| 数字化竞争、媒介环境与报媒融合路径 |
 点此下载全文 |
| 引用本文：张利平.数字化竞争、媒介环境与报媒融合路径[J].湖南大学学报社会科学版,2015,(6):151-155 |
| 摘要点击次数: 834 |
| 全文下载次数: 41 |
|
|
| 中文摘要:报媒是互联网时代媒体的最大输家，其传统经营模式面临彻底崩溃危机。基于PEST分析模型，采用最新数据对报媒组织外部环境进行研究，探讨政治、法律环境、经济环境、社会文化环境和技术环境的变化如何改变报业的生存环境。在此基础上，以《华尔街日报》为例，详细分析其数字化生存路径：品牌内容的延伸和整合、推出多样化视频服务、数字平台建设及多元化营销战略。最后，文章提出国内报媒应该从树立“内容第一、数字第一、受众第一”理念、品牌融合经营以及重视平台融合等几方面应对来自互联网等新兴媒体的冲击。 |
| 中文关键词:西方报媒 数字化生存 媒介环境 媒介融合 |
| |
| Digital Competition, Media Environment and Media Convergence Approaches |
|
|
| Abstract:Newspapers representative of traditional media are the greatest losers of the 21st century media faced with the collapse of their business models. This paper first analyses the external environment of western newspapers with PEST model from four perspectives: political and legal, economic，social and cultural, and technological environment. Second, it expounds the five digital survival approaches of western newspapers with the case study of Wall Street Journal: brand content extension and integration, video strategy，digital platforms construction, video ads and native ads, and diversification business strategy. Finally, this paper concludes some enlightenment for Mainland newspapers from the western newspapers' digital survival: content first, digital first and content first, platform convergence and brand convergence operation, etc. |
| keywords:western newspapers digital survival media environment media convergence |
| 查看全文 查看/发表评论 下载pdf阅读器 |
|
|
|
位访问者,今日访问
