媒体跨媒介经营范围经济效益的实现硕士论文.doc
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1、摘 要 信息传播技术突飞猛进的发展,已将我们带入了一个丰富多彩的信息时代。在 这个时代中,媒介作为信息内容的载体和信息整合与传播的平台,得到了前所未有 的发展与繁荣。新技术支撑下的新媒介层出不穷,而计算机技术、网络技术的普及 应用,使媒介的生存环境的各个层面都发生了巨大的改变。 新闻传播媒介的发展史告诉我们,任何一种新兴媒介的出现都难以取代原有 的媒介的,因为新、旧两种媒介的自身属性不同,旧的媒介的某些不可取代的特征 会随着传播技术的发展而不断的自我革新和演进,以适应社会的发展,而新媒介本 身由于其技术上的优势会竭力整合原有媒介形态的主要优势为其所用。 媒介之间基于新兴传播技术而发生的资源跨媒
2、介整合、渗透,已成为一个日益 普遍的媒介行为,而随着媒介市场的进一步发展,这一行为也代表了媒介产业市场 化生存和发展的一个必然趋势。 随着经济全球化的深入发展,媒介产业的国际化进程进一步加快,我国媒介市 场面的进一步“开放”也是大势所趋。面对国外传媒巨头的强势入侵,国内传媒需要 整合一切可用的优势资源为我所用,以广阔的视野和多元化的经营理念谋求强盛 之道。在这之中,跨媒介经营是已被西方传媒证明了的媒介做大做强的有益经验。 那么如何结合我国的具体国情,以新兴的信息传播技术为支撑,在市场环境下充分 遵循媒介经济学规律,进行跨媒介的资源整合以打造强势的媒介产业价值链,实现 媒介产业范围经济效益的最大
3、化,是当下我国媒介产业亟需解决的一个重要课题。 正是基于以上背景,本课题尝试以范围经济的视角分析传媒跨媒介经营的经 济学机理,并以“第一财经”为例总结传媒跨媒介经营实现范围经济诉求的具体要 素和环节,并在分析我国传媒跨媒介经营现状和所存在的障碍的基础上,结合“第 一财经”这一传媒跨媒介经营的经典案例和传媒产业价值链等领域的研究成果,以 期对我国的传媒跨媒介经营提出一些可操作性的意见和建议。 本课题拟划分五个部分,每一部分的具体研究内容如下: 第一部分为引言,阐述该课题的研究背景和研究方法,综述国内外范围经济的 研究概况及我国传媒跨媒介经营研究现状。 第二部分分三个内容板块,第一个板块通过对传媒
4、产品的自身特性和生产、经 营的特征分析解读,指出传媒产业存在着典型的范围经济效应。第二个内容板块, 通过对传媒产业和市场发展的前景的展望和竞争形势的分析综合喻国明等学者的 观点得出传媒竞争的趋势是由规模经济走向范围经济。第三个板块,通过对跨媒介 I 经营和范围经济的相关性的论证、分析和解读,指出跨媒介经营是实现传媒范围经 济效益诉求的有效途径。 第三部分首先从产业价值链的构筑和运作出发,介绍当下的“第一财经”经营 和运作情况,展现其经营范围的全面和运作流程的精致。其次,以因生产要素共享 和产品种类的多元而导致企业长期生产平均成本下降的范围经济原理解读“第一 财经”的跨媒介经营模式,指出“第一财
5、经”的传媒跨媒介经营实现了传播要素、信 息内容和品牌资源的共享,构筑了一个范围全面、运作高效的产业价值链,从而保 证了其整个企业的巨大的范围经济效益的实现。 第四部分介绍我国传媒跨媒介经营的现状和历史沿革,结合现状分析我国政 治、经济、文化方面的特性或消极因素导致传媒产业在跨媒介经营范围经济诉求的 实现环节上存在的障碍,并针对这些障碍提出解决建议。 第五部分为结语部分。对本课题的研究做收尾性的总结,及笔者对这一课题的 后续性研究抱有的期望。 关关键词键词: : 范围经济 传媒 跨媒介经营 第一财经 II Abstract Information communication technology
6、 of breakneck development, has put us into a colorful information era. In this era of information content, the media as the carrier and the information integration and communication platform, obtained the unprecedented development and prosperity. Under the new technical support for the new media eme
7、rge in endlessly, and computer technology and popularization of the network technology application, make media environment of each plane has a huge change. News media history tells us, any kind of emerging media appeared to replace original media, because new, old two medias own properties of differ
8、ent, old media characteristic of some irreplaceable with spread of technology development and the continuous self innovation and development, in order to adapt to the development of society, and the new medium itself because of its technical advantages to integrate the original media form will be us
9、ed for its main advantage. Media based on emerging spreading technology between the resources and happen across media integration, penetration, has become an increasingly common media behavior, and with the further development of media market, this behavior also represents a tendency of the developm
10、ent of the media industry. Along with the development of globalization, the media industry, the internationalization of our media market further accelerate the further “open“ unavoidable. Foreign media giant face strong invasion, domestic media to integrate all available resources use, with broad vi
11、sion and diversified management idea seek strong way. In this in, cross media management is proved by western media has the media bigger and stronger beneficial experience. So how to combine the specific conditions in China, the emerging information dissemination technology for support, in market en
12、vironment fully follow media economic across the rules of media to make strong resources integration of media industry value chain, realize the media industry scope economy benefit maximization, then our media industry is an important task to be solved urgently. Formal based on the above background,
13、 this topic try to scope economy across the Angle of the economics of the media media management mechanism, and with “the first financial“ for example summary media cross media management realize economies of scope of appealing to specific elements and link, and on the analysis of Chinese media III
14、cross media management status and the basis of obstacles exist, combining “the first financial“ this media cross media management classic case and media industry value chain and other areas of research achievements in China, in order to cross media management of media put forward some maneuverable c
15、omments and Suggestions. This topic into five parts to every part, of concrete research content as follows: The first part is preface, illustrate the subject research background and research methods at home and abroad were summarized, and the general situation of the study of scope economy and cross
16、 media management concept definition. The second part three content plate, the first to media products by plates of their own features and production, management, and points out that the analysis of characteristics of the interpretation of media industry exists typical economies of scope. The second
17、 content plate, through the media industry and market development outlook and the prospect of competition situation YuGuoMing etc comprehensive analysis of scholars that media competition tendency view by scale economy towards scope economy. The third plate, through to the cross media management and
18、 scope economy of the relevance of demonstration, analysis and explanation across media management, and points out that the economic benefit is to realize the demands of media range effective ways. The third part of the industry value chain from the first building and operation, we introduce contemp
19、orary “the first financial management and operation, show its business range of comprehensive and operational flow of delicate. Secondly, according to the factors of production sharing and products for multiple types to enterprise long- term production cost down an average of the scope economy princ
20、iple read “the first financial“ cross media management mode, points out that “the first financial“ medium cross media management achieved spread elements, information content and brand resources sharing, construct a range of comprehensive and efficient operation industry value chain, so as to ensure
21、 its entire enterprise huge scope economy benefit achieved. The fourth section describes the Chinese media and the present situation of across media management history, combining with the current analysis our political, economic and cultural characteristics or negative factors leading to the media i
22、ndustry in cross media business scope economic demands on the realization of the link obstacles and in the light of these obstacles solutions. IV The fifth part is the epilogue parts. This topic research do ending sex summary, and the author in the task of subsequent sex research with expectations.
23、Key words: Scope economy Media Cross-media management CBN V 目 录 摘摘 要要.I AbstractIII 第第1章章 引言引言.1 1.1 选题背景1 1.2 跨媒介经营研究综述2 1.2.1 跨媒介经营概念的界定 .2 1.2.2 我国跨媒介经营研究综述 .4 1.3 媒介范围经济研究综述5 1.3.1 范围经济概念的界定 .5 1.3.2我国媒介范围经济研究综述 7 1.3.3“第一财经”跨媒介经营研究综述.8 1.4 本课题的研究方法与研究意义9 1.4.1 本课题的研究方法 .9 1.4.2 本课题的研究意义 .9 第第2章
24、章 传传媒跨媒介媒跨媒介经营经营与范与范围经济围经济11 2.1 解读传媒产业的范围经济效应11 2.2 范围经济传媒竞争新趋势13 2.3 跨媒介经营传媒范围经济效益最大化的有效途径14 第第3章章 范范围经济视围经济视角下角下“第一第一财经财经”跨媒介跨媒介经营经营分析分析17 3.1顺畅、高效的信息共享平台是范围经济的硬件保证18 3.2强势品牌整合是范围经济效应形成的粘合剂和催化剂.20 3.3传媒产业价值链的打造是实现范围经济最大化的战略保证.21 第第4章章 我国我国传传媒跨媒介媒跨媒介经营经营范范围经济实现围经济实现障碍分析与障碍分析与优优化化.24 4.1 我国传媒传跨媒介经营
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