摘要
市场经济曾给中国报业带来勃勃生机,报业通过打造优质内容占领市场,取得了运营效益。进入互联网时代之后,传统报业与新媒体融合发展的重构碰到了瓶颈。相当一部分报业在变革中停留在"以内容传播力拉动广告"的二次销售模式上,无法实现新突破。在新一轮的变革中各报业正在探索多样化的模式,包括在现有模式中引进新的方式的微调式运营、改变传播介质的转型、从大众传播到产品个性化服务、内生型转型与外生型转型相结合、与运营经验丰富的商业门户网站合作、多元经营反哺报业等路径。
Market economy has brought vitality to China's newspaper industry, which has dominated the communication market and achieved business efficiency through creating high-quality content. However, it has encountered bottleneck in remodeling during the convergence with new media after entering the internet era. Considerable amount of newspaper in transformation remain on the secondary sales model, depending on content distribution to promote advertising, and are incapable of achieving new breakthroughs. Some changes happened in exploring a variety of models, including finetuning in existing operation, altering communication media, transferring from mass communication to personalized services, combination of endogenous and exogenous transformations, cooperating with experienced commercial portal web companies, diversified business operations re-feeding newspaper, etc..
出处
《编辑之友》
CSSCI
北大核心
2015年第3期47-50,共4页
Editorial Friend
关键词
报业变革
二次销售模式
全媒体
内生型转型
外生型转型
微调式运营
资源整合
多元化经营
反哺报业
newspaper transformation
secondary sales model
all media
endogenous transformation
exogenous transformation
fine-tuning operation
resources integration
diversified business operations
re-feeding newspaper
