation and future trends in the mobile publishing industry in China, Science and Technology and Publication No. 7 of 2008

黄升民、周艳、王薇：《发展?冲突?创新――解析中国广电数字新媒体的发展演变》，《现代传播》2008年第5、6期

Huang Ying Min, Zhou Ying, Wang Wei: " Development? Conflict? Innovation - Deconstructing the Development of China's New Digital Media ", Modern Communications Nos. 5 and 6 of 2008

顾成彦、胡汉辉：《我国数字电视产业盈利模式创新研究》，《现代管理科学》2008年第5期

Koo-hyeon, Hu Han-hui: Research on Innovations in Profiting Models in our Digital Television Industry, Science of Modern Management, No. 5 of 2008

江虹、卓俏青：《有线数字电视收费模式的经济学分析》，《现代传播》2008年第2期

" Economic analysis of cable digital television billing patterns ", Modern Communications No. 2, 2008

徐敢峰：《从文化产业角度看广电新媒体发展》，《现代传播》2008年第3期

Xu Jingfeng: Development of new media from a cultural industry perspective, Modern Communication No. 3 of 2008

徐君康：《数字报业价值链的审视》，《当代传播》2008年第4期

Xu Junkang: A review of the digital press value chain, Contemporary Dissemination No. 4 of 2008

赵亮何、镇飚：《我国发展数字出版的策略分析》，《编辑之友》2008年第5期

Zhao Liang Ho, Jin Jian: Analysis of our strategy for the development of digital publishing, Friends of the Editor, No. 5 of 2008

引言

Introduction

近年来，多媒体技术得到了飞速的发展，它是指一组硬件和软件设备，结合了不同的视觉和听觉媒体，能够让人产生印象深刻的视听效果，它包括了图形、动画、图像以及文字等。而在听觉上则包括了语言，音响、音乐等，它不仅是时代的产物，也是人类历史发展的必然产物，它的出现大大促进了我国印刷工业的发展，大大提高了印刷工业工作效率，使得印刷传播科技更加生动活泼，有声有色[1]。本文将以多媒体技术为起点，分析当前我国印刷科技的发展趋势，分析多媒体技术下我国印刷技术受多媒体带来的机遇和挑战，现综述如下。

In recent years, multimedia technology has developed rapidly, in the form of a set of hardware and software equipment that combines different visual and audio media and can produce impressive audio-visual effects, including graphics, animations, images, text, etc. In the case of hearing, it includes language, audio, music, etc., which is not only a product of the times, but also a necessary product of human history, and which has greatly contributed to the development of the printing industry in our country. It has greatly increased the efficiency of the printing industry, making printing and communication technologies more dynamic and visible.[1] This paper will begin with multimedia technology, analysing the current trends in our printing technology and analysing the opportunities and challenges posed by multimedia technology to our printing technology, as summarized below.

1 印刷工业的发展趋势

1 Trends in the printing industry

随着多媒体技术的飞速发展，数字化已经成为流行，DTP、CTP的出现大大促进了印前数字化的实现，并且整个印刷流程的数字化也已经成为公认的发展趋势，但是，在印刷流程数字化的同时，传统的印刷技术仍然存在着很大的生存空间。在数字化发展大趋势下，必须大力推进数字化流程，传统印刷要和多媒体技术建立有机的融合。即使在多媒体革命的今天，纸张仍然是最优越的媒体之一，由于人们的习惯以及生理等，使得纸质媒体的作用不会受到削弱。多媒体技术的出现只是让人们多了一种认知世界的手段。此外，多媒体技术的发展全球化时代已经来临，印刷业跨国合作也越来越多，新技术等在印刷工业中得到了飞速的发展。

With the rapid development of multimedia technologies, digitization has become popular, the emergence of DTPs and CTPs has greatly contributed to the attainment of pre-print digitization, and the digitization of printing processes as a whole has become a recognized trend. However, while the digitization of printing processes has taken place, there is still a great deal of room for traditional printing.

2 印刷科技的发展趋势

2 Trends in printing technology

从印刷媒体技术发展时代来说可以将其分为三个时代，即模拟、模拟+数字以及数字时代。全面数字化、整合生产技术成为了我国印刷科技的发展趋势。目前，我国印刷科技的发展正从“模拟+数字”向数字时展的过渡时期。且随着多媒体技术的飞速发展以及网络化潮流的推进，印刷媒体技术发展趋势具有以下体现，具体如下：（1）数字化工作流程与JDF共存；（2）CTP技术在印刷工业中飞速发展；（3）数字打样技术以及数字因数技术的的不断融合。（4）自动化、全能化以及喷墨技术的广泛使用等[2]。

In the era of technological development in the print media, it can be divided into three times: simulation, simulation + numbers, and the digital age. Full digitization and integration of production technologies has become the trend in printing technology in our country. Currently, the development of printing technology in our country is moving from “simulation + numbers” to digital times. And, with the rapid development of multimedia technology and the spread of web-based tides, the trend in printing media technology has been reflected as follows: (1) digital workflows coexist with JDFs; (2) CTP technologies develop rapidly in the printing industry; (3) digital sampling technology and the continuous integration of digital factors technology. (4) Automation, total energyization, and the widespread use of ink-jet technology.[2]

3 印刷媒体享受多媒体带来的机遇

3. Access of the print media to the opportunities presented by multimedia

随着我国高新信息技术的演进和应用，社会正朝着多媒体方向发展。印刷业为提供媒体的主要行业之一，也越来越受到人们的关注。多媒体技术下可以将印刷产生概括为两个简单的事情，（1）将印刷原稿的东西转化为数字资/资产；（2）数字资源/资产通过适合的方式转化为人们需要的产品。随着多媒体技术的飞速发展，我国印刷传播科技也得到了飞速的发展。

The printing industry is also gaining interest as one of the major media providers. Multimedia technology allows printing to be condensed into two simple things: (1) conversion of printed originals into digital capital/assets; (2) conversion of digital resources/assets into products that people need in a suitable way. With the rapid development of multimedia technology, the country’s printing and dissemination technology has also developed rapidly.

印刷属于多媒体行业，随着社会的发展，信息媒介的主要形式从声音到手写文字到印刷又发展到现在的多媒体，在每一个转变中，原有媒介不但没有消失，反而成为了新媒介的一部分。而印刷和多媒体的关系也是如此，将先进的多媒体技术应用到印刷技术中必将推进印刷技术的进步和发展，从而提高印刷作业水平和效率，尤其在印前。印刷数据的数字化使得印刷和多媒体直接联系起来，从而为印刷开辟了新的前沿和发展导率。印刷主要是进行文字、图像以及静画信息的处理，通过数字化能够将其储存其中使得声音和动画等结合在一起。信息的数字化、多样化、网络化等都为我国印刷注入了新的活力和生机。

Printing is in the multimedia industry, and as society develops, the main forms of the information medium have evolved from voice to handwritten text to print to the current multimedia, and in each transition the original medium has not disappeared, but has become part of the new medium. The same applies to printing and multimedia relations, where the application of advanced multimedia technology to printing technology will advance the progress and development of printing technology, thus increasing the level and efficiency of printing operations, especially before printing. The digitization of printed data directly links printing to multimedia, thus opening up new frontiers and development guides for printing.

4 印刷面临多媒体的挑战

4 Multimedia challenges for printing

多媒体技术在促进印刷传播科技发展的同时也增加了许多新的挑战，其主要冲击主要体现在多媒体出版物上。印刷媒体主要是将纸张作为介质，而多媒体的出现将出版物作为一种新的信息载体，它的革命性的意义不可轻视，它不是纸质印刷媒体的延伸，而是一种新型的出版形式。信息的数字化、多媒体化等使得传统印刷出版业不可避免的受到有力的冲击，对我国印刷业、印刷观念以及印刷市场都产生了不可忽视的影响[3]。

Multimedia technology has also added many new challenges to the development of print dissemination technology, the main impact of which has been on multimedia publications. The print media, which mainly use paper as a medium, and the multimedia presence as a new medium of information, have a revolutionary significance, not as an extension of the paper-based print media, but as a new form of publication.

结语

Concluding remarks

多媒体技术改变了印刷的生产方式，我们不仅要在本位上要求更快、更好的生产，还应该善于将多媒体技术运用于印刷传播科技中，善于将文字、图形以及影像信息融入印刷传播科技中，促进印刷传播科技和多媒体技术的更好融合。

Multimedia technology has changed the way printing is produced, not only by demanding faster and better production at this level, but also by applying multimedia technology to print and communications technology, by integrating text, graphic and visual information into print and by promoting better integration between print and multimedia technologies.

参考文献

References

关键词：传媒；上市公司；研究介评

Keywords: media; listed companies; research evaluations

中图分类号：G206 文献标识码：A 文章编号：1672-8122（2014）10-0047-04

Central Chart Classification Number: G206 Bibliography ID Code: A Article No: 1672-8122 (2014)10-0047-04

文化建设是建设中国特色社会主义事业的重要组成部分。十指出要坚持把社会效益放在首位、社会效益和经济效益相统一，推动文化事业全面繁荣、文化产业快速发展，明确指出要构建和发展现代传播体系，提高传播能力。传媒行业作为文化产业的核心组成部分，正面临着新一轮的发展机遇。同样，伴随着中国资本市场不断改革和发展的过程，在过去的二十多年中传媒行业得到了迅速发展，这得益于逐步优化的政策环境，也得益于文化产品内需不断增长等内生性因素。

The media sector, as a central component of the cultural industry, is facing new opportunities for development. Similarly, the media sector has developed rapidly over the past two decades as a result of the ongoing process of reform and development of China’s capital markets, thanks to a policy environment that has been gradually optimized and to factors that are inherent in the growing demand for cultural products.

在20世纪90年代，传媒产业逐渐步入资本市场，越来越多的企业利用资本市场这一融资渠道进行改制上市，从而推动资源的优化配置，完善资本结构，实现企业资本价值的最大化。然而上市后，在新的传媒生态下，传媒企业的现状如何，如何发展，面临哪些机遇又存在哪些问题，这些不仅关系到投资者的切身利益，更是关乎到整个行业的发展方向。因此受到了政府机构和学术界的广泛关注。

In the 1990s, the media industry gradually moved into the capital market, and a growing number of enterprises used capital markets as a source of financing to market, thereby promoting the optimal allocation of resources, improving the capital structure, and maximizing the value of the enterprise’s capital. However, after listing, under the new media environment, the status, development, opportunities and problems faced by the media enterprises were not only of immediate interest to investors, but also of the entire industry.

一、研究概况阐述

I. OVERVIEW OF THE RESEARCH

2001年，中国证监会颁布的《上市公司行业分类指引》中就明确将“传播与文化”产业作为一个独立、基本的产业门类就传媒行业而言，这也意味着传媒行业作为一个独立的产业门类介入资本市场。因此，本文亦以2001为起点，对国内传媒上市公司领域的研究进行分析。本文对2001年至今刊载于包括《新闻界》《新闻大学》《现代传播》《国际新闻界》《出版发行与研究》以及《新闻记者》等核心期刊上的研究论文进行了梳理。

In 2001, the CSRC issued Guidelines for the Classification of Listed Companies, which explicitly treats the “communication and culture” industry as an independent and basic industry, which also means that the media sector is involved in the capital market as an independent industry. Therefore, the present paper also uses 2001 as the starting point for analysing research in the field of listed companies in the domestic media. The paper summarizes research papers published from 2001 to date in core periodicals such as The Press, The University of Journalism, The International Press, Publication and Research, and The Journalist, among others.

（一）文献发表量的分布

(i) Distribution of published literature

随着文化体制改革的提出和推进，作为新兴行业的传媒产业逐渐迈入高速发展的轨道，传媒行业呈现出强劲的产业化发展势头。越来越多的传媒企业融入资本市场开展资本运作。本文统计了2001年至今传媒上市公司研究的60余篇论文，图1显示了样本在统计时间上的分布情况。从图1可以看出，国内对传媒上市公司的关注和研究整体上呈上升趋势，尤其是2006年以后，2011年则达到了10篇，这种情况跟整个行业的宏观环境是分不开的。

As a result of the introduction and advancement of cultural reform, the media sector, as an emerging sector, is on a fast track, with strong industrialization. More and more media enterprises have integrated into capital markets for capital operations.

图1 2001年至今传媒上市公司样本研究文献时间分布图

Figure 1 Time distribution of studies of sample companies listed in the media, 2001-present

（二）作者情况

(ii) Authors

从该研究样本来看，论文作者主要来自于国内各企业、高校和研究机构，以新闻传播学、经济管理的教授、研究员和研究生为主，其中一部分作者具有跨学科背景，其研究的视角多为宏观，微观层面以实证为主，研究方法逐渐范式化、程式化。

From the sample of the study, the authors of the papers came mainly from enterprises, universities and research institutions in the country, focusing on journalism, economic management, professors, researchers and graduate students. Some of the authors had an interdisciplinary background and had a much macro perspective, a microlevel based on empirical evidence, and research methods were gradually becoming paradigmatic and programmatic.

二、传媒上市公司（2001年至今）研究综述

II. OVERVIEW OF THE RESEARCH BY THE COMMUNICATIONS IN THE COMMUNITY OF THE MEDIUM (2001-present)

（一）传媒行业上市公司概览

(i) Overview of listed companies in the media industry

1.传媒上市企业类型

1. Types of enterprises listed in the media

传媒产业涵盖了信息生产、加工、储存、传播、附加产品等诸多领域，如果以产业门类、行业划分标准以及主营内容三个维度为依据，可以将传媒企业分为：出版、广播电影电视业、信息传播服务业以及其他传播文化业等板块。据统计，在沪深两市中上市的传媒企业，出版类上市公司9家，广播电影电视业13家，信息传播服务业8家。翟文在《国内主要传媒上市公司简介》[1]一文中，将上市公司分为三个类型：传统型、成长型和涉足型。

The media industry covers a number of areas such as information production, processing, storage, dissemination, additional products, and, if based on three dimensions: industrial category, industry classification criteria, and main content, it can be divided into the following sectors: publishing, radio and television, information and communication services, and other communication cultures. According to statistics, the media enterprises listed in the two markets, 9 publishing companies, 13 broadcasting and television companies, and 8 information and communication services. In the article " Profile of companies listed in the main media in the country ", the listed companies are divided into three categories: traditional, growth and mobility.

2.传媒上市公司整体特征

2. General features of listed companies in the media

上市公司中，在时间上表现出两段上市热潮，尤其是从2006～2012年最为突出。一些论文对上市的传媒企业进行分析，从各自的角度总结一些特征。

In the case of listed companies, there are two periods of public interest, particularly from 2006 to 2012.

图2 沪深两市传统传媒企业上市时间分布

Figure 2 Distribution of the listing times of traditional media enterprises in the two cities

《中国上市传媒企业经营管理现状分析》[2]中对在内地市场交易的28家上市传媒企业进行了分析，指出以2007年为节点，传媒企业上市的节奏前后呈现出由缓慢到加快的特点，这得益于两方面的因素：一方面，文化体制的改革与深入促使了传媒企业现代企业制度的建立，促进了企业的转型发展；另一方面，随着我国经济的发展和对外水平的提高，资本市场越来越开放，导致了传媒企业纷纷涉足资本市场。

An analysis of the current state of business management in listed media enterprises in China[2] analysed the 28 listed media enterprises traded in the mainland market, noting that the 2007 nodal point had been characterized by a slow and accelerated pace of listing of media enterprises, which had resulted from two factors: on the one hand, the reform and deepening of the cultural system, which had led to the establishment of a modern business system for media enterprises, had contributed to the transformation of enterprises; and, on the other hand, the increasing openness of the capital market, which had led media enterprises to become involved in the capital market as a result of the development of the country's economy and the increase in its external level.

传媒企业上市的方式一开始主要以借壳上市为主，例如2000年赛迪传媒借壳港澳实业上市，博瑞传媒借壳四川电器上市，后来逐渐转变为以发行新股为主的方式，上市的主体也逐渐从国有传媒企业为主向其他所有制传媒企业转变，其在市场表现中总体上处于合理范围之内，并且在初期，从主营业务辐射到衍生业务，越往边缘扩展，上市公司的数目就越多，这是国内传媒上市公司初期最为显著的一个特征，但是不管怎么样，该篇论文中还指出，传媒企业的上市最终还是直接壮大了企业的实力，从传媒上市企业的经营绩效来看，这是显而易见的。2003年，翟文在上述文中归纳了三种类型上市公司各自的特征，指出：（1）传统型传媒上市公司本身就是依托媒体而创立发展起来的，位于中心城市，得到当地政府有关部门的强有力支持，所依托的媒体的地域覆盖广阔，其主业明确且规模大，业绩显著，业务扩展能力强，如电广传媒（000917），东方明珠（600832）等。（2）成长型的传媒上市公司在行业内具有较大规模的投入，且将传媒也作为今后公司发展的战略重点，如赛迪传媒（000504），博瑞传媒（600880）等。（3）涉足型传媒上市公司大都是小规模地涉足传媒业，基本上属于个案投资，尚未将传媒作为发展的重点。这些特征尽管具有一定的时效性，但是就目前传媒上市公司来看，后继上市企业中也同样具备上述特征。

The way in which media enterprises are listed, which is generally within a reasonable range of market performance, is to be found at an early stage, for example, in 2000 when the Sadi media were listed in the Australian business of Shell, and in 2000, when the Bore media were listed in the Sichuan appliances, the way in which the listed subjects were gradually transformed from state-owned media enterprises to other ownership media enterprises, the way in which they were listed, the way in which they were listed, and the way in which they were listed, the way in which they were exposed from the main business to the derivatives, the more the number of listed companies is to be found at an early stage, but in any event, the way the media outlets were to be listed in the same way, and the way in which they were listed in the paper, the way in which they were listed in the paper was to be distributed, the way in which they were to be listed in the market, the way in which they were to be listed, was to be found in the medium of the medium-to-to-to-to-to-to-to-to-to-to-to-to-to-to-to-to-to-be (to-to-to-to-to-to-be-to-to-to-to-to-to-be-to-to-to-to-be-to-to-to-to-to-to-be-to-be-to-be-to-to-to-to-to-be-to-to-to-to-to-to-be-be-be-be-to-to-be-to-to-to-to-to-the-to-to-to-be-to-to-the-to-to-the-the-to-the-the-to-to-to-to-the-the-to-to-the-the-to-to-the-the-the-the-to-to-to-the-the-the-the-the-the-the-the-to-the-the-the-to-to-to-to-the-the-to-to-the-to-to-the-the-to-to-the-the-to-the-to-the-the-the-the-the

与其他行业相比，传媒行业具有一些自身的特性，《传媒上市公司财务报告分析》[3]中对传媒上市公司整体运作特征做了总结，指出我国传媒类公司运作特点可以归结为以下几个方面：（1）传媒主业不突出：“在我国，所谓的‘传媒概念股’离传媒主业，即传媒核心业务相距较远。”（2）经营规模小：“与年收入数百亿、数千亿美元的国际传媒集团相比，我国传媒类上市公司尚属于资本市场中的‘小舢板’，经营规模相差悬殊”。（3）资本主题相对单一：“传播与文化类上市公司，特别是广播电视类上市公司，资本主体主要是国家”。（4）垄断竞争优势明显：“在传媒业态细分中，通常是依靠渠道之上，而不是依靠内容为王。发源于广电系统内部的关联企业在行业内相对垄断的资源中独占鳌头，成功上市的公司，不像传统意义上的内容提供商，更像是资源的整合平台，依托行业政策保护形成垄断竞争力”，“如‘东方明珠’‘歌华有线’等传媒类上市公司，其控股股东均为广电系统内部的国有企事业实体，拥有天然的行业准入通行证”，“凭借传媒垄断开展经营，享有体制内和体制外企业的双重优势，这是电视传媒上市公司所拥有的核心资源”。（5）过度依赖广告收入，“长期以来，我国大多数传媒的经营性收入主要来自广告，其他经济来源微乎其微，造成公司对广告收入依赖程度高”。

In contrast to other industries, the media industry has some of its own characteristics, as summarized in the Analysis of Financial Reporting of Listed Companies in the Media,[3], which characterizes the overall operation of listed companies in the media. (3) Capital themes are relatively homogeneous: “Communications and culturally listed companies, especially radio and television, whose capital is mainly the State.” (4) Monopolistic competitive advantages: “In the media industry’s segmentation, it is usually based on channels, rather than on content, on the international media groups with tens of billions and hundreds of billions of dollars of dollars a year, the listed media companies in our country are unique in terms of their relative monopoly resources in the industry, operating on a very different scale.” (3) Capital themes are relatively homogeneous: “Communications and culturally listed companies, especially those in radio and television, whose capital is mainly the State-owned sector.” In the case of other mediums, the market-owned companies, which have a large part of the market-owned market-owned electronics, have an internal market-owned market-owned market-owned market-owned market-owned market-owned market-owned market-owned electronics, which is based on a market-owned market-owned market-owned market-owned market-owned market-owned market-owned market-owned market-owned market-owned market-owned market-owned electronic-owned market-owned market-owned electronic-owned market-owned electronic-owned electronic-owned electronic-based enterprises, and market-owned-owned-owned-owned-owned enterprises, market-owned-owned-owned-owned electronic-owned electronic-owned electronic-owned, market-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned, inter-owned

（二）传媒上市公司研究

(ii) Research on listed companies in the media

传媒上市公司研究相关学术文献主要针对于以下等问题进行了研究：

Listed companies in the media have studied relevant academic literature, mainly on issues such as:

1.传媒上市公司融资效率的研究

1. Study on the efficiency of financing of listed companies in the media

《我国传媒上市公司融资效率研究》[4]分析了传媒上市公司融资效率的现状，得出“我国传媒公司上市融资使用效率总体上不容乐观”的结论，认为“我国传媒公司上市融得资金的使用效率地下主要有以下几个方面的原因：（1）融资成本低，较低的融资成本使得传媒上市公司‘重融资，轻使用’；（2）缺乏有效监管，缺乏对融得资金使用情况的有效监管加剧了公司上市的投机行为；（3）制度不完善。”

The study on the efficiency of financing of listed companies in the media in our country[4] analyses the current state of efficiency of financing of listed companies in the media and concludes that “the efficiency of the use of listed financing in our media companies is generally not optimistic” and concludes that “the following factors account for the following factors: (1) the low cost of financing and the low cost of financing for listed companies in our media companies, which makes them `hardly financed, lightly used'; (2) the lack of effective regulation, and the lack of effective regulation of the use of pooled funds, which exacerbates speculation in the company's listing; and (3) the imperfectity of the system”.

2.传媒上市公司资本研究

2. Research on the capital of listed companies in the media

《论我国传媒上市公司资本结构的优化》[5]中论述了传媒上市公司资本机构的优化机理，指出企业融资方式与组合能否使得公司加权平均资金成本最低、企业价值最大化是衡量传媒上市企业资本结构优劣的标准，并以东方明珠，歌华有线、中视传媒和电广传媒为例，对传媒上市公司资本结构的现状做了分析，指出了这四家传媒上市企业在盈利能力和资本结构方面存在的一些问题，例如由于改制不彻底、市场结构高度同一、融资渠道的狭窄等问题导致了传媒上市企业资本结构难以优化，最后提出传媒上市企业要建立起现代企业制度，遵循市场规律，才能有效地参与资本市场的融资活动，最终实现资本结构的最优化。”《传媒上市公司资本结构与绩效相关性研究》[6]一文运用实证检验了资本结构和公司绩效两者的关系。该论文从截面单元数据和时间序列数据两个维度选取研究样本，运用Panel Data模型进行实证分析，得出的结论符合MM理论，即“中国传媒上市公司负债能够带来很好的税收屏蔽效益，增加公司负债有利于提高公司绩效，资产负债率有利于提高公司价值。公司绩效与资产负债率存在明显正相关关系”。《QFII对传媒上市公司的影响》[7]认为“为了壮大我国的传媒产业，经济性管制（市场准入等）应在社会性管制的保证下有所放松，允许更多的本土民间资本和社会力量参与发展传媒产业，而不是排斥系统外资金，只有这样才能实现真正意义上的产业化发展”。

An analysis of the current state of the capital structure of the listed companies in the media was made in The Optimization of the Capital Structure of the Listed Companies in our Media,[5] noting that the ways and combination of financing of the enterprises have made it difficult to optimize the capital structure of the listed companies by weighting the average financial cost of the companies, maximizing the value of the enterprises as a measure of the poor capital structure of the listed enterprises in the media, and using as an example the East Pearl, the High-line, Central-Visioned and Electronic Media as an example of the capital structure of the listed companies in the media, noting some of the problems associated with the profitability and the capital structure of the four listed companies, such as, for example, the narrowness of the capital structure of the listed companies as a result of incomplete adaptation of the market structure, the high degree of market structure, the narrow availability of financing channels for the financing of the listed enterprises in the media, and the introduction of a modern enterprise system, following market rules, in order to optimize the capital structure.

此外，《传媒板块上市公司上市情况综述》[8]和《中国传播与文化产业上市公司 融资结构及资本结构特征研究》[9]、周笑的《中国传媒上市公司资本优势转化典型个案研究》[10]等文章也对传媒上市企业上述等问题进行了不同角度的分析和探讨。

In addition, articles such as " Overview of listing of listed companies in the media " and " Study of the financing structure and characteristics of capital structure of listed companies in the communications and cultural industries of China ", and " Case study of typical conversion of capital advantages of listed companies in the media of China ", which are funny, have also been analysed and discussed from different angles, such as those of listed enterprises in the media.

3.传媒上市公司的营运管理

3. Management of the operations of companies listed in the media

传媒上市公司营运管理的研究论文较多，主要是集中于从各个不同的角度对经营绩效进行的分析。李治堂和宋佳在《传媒类上市公司营运能力与经营绩效分析》[11]中，从财务分析的角度对企业的营运能力、盈利能力进行了分析。文章以10家传媒上市企业为样本，通过分析发现应收账款周转率和资产收益率、主营业务收入利润率和资产收益率之间都存在着显著的正相关，应收账款周转率是资产收益率的解释因素，在其他条件不变的前提下，资产收益率随着应收账款周转率的提高而增长。所以，文章最后提出传媒上市公司应该增强运营能力，尤其是要提高应收账款的周转率。《我国传媒上市公司经营绩效评价及实证研究》[12]一文中，束义明对沪深两市13家传媒上市公司采用因子分析法进行了实证分析，从而针对我国传媒上市公司的经营绩效提出了相关建议：要科学化、合理化公司治理结构，建立起有效的经营者激励约束机制，创新传媒资本经营机制：加强传媒实业资本、金融资本和产权资本经营，处理好多元化经营与主营业务的关系。王红英等人专门针对出版上市公司进行了分析探讨。《出版传媒业上市公司盈利能力影响因素分析》[13]一文采用杜邦财务分析方法对出版传媒上市公司盈利能力的影响因素进行了实证分析，并发现“出版传媒上市公司负债经营所带来的财务杠杆效应不显著，且呈负相关，也就是负债的增加将使得出版传媒企业盈利能力出现下降”，指出要提高出版传媒上市公司盈利能力，要“保持合适的资本结构，合理负债经营”，“健全企业资产管理机制，提高资产周转率”，“优化产业结构，开辟新利润增长点”。对传媒上市公司经营业绩进行研究分析的还有闵素芹、李群《中国传媒产业上市公司的经营业绩评价》[14]以及戴新民，徐艳斌的《基于DEA的传播与文化产业上市公司效率评价》[15]等等。另外，姚德权、李倩对高管薪酬激励与经营绩效两者之间的关系进行了探析，在《传媒上市公司高管薪酬激励与经营绩效实证研究》[16]一文中，他们认为“传媒上市公司经营绩效与高管货币薪酬存在显著的不稳定的正相关关系，而与高管持股比例之间存在不显著的正相关关系”。

There are more research papers on the management of the operations of listed companies in the media, focusing mainly on the analysis of the performance of businesses from different angles. In the “Analysis of the operating capacity and operating performance of listed companies in the media” [11], Li Jia and Song Jia, in the “Analysis of the operating capacity and operating performance of listed companies in the media, analysis of the operating capacity and profitability of enterprises in the financial analysis. The articles sample 10 listed enterprises in the media, by analysing the positive correlation between the turnover of receivables and the return of assets, the profitability of principal business and the return of assets, the turnover of receivables is an explanatory factor of the asset rate of return on the asset, and other conditions remain unchanged.

4.关联交易

Associated transactions

《传媒上市公司的关联交易及其对公司价值的影响》[17]对关联交易分为两类：母公司对上市公司的剥夺型交易；对上市公司的利润包装型关联交易。认为传媒上市公司发生关联交易具有一定的必然性，提出了“不是要禁止关联交易，而是要规范关联交易、防范不当关联交易”，“要从内部治理和外部法规两个方面加强对关联交易的规制”。

The Associated Transactions of Listed Media Companies and their Impact on Corporate Values are divided into two types of related transactions: disallowed transactions by parent companies against listed companies; and profit-packaged related transactions with listed companies. The conclusion that related transactions by listed media companies are necessary suggests that “not to prohibit related transactions, but to regulate related transactions, prevent inappropriately linked transactions, but to strengthen the regulation of related transactions in terms of both internal governance and external regulation”.

5.产权制度

5. Property rights regime

曾凡斌在《传媒上市与现代产权制度》[18]中对传媒企业剥离上市和整体上市分别进行了总结，并指出只有真正建立起现代产权制度，才能够推动企业和整个传媒行业的发展，否则只能流于圈钱，而我国传媒行业普遍存在着产权界定不清晰，管理不到位等问题，这些问题主要归结于缺乏完善的制度与法规、多头管理、权责不明、没有建立起真正意义上的现代产权制度。

In the Media Listing and Modern Property Regime [18], Fanbin summarized the separation of media enterprises from the public and the general listing, noting that only a modern property rights system can facilitate the development of enterprises and the media sector as a whole, or it can only be financed by money, while the country's media sector is characterized by a general lack of clarity in the definition and regulation of property rights, which is due mainly to a lack of adequate institutions and regulations, multiple management, unclear powers and responsibilities, and the failure to establish a modern property rights system in the true sense.

6.对重点新闻网站上市的研究

6. Research on municipalities on priority news sites

《重点新闻网站上市前瞻》[19]中对新闻网站上市做出了一些前瞻性分析，认为新闻网站上市利大于弊，但是应该以市场规律为原则，重点解决好理念的定位、盈利的模式以及机制的变革等问题。张鸿飞就人民网上市做了一些探讨：《人民网上市：会否掀起二O一二年官网上市潮》[20]中提到人民网主要存在着以下几个问题：（1）主营业务缺乏竞争力，盈利能力不强；（2）业务收入来源单一，多元化前景不明；（3）募集资金盈利预期不明朗，最后指出人民网应该跳出官媒市场化的悖论，完善内部结构，真正参与到市场竞争中去，从市场竞争中获得源源不断的创新动力，而不是仅仅依托于行政资源，这样才能真正成为决策层所期待的具有强大竞争力的新型互联网文化企业。

According to some forward-looking analysis of the market on the news site in the Key News site, the market is more profitable than bad, but it should be based on market rules and focus on issues such as conceptual positioning, profit models, and institutional changes. Zhang Hong Fei addressed the People's Online City: Will the People's Online City: Will there be an official online market wave in 2012[20], which refers to the following main problems: (1) lack of competitiveness in the main business, low profitability; (2) lack of a single source of business, uncertain prospects for diversification; (3) uncertainty about revenue collection and, finally, the need for the People's Network to move away from the paradox of official marketization, improve internal structures, genuinely participate in market competition, and generate a constant incentive for innovation from market competition, rather than merely relying on administrative resources, in order to be a truly competitive new Internet cultural enterprise expected at the decision-making level.

三、阅读后的几点总结

III. Summary of some reading points

（一）传媒企业的上市选择

(i) Listing of media enterprises

《传媒上市的利弊谱系》[21]认为融资上市对于传媒企业来说，尽管是企业发展的一个重要手段与决策，但是并不是所有的传媒企业都适合于这一方式。“传媒在打算上市之前，要充分了解有关资本市场的相关规则以及这些规则对于自身发展可能存在的影响和风险，要正确分析自身上市的理由，不能盲目跟风，也不要迷信上市，关键在于要找到自己上市的诉求点，并且有足够的能力防范和的抵御上市可能带来的风险”。张益诚在《对国内传媒类上市公司的思考和建议》[22]中也指出，“媒体上市有四个方面的需求：一是媒介自身创造的现金流不能满足扩张发展的需求；二是媒介以后的发展模式主要通过兼并的手段来进行，如媒介集团或媒介购买公司；三是需要在公众层面为媒体品牌作免费的广告；四是对上市后股价的不断成长有信心，从而可用’股票期权’的手段来留住优秀人才。也就是说，并不是所有的传媒在做大做强的过程中一定要首选股权融资这种方式。”

The system of advantages and disadvantages of listing in the media[21] considers that financing is an important tool and decision-making for media enterprises, although it is an important tool for business development, but not all media enterprises are suited to this approach. “The media, before they intend to be listed, need to be fully aware of the relevant rules governing capital markets and their possible implications and risks for their own development.

（二）传媒上市企业存在的问题

(ii) Problems of listed enterprises in the media

1.属性问题：“看得见的手”和“看不见的手”

Questions of attributes: “Visible hands” and “invisible hands”

李良荣在《传媒经济发展的非经济因素》[23]中论述道“我国传媒业的基本性质是党和政府的喉舌。既是‘事业性质’，又是‘党和政府的喉舌’，这两种性质如何区分？”，李良荣指出“中国传媒业所具有的机关、事业、企业的特征正是中国传媒经济难以做大做强的基本原因”。对于上市传媒公司而言，其意义就在于建立产权清晰、责任明确的法人治理结构。

In his "Non-Economic Factors in Media Economic Development" [23], Li Liang Yung stated that “the fundamental nature of our media industry is that of the Party and the Government. How is it different from the `the nature of the cause' and the `the voice of the Party and the Government'?” Li Liang Yung pointed out that “China's media industry is characterized by institutions, undertakings and businesses that are essential to China's media economy.” For listed media companies, it is important to establish a clear and accountable corporate governance structure for property rights.

2.采编和经营分离

2. Collection and separation of operations

我国媒介资本运营的前提是采编和经营分离，这实际上存在着诸多的问题。《传媒业上市：现状、问题、对策――从上市公司2010年半年报引发的思考》[24]认为“‘采编经营分开’的管理思路导致传媒企业难以整体上市，更导致传媒企业价值链的人为割裂，给上市传媒企业的可持续发展带来极大的不稳定因素”，并且指出这种模式导致了传媒上市公司的关联加以难以得到有效监管和规范。

There are many problems associated with the separation of the country's media capital. The media industry is listed: status, problems, responses - a reflection triggered by the 2010 semi-annual report of listed companies [24] argues that “the management idea of `separate adoption' makes it difficult for media enterprises to enter the market as a whole, further contributes to the artificial fragmentation of the media enterprise's value chain, and creates great instability for the sustainable development of listed media enterprises” and notes that this model makes it difficult for the linkages of listed media companies to be effectively regulated and regulated.

3.盈利模式单一，资本结构不合理

3. The profit model is one-size-fits-all and the capital structure is irrational

相比国外传媒上市企业的多元化经营，国内传媒集团的盈利模式对广告经营仍有较高的依赖性，并且资本运作能力仍需加强。一些实证研究指出资产负债率与公司绩效正相关。所以，传媒上市公司应该合理债务融资比重，优化资本结构。

Some empirical studies suggest that asset-debt ratios are positively correlated with company performance. Therefore, listed companies in the media should have a fair share of debt financing and optimize capital structures.

4.传媒上市公司的激励问题

4. Incentives for listed companies in the media

《对国内传媒类上市公司的思考和建议》指出传媒上市公司高管是“派生型经理人”，采用一般的激励方式很难得到理想的效果，认为“货币激励、声誉激励和控制权激励三者是构成企业良性运行的重要因素，传媒上市公司经营着激励的发展趋势应是将三者融合起来”，“传媒上市公司还应该同时采取如设计外部市场竞争的激励机制、将经营者的收入与风险挂钩、监管与惩罚等措施约束经营者的行为”。《传媒上市公司高管薪酬激励与经营绩效实证研究》建议要完善薪酬结构，丰富薪酬激励的形式和规范激励制度。

The Reflections and Suggestions for Listed Companies in the Domestic Media Group points out that the executives of listed companies in the media are “divided managers” and that it is difficult to achieve the desired results by using general incentives, considering that “monetary incentives, reputational incentives and control incentives are important factors in the healthy functioning of enterprises, and that the trend towards incentives for listed companies in the media should be to integrate them” and that “media listed companies should simultaneously adopt measures such as designing incentives for competition in external markets, linking the income of operators to risk, and regulating and punishing the behaviour of operators.” The study on evidence of remuneration incentives and operational performance of listed companies in the media recommends improving the remuneration structure, enriching the forms of remuneration incentives and regulating the system of incentives.

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本文以南方都市报的全媒体战略转型为研究文本，通过在全媒体时代这个趋势下分析新南方都市报的全媒体转型，阐述其转型的运作方式，及其媒体战略，探析传统媒体全媒体之路的现状和存在的问题，以及新媒体对传统媒体的影响。试图通过个案的研究，以全媒体的视角重新分析传统报业媒体，以期为其他将要进行转型的报业媒体提供有益的参考。

This paper is based on the media-wide transformation of the Southern Metropolitan newspaper, which analyses the media-wide transformation of the New South City newspaper in the context of the trend of the media-wide era, describes how it works, and its media strategy, and examines the current status and problems of the traditional media as a whole, as well as the impact of the new media on the traditional media. Through case studies, attempts are made to re-analyse the traditional media from a media-wide perspective, with a view to providing useful references to other media that are about to be transformed.

一、全媒体时代的传统媒体的现状

I. Status of traditional media throughout the media age

随着三网融合时代的到来，数字技术发展迅速，新媒体时代下的数字技术已经取得革命性的突破，传统媒体面临着被网络媒体所取代的挑战，但是互联网、数字化技术等的发展，也为传统体育报业市场带来了新的发展机遇。体育报业作为中国早期的媒体传播形式所存在，报业拥有重要的历史文化和一定数量的读者群。所以大多数报业集团开始积极地拓展新媒体，并开始向全媒体趋势转型，因此传统媒体向全媒体发展已经成为当前媒介研究的重要趋势。作为南方地区最有影响力、实力最强的平面媒体，《南方都市报》在经过向全媒体的转型，由单一的纸质媒体，探索出实施数字媒体的内容、广告、发行一体化的全媒体，尝试开创国内报纸利用互联网的最新形态。从而将以纸质媒体著称的《南方都市报》全面引入数字时代，在短时间内迅速成长为新媒体典范，对南方都市报的快速发展起到助推作用。并从中探索出拓宽传统媒体市场发展的途径。

With the advent of the three-net convergence era, digital technology has developed rapidly, with revolutionary breakthroughs in digital technology in the new media era and the challenge of replacing traditional media with online media, but the development of the Internet, digital media, etc., has also opened up new opportunities for the traditional sports press market. Sports journalism, as an early form of media communications in China, has an important historical culture and a certain number of readers.

二、全媒体时代的传统媒体面临的挑战

II. Challenges facing traditional media throughout the media age

在传统报业向全媒体转型的这几年来，我国国内报业集团大多数都制定了符合自身特色发展的转型战略，但是国内报业集团在全媒体转型的路上仍然是刚刚起步，因此在向全媒体转型的过程中遇到问题在所难免。

In the years that have passed since the transition of the traditional press to the media, most of our domestic press groups have developed their own strategies for the development of their own identity, but the domestic press groups are still in the early stages of the transition to the media and are therefore facing problems in the transition to the media as a whole.

（一）传统媒体经营遇到冲击

(i) Impact on traditional media operations

在中央多次明确要求加快传统媒体与新兴媒体的一体化进程的改革大潮以后，传统媒体的发展遇到冲击，同时传媒行业也面临着很好的发展机遇和挑战，但是所面临的最大的问题就是经营过程中的自负盈亏。传统媒体一直都是采取“事业单位企业化管理”的运营模式，在改企之前经营利益一直都是比较稳定，但本身所占有的资源较少。在改革以后，由于新媒体时代下的新兴技术讯在在短期时间内占领大部分的市场额度，造成传统媒体经营困难，经济出现危机，甚至一些传统媒体受到新媒体的冲击导致破产。

The development of traditional media has been affected by the central wave of reforms that have explicitly called for accelerating the integration of traditional and emerging media, and the media sector is facing great development opportunities and challenges, but the biggest problem is the self-sufficiency of the business. The traditional media have been operating in a business model of “business-as-usual management” that has been more stable, but with fewer resources. After the reform, new technologies in the new media era have taken over much of the market in a short period of time, creating difficulties for the traditional media, a crisis in the economy, and even a number of traditional media that have become bankrupt as a result of the impact of the new media.

（二）新兴技术发展迅速，传统媒体面临挑战

(ii) Rapid development of emerging technologies and challenges for traditional media

在与新型媒体的竞争中，传统媒体在技术运用上的小足仍然是其发展短板。新型媒体就是凭借技术优势，坚持以市场和用户为导向、以平台为基础的发展模式才迅速获取广大用户的青睐的。在这方面，传统媒体能力尚很薄弱，如此看来，如果传统媒体依然固守原路，科学技术的日益进步会使传统媒体与新媒体之问发展差距越拉越大，最终的竞争结果小言而喻。

In competition with new media, traditional media continue to be weak in their technological applications. It is only through technological advantage that new media adhere to a market- and user-oriented, platform-based development model that they quickly capture the preferences of a wide range of users.

（三）人才外流现象严重，中坚力量不足

(iii) High brain drain and insufficient power in the centre

传媒行业的竞争主要是靠业务，目前大部分供职于传统媒体的新闻工作者只熟悉传统的新闻采写编业务，而小懂技术运用，小懂经营管理，这对媒体的长久健康发展而言是极其危险的。媒体的经济状况小佳，就会导致从业者的离职，去选择处于发展上升期、运营体制更加灵活、工作待遇更好的新媒体，长此以往，这样的恶性循环小断上演，就会令传统媒体缺少发展的中坚力量，最终失去竞争的资本。

Competition in the media sector is largely business-based, with most journalists working in the traditional media now familiar with traditional news-writing practices, with little knowledge of technology and management, which is extremely dangerous for the long-term healthy development of the media. The small economic performance of the media will lead to the departure of practitioners to choose new media that are in a period of growing development, more flexible operating systems, and better working conditions.

三、全媒体时代的传统媒体应进行的对策研究

III. Research on responses to be undertaken by traditional media throughout the media era

（一）发展平台进行融合。

(i) Integration of development platforms.

很据实践表明，传统的报业网站作为新媒体发展的基础性发展平台，它的发展规模大多数都是建立在互联网的基础上，报业网站新媒体产品链和价值链都是有举足轻重的地位，因此发展报业要借助互联网这个媒体平台，是报业发展的新媒体的重中之重。

It is clear from practice that the traditional press website serves as a basic development platform for the development of new media, most of which is based on the Internet, and that the new media product and value chains of the press website are important, so that the development of the press through the Internet as a media platform is a top priority for the new media for the development of the press.

（二）发展渠道进行融合。

(ii) Integration of development channels.

此次转型，传统媒体要以受众为中心，逐渐对新媒体的整体格局进行优化。随着时代的快速发展和科技的与时俱进，因此要提升媒介产品的多元性、综合体验性及即时互动性等，满足大众阅读消费需求。扩展传统报业的传播渠道，实现资源共享化，并进行多方面多渠道的传播。

With the rapid development of the times and the evolution of science and technology, it is necessary to enhance the diversity, synthesis and immediate interaction of media products in order to meet the needs of the general public for reading and consumption. Expanding the channels of communication in the traditional press, sharing resources and providing multiple channels of communication.

（三）传播内容进行融合

(iii) Integration of communication content

在如今“内容为王”时代，内容建设始终是媒体融合的核心任务。在内容资源上而，传统媒体的实际内容生产数量远远要小于网络媒体，网络媒体生产的交互式、开放式等使得W络资源远比报纸内容要丰富很多。当下重点是传统媒体应当与互联网相结合，树立互联网思维优势，提高产品质量。

In the present era of content-making, content-building has always been at the heart of media integration. In terms of content resources, the actual content production of traditional media is much smaller than that of online media, and the interactive, open, etc. of online media production has made the web much richer than the content of newspapers.

（四）进行人才培育和发展的融合

(iv) Integration of talent development and development

传统报业与互联网的融合是大势所趋，这对新闻人才培养也提出了客观的要求。传统的人才培养模式更注重的是单一新闻业务的培养，现在己经小能适应传媒对复合型人才、创新型人才的需求了。如果传统媒体在多媒体和新媒体运用方面难以取得进展，那原有的人才基础也会变得小牢固，因此，传统媒体必须通过创新运营方式来招贤纳士。

The integration of the traditional press and the Internet is a major trend, and it is an objective requirement for journalistic talent development. The traditional model of talent development is more focused on the development of a single news business, which is now small enough to accommodate the media’s demand for composite and innovative talent.

在传统媒体与互联网的融合上，最突出的特点是数字化报业所传播的数字化新闻信息。内容的采集、筛选、核实、分类以及分析等等都是传统报业的优势所在。这也是报纸未来的生存基础，也是报纸向数字化进军的优势。

The most prominent feature of the integration of traditional media with the Internet is the digital news message disseminated by the digital press. The collection, screening, verification, classification, analysis, etc. of content are among the advantages of the traditional press.

四、总结

IV. Summary

总之，在全媒体的时代下，传统媒体产业与互联网产业应进一步的快速融合。传统媒体与互联网相结合，这样媒体的发展范围将得到不断扩大化。顺应互联网传播移动化、社交化、视频化趋势，传统媒体积极运用大数据、云计算等新技术，引领媒体融合发展。“互联网+媒体”将成为未来媒体融合发展的一大趋势。

In short, in an era of media-wide, the traditional media industry and the Internet should become more rapidly integrated. Traditional media, combined with the Internet, will expand their reach.

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References:

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媒体融合在当下正在火热地展开，各传统媒体都在积极探索融合的转型之道。融合会给传统电视媒体带来哪些冲击，融合过程中会遇到什么问题，大家都在探索中寻找最佳的发展道路。为了了解传统电视媒体融合转型发展之路，笔者联合河南工业大学新闻与传播学院部分大学生进行了一次市场调查，试图找出“互联网 ”给传统电视媒体带来的主要挑战，寻找有效提升传统电视媒体转型的途径，为“互联网 电视媒体”运营发展提供建议和意见。

In order to understand the path to the integration of traditional television media into the transition, I have conducted a market survey with some students at the Henan Industrial University School of Journalism and Communications, which seeks to identify the main challenges that the Internet poses to the traditional television media, to find ways to effectively upgrade the transformation of traditional television media and to provide advice and advice for the development of the Internet television media.

一、调查设计与实施

I. Survey design and implementation

本次调查采用以问卷调查为主访谈为辅的方式，调查的主要目的是了解互联网与传统电视媒体融合后，传统电视媒体在内容生产制作、运营机制、市场营销、企业管理中有哪些变化。问卷调查共设计了15道题目，含单选、多选和问答题。调查的对象是部分省市电视台的工作人员和部分新闻传播学院的专业教师。调查时间为2016年4月20日至5月10日。调查在河南、山西、浙江、天津、陕西、北京、湖南、江西8个地区进行，覆盖面比较广泛，保证了调研数据的代表性。

The survey was supplemented by a questionnaire survey, the main purpose of which was to find out what changes had been made in traditional television media in content production, operating mechanisms, marketing, and business management following the integration of the Internet with traditional television media. The survey designed 15 topics, including single, multi-choice and question-and-answer questions. The survey was conducted for staff of some provincial and municipal television stations and professional teachers of some journalism and communication institutes. The survey was conducted from 20 April to 10 May 2016. The survey was conducted in eight districts, namely Henan, Shanxi, Zhejiang, Tianjin, Xianxi, Beijing, Hunan and Jiangxi, and provided broad coverage to ensure the representation of research data.

基于问卷的自身缺陷与不足，为了更进一步了解“互联网 电视媒体”的发展路径，我们在发放问卷的同时采取与简单的访谈相结合的方式，以确保调研的全面性与结果的真实性。

Based on the shortcomings and shortcomings of the questionnaire itself, and in order to gain a better understanding of the development path of the “Internet television media”, we have issued the questionnaire in a combination of simple interviews to ensure the comprehensiveness of the research and the authenticity of the results.

本次调研发放调查问卷共计300份，最终收回245份问卷，主要来源是手机提交达到87.36%，网页提交12.64%，其中有效问卷244份，实际有效率达81%。在对问卷回收统计时，发现由于实际操作造成样本数量及分布状况略有误差，但不影响问卷调查的真实性。

The survey produced a total of 300 questionnaires, resulting in 245 questionnaires, mainly from 87.36 per cent of mobile phone submissions and 12.64 per cent of web pages, of which 244 were valid, with an actual efficiency rate of 81 per cent.

二、“互联网 ”对传统电视媒体的挑战分析

Analysis of the challenges posed by the Internet to the traditional television media

（一）内容生产方面变化分析

(i) Analysis of changes in content production

内容生产面临的变化分析。本次调查主要是从新闻传播理论知识需求、栏目策划与执行、新闻源获取、新闻创新、生产流程与节奏、文稿撰写、内容编辑制作、设备操作、与其他环节沟通这几个方面进行调查。调查发现，在互联网环境下，传统电视媒体的内容量和互联网的内容量差距很大，所以在生产流程和节奏上变化最大，达到84.62%。另外在谀坎呋执行与内容编辑方面也有较大的变化，分别达到69.23%和76.92%。技术发展和媒介环境变化使竞争更加激烈，更加凸显内容为王的重要性。内容制作方面的优势也是传统电视媒体相对于新媒体目前阶段具有的少数竞争优势之一。

The survey found that, in the Internet environment, the amount of content in the traditional television media varied considerably from that in the Internet to that of the Internet, so that the most significant changes occurred in the production process and pace, reaching 84.62%. There were also significant changes in the implementation and content editing of the canonfur, reaching 69.23% and 76.92%, respectively. Technological developments and changes in the media environment have increased competition and highlighted the importance of content.

电视媒体进行的变革分析。“互联网 ”环境下，传统电视媒体在内容方面也进行了变革。调查主要在内容呈现的多端化、内容生产主体的多元化、内容产品的社区化、信息渠道的多元化、内容知识产权容易受到侵害这几个方面。调查显示，内容生产主体多元化变化达66.09%，信息渠道多元化达65.52%，内容呈现多端化达51.72%。内容知识产权容易受到侵害的变革最小，为35.06%。

In the “Internet” environment, the traditional television media have also changed their content. The survey is mainly concerned with the diversity of content, the diversity of content-producing subjects, the communitarization of content products, the diversity of information channels, and the vulnerability of content-related intellectual property rights.

（二）运营机制方面变化分析

(ii) Analysis of changes in operational mechanisms

运营机制的变化分析。运营机制方面的调查是在用户运营、产品运营、资本运营和内容运营这四个方面变化进行的。调查发现，变化最大的是内容运营，达76.92%，在新的环境下，电视媒体不能再一成不变，电视需要内容改革。这也与第一个调查结果，内容为王是媒体生存的第一要素相符合。同时用户运营与资本运营都达69.23%，说明经营管理方面的创新主要是指引进先进的运营管理方式，转变管理理念，强调用户意识，探索有效的路径，加强资本运营，发展自身。

An analysis of changes in operating mechanisms. A survey of operating mechanisms was conducted in the four areas of user operations, product operations, capital operations and content operations. The survey found that the most significant changes were in content operations, which reached 76.92 per cent. In the new environment, television media could no longer remain static and television needed content reform. This was also in line with the first survey, which found that Wang was the first element of media survival.

融资方式的变化分析。本次调查对运营机制中媒体的融资方式进行了重点调查，从银行融资、文化产业投资基金、上市融资和财政融资这四个方面展开。调查表明我国传统电视媒体与互联网融合后，多层次资本市场上市融资最大，达79.89%，而财政融资最少，只有28.61%。

The survey focused on media financing in operational mechanisms, in the areas of banking, investment funds for cultural industries, listing and fiscal financing. The survey showed that, following the integration of traditional television media with the Internet, the largest number of levels of capital markets was registered, 79.89%, while the lowest level of financial financing was 28.61%.

（三）市场营销方面变化分析

(iii) Analysis of changes in marketing

市场营销环境变化分析。互联网的到来，改变了媒体的生存环境，使传统的电视市场营销不得不对环境重新分析，这方面的分析高达84.62%，说明大家普遍意识到媒体生态生存现状已与过去大不相同，为此要研究用户的市场购买行为，注重采取有效的市场竞争战略，只有这样才能更好地满足用户需求，更好地发展。

The advent of the Internet has changed the environment in which the media survives, forcing traditional television marketing to re-analyse the environment, which amounts to 84.62 per cent, indicating a general awareness that the status quo of the ecological survival of the media is very different from the past, by studying the market purchasing behaviour of users and focusing on effective market competitive strategies that better meet their needs and develop.

电视媒体盈利方式的创新分析。“互联网 电视媒体”，给传统的电视媒体带来了翻天覆地的变化，在盈利方式上也有了明显的变化：在多元化经营、重视衍生产品开发达79.31%；以优质内容为核心，提升媒体主业的盈利能力达62.64%。

Innovative analysis of the ways in which the television media are profitable. “Internet television media” has brought about dramatic changes in the traditional television media, as well as significant changes in the ways in which they are profitable: 79.31 per cent in terms of diversification, emphasis on derivative development, and 62.64 per cent in terms of quality content.

（四）企业管理方面变化分析

(iv) Analysis of changes in enterprise management

企业管理方面变化分析。主要在经营层面、业务层面、决策层面、执行层面、职工层面进行调查分析。调查显示，在企业管理方面，经营层面的变化达到76.92%，而电视台的性质属于事业单位企业化管理，最主要的就是经营，所以，只有经营层面的变化与改革才会有新的发展路径，而要做好经营，离不开正确的决策，开展有效的业务，这两个方面的变化达到了69.23%。

• Analysis of changes in business management, mainly at the operational level, at the decision-making level, at the executive level, and at the employee level.

人才能力变化分析。“互联网 ”环境下不仅需要业务能力强的人才，更需要拥有互联网思维的人才，把互联网思维运用到传统电视媒体中。媒体融合后，更侧重人才的互联网思维达71.26%，创新能力达61.49%。

The “Internet” environment requires not only highly skilled people, but also people with Internet thinking and the use of Internet thinking in traditional television media. With media integration, more talent-oriented thinking on the Internet amounts to 71.26% and innovation 61.49%.

人员考核和奖励机制分析。媒体融合之后，不仅仅是电视媒体的内容生产制作、运营机制、市场营销、企业管理等有了很大的变化，人员考核和奖励机制对电视媒体和互联网的融合也有很大的影响。对员工德能勤绩进行综合考核达51.15%、对相关节目的点击率达52.87%、观看节目使用的流量达53.45%、注重产生的效益达55.17%。

After the media integration, not only has there been a significant change in content production, operating mechanisms, marketing, business management, etc., but there has also been a significant impact on the integration of television media and the Internet.

（五）传统电视媒体融合后的探索分析

(v) Exploiting analysis of the integration of traditional television media

“互联网 ”环境下，传统电视媒体在不断探索，互联网与电视融合之后在业务流程优化方面变化最大，达58.62%；采编流程再造达56.32%。调查显示，目前的体制机制已成为融合发展进程中的障碍，要求体制改革占55.75%，要求组织结构转型占46.55%，要求部门调整占50.57%，要求奖励机制优化占44.25%。

In the “Internet” environment, traditional television media are constantly exploring the greatest changes in business process optimization following the integration of the Internet and television, amounting to 58.62 per cent; and the re-engineering process, amounting to 56.32 per cent. The survey shows that the current institutional mechanisms have become an obstacle to the integration development process, requiring institutional reform at 55.75 per cent, organizational transformation at 46.55 per cent, sectoral restructuring at 50.57 per cent, and incentives at 44.25 per cent.

（六）传统电视媒体开展的新媒体业务分析

(vi) Analysis of new media operations carried out by traditional television media

在“互联网 ”环境下，传统电视媒体积极开展新媒体业务。在建立移动客户端、开通微博微信公众号、与门户网站进行合作和建立官方网站这四个方面都开展了新的业务。调查显示，电视媒体开通微博、微信公众号最多达73.56%，67.24%的电视媒体建立了移动客户端；67.24%与门户网站进行合作，而只有45.98%的电视媒体建立了官方网站。

In the “Internet” environment, traditional television media are active in new media operations. New operations have been carried out in four areas: the establishment of mobile clients, the introduction of Weibo Weibo, cooperation with portals, and the establishment of official websites.

（七）“互联网 电视媒体”融合的主要障碍分析

(vii) Analysis of the main obstacles to the integration of “Internet television media”

目前我国的电视媒体与新媒体融合处于初期阶段，还有许多的障碍，面临诸多的挑战，还存在新媒体人才匮乏，市场机制不成熟，企业管理模式不成熟，员工观念跟不上，企业盈利率低，知识产权得不到保护等很多问题，其中新媒体人才匮乏达64.94%；市场机制与企业管理模式不成熟分别达58.62%和57.47%；员工观念跟不上达48.85%，几乎占了一半，这必然带来盈利水平差。

At present, the country's television media is in the early stages of integration with the new media, with many obstacles and challenges, as well as a shortage of new media personnel, a lack of market institutions, an underdeveloped business management model, a lack of staff attitudes, low rates of corporate profitability and lack of protection of intellectual property rights, among which the shortage of new media is 64.94 per cent; market mechanisms and immature business management models amount to 58.62 per cent and 57.47 per cent, respectively; and workers'perceptions are not keeping pace with 48.85 per cent, or almost half of them, which inevitably leads to a low level of profitability.

结论：传统电视媒体的应用场景多以家庭客厅为中心，应用场景单一。而新媒体以满足个性化需求为主，应用场景丰富。在互联网时代，媒体用户呈现出使用时间碎片化、使用需求个性化、使用场景移动化的特点。因而，传统电视媒体应当坚持自己的职业操守，发挥长期以来积淀的影响力和公信力，综合运用多种技术手段，运用自己议程设置的能力和高质量信息的生产能力，积极布局生态系统，扩展应用场景，实现一云多屏、多屏互动、无缝覆盖，从而实现内容融合、渠道融合、终端融合。当然，改革必然会触及多方利益，传统电视媒体因其事业化单位企业化运营的性质，在融合发展中更加需要有攻坚克难的精神和打破旧体制的勇气，建立良好的改革创新机制，不断探索，最终实现转型发展。

In the age of the Internet, media users have been characterized by the fragmentation of time use, the individualization of needs, and the mobility of the use. Thus, traditional television media should adhere to their professional ethics, build on the influence and credibility of long-standing accumulations, combine a variety of technical tools, apply their own agenda-set capabilities and high-quality information, create a robust ecosystem, expand the application landscape, achieve a cloud of screens, multiple screen interactions, seamless coverage, and thus integrate content, channels, and end-use.

三、相关建议与对策

III. RECOMMENDATIONS AND RESPONSES

“互联网 电视媒体”的融合发展是一个系统工程，在此，笔者认为需要从以下四个方面进行转型建设。

The integrated development of “Internet television media” is a system project, and here I see the need for transformation from the following four areas.

（一）内容生产方面

(i) Content production aspects

坚持内容为王。现在是一个资讯过剩的年代，大多数受众每日被纷繁的海量信息所困扰，究竟真相如何，是广大受众真正想知道的，尤其是遇到突发的重大事件时，人们更是选择相信具有较高公信力的电视台的报道。经过60余年培养起来的公信力是电视台最大的无形资产，其优势更多地体现在权威性的“解读新闻”上。清华大学媒介调查实验室的数据显示，在各种媒体报道不一致时，57.7%的人更倾向于相信电视，14.6%的人更倾向于相信网络。我们必须继续发挥电视台的公信力，强化普通受众大事看电视的心理预期。

In an era of overflow of information, most audiences are beset by a great deal of information on a daily basis, and the truth is what the audience really wants to know, especially in the event of an unexpected and dramatic event. The credibility that has been built over more than 60 years is the biggest intangible asset of television, and its strength is more in the authoritative “reading news.” The data from the media investigation laboratory at Qinghua University show that 57.7% of the people in different media reports are more inclined to believe in television and 14.6% more in the Internet.

改变制作观念。在确保正确舆论导向的前提下，要树立为市场而生产的节目制作理念，把受众看作用户。海量的内容和便捷的渠道是新媒体的优势，权威的内容与精良的制作是电视台的强项。要根据用户从单向的信息接收者向互动的内容参与者角色的转型做出调整，改变过去单向内容生产的制作模式，借助各种新媒体手段实现与用户的互通互动。从节目策划环节就开始考虑，把节目的互动性、社交化，作为硬性指标下达到栏目身上，才能形成一定的制度约束。

To change the concept of production. To ensure the right direction for public opinion, the concept of production of programmes produced for the market is to be seen as a user. Big content and easy access are the advantages of new media, and authoritative content and fine production are the strength of television stations.

建立节目创新长效机制与优胜劣汰管理机制。强化节目生产前端的研发环节，充分发挥研发部门对节目的研发与审批的归口管理作用，加强节目审批与淘汰的综合评估论证，避免栏目开设和淘汰决策的随意性，确保决策的科学、透明和民主。

To strengthen the research and development process at the front end of programme production, to give full effect to the role of the research and development sector in the development and approval of programmes, to strengthen the comprehensive evaluation of programme approval and phase-out, to avoid arbitrary decision-making and to ensure scientific, transparent and democratic decision-making.

根据接收终端特点策划节目。对于传统电视台而言，耗费大量人力物力资源生产的节目如果只播出一两次显然是不够经济的，所以要考虑节目播出渠道多元化（如电视机、手机、电脑、平板和各种移动终端等）的要求，根据不同的媒介特质和受众特点对节目的时长、风格和表达进行全方位策划。

For traditional television stations, programmes that cost a lot of human and material resources are clearly not economical if they are broadcast only once or twice, taking into account the need to diversify their channels of broadcasting (such as television sets, mobile phones, computers, tablets, mobile terminals, etc.) and to plan their duration, style and expression in a comprehensive manner, depending on the characteristics of the media and the characteristics of the audience.

（二）运营机制方面

(ii) Operational mechanisms

建立在Y源垄断基础之上的传统电视台的运营模式是相对单一的，通常被称为“二次售卖”，即第一次通过传播渠道售卖内容给用户，第二次则售卖广告给广告主。这样的模式割裂了广告主和用户，广告主和广告接收者互不了解，降低了广告信息的抵达率。在互联网时代，传统电视台的传播平台已不是稀缺资源，这种信息不对称被逐渐消除，那种单纯依赖渠道垄断销售广告的盈利模式正逐渐面临困境，媒体已经进入精准营销的阶段。传统电视媒体应当以内容为本体，融入互联网互动化、个性化等特点，探索符合自身情况的商业模式。要树立突出面向新媒体渠道进行定向播出的编排理念，把不同的产品放到合适的平台上“销售”出去，这样不仅能提升产品的自身价值，也大大提高了产品的附加值。

In the age of the Internet, traditional television stations, based on the Y-source monopoly, operate in a relatively homogeneous mode, often referred to as “second-sales”, where content is sold to users for the first time through dissemination channels and advertising for the second time to advertisers. Such a model has cut off advertisers and users, advertisers and advertisers from each other, reducing the rate of arrival of advertising information. In the age of the Internet, traditional television platforms, which are no longer scarce resources, are becoming asymmetrical, the profit-making model of monopolizing advertising based solely on channels is becoming difficult, and the media are entering a phase of precision marketing. The traditional television media should be content-based, integrated into Internet interactions, individualization, etc., and explore business models that are compatible with their own circumstances.

（三）市场营销方面

(iii) Marketing aspects

传播策略方面，要以用户为中心，充分考虑交互式传播的特点，拓展用户渠道，通过各方合作，实现全方位覆盖，无缝隙对接受众。要利用电视、手机、广播、网络等多渠道进行信息分发，要求渠道多样化、全方位。

The communication strategy should be user-centred, taking fully into account the characteristics of interactive communication, and expand the user channel, in cooperation with all parties, to achieve full coverage and a seamless audience.

竞争策略方面，要向着打通产业链的上下游，以视频优势谋求竞争优势的层面转型。首先，通过媒体品牌集群，形成规模效应。在价值理念和品牌形象等方面，传统电视和其旗下的视听新媒体，如互联网电视、手机电视等应该一体化，从而产生品牌的叠加放大效应。其次，在营销、推广中使用各种媒体的优势组合，为广告主提供一整套的整合广告方案，方案中整合多频道、跨媒体，形成全媒体、全产业链式的竞争合力，使客户的投入在产业价值链上获得几何级数的增加。

In terms of competitive strategies, there is a need to shift from upstream to downstream, with video advantage, to competitive advantage. First, scale effects are created through the media branding cluster. In terms of value concepts and brand image, traditional television and new audio-visual media under its banner, such as Internet television, mobile television, etc., should be integrated, thus creating a build-up of brands. Second, the combination of advantages in marketing, promotion and the use of various media, providing advertisers with a comprehensive package of integrated advertising programmes that integrates multiple channels, cross-media, and create a competitive mix of full-media, industry-wide chains, leading to an increase in the number of levels of client input in the industrial value chain.

（四）企业管理方面

(iv) Business management aspects

传统的电视传媒管理模式是事业化体制、企业化管理，这种管理模式与“产权清晰、权责明确、政企分开、管理科学”的现代企业制度相去甚远，致使内部缺乏活力和创造力，危机意识淡薄，面对瞬息万变的市场竞争难以作出快速准确的判断。在这种情况下，单纯进行局部改良，进行有限创新难以解决媒体自身长期积淀的“发展惰性”。因此，要保证融合战略实施的效果，必须自上而下进行彻底的体制机制改革，其中最核心的体制是用人体制，最核心的机制是人才竞争激励机制。要把干部、人事、分配三项制度的改革放在首位，建立干部竞聘、员工竞岗、业务激励相结合的人事管理制度。

The traditional television-media management model, which is a career-based system and a business-based management model, is far from the modern enterprise system of “clarified property rights, clear lines of authority and responsibility, separate political enterprises, and management science,” makes it difficult to make rapid and accurate judgements in the face of rapid market competition. In such cases, it is difficult to make partial improvements, with limited innovation, to solve the “development inertia” that the media itself has accumulated over a long period of time. Therefore, to ensure the effectiveness of the integration strategy, it is necessary to carry out a thorough institutional reform from the top down, the most central of which is the use of people, and the most central of which is the incentive mechanism for competition among talent.