全媒体环境下传统媒体商业模式研究

XCLW53200  全媒体环境下传统媒体商业模式研究  (字数：8527)

中文摘要

全媒体环境下，数字技术突飞猛进的创新与发展，使得手机、网络和户外等多元形式的媒体勃然兴起，并在同行业竞争中不断提高自身经营水平与发展能力，这无形当中就给传统媒体模式带来了较大的挑战与压力，生存环境面临巨大困境。这样的影响在不同国家都有显现，尤其是美国，据“新闻传媒产业状态”的相关报告指出，美国2017年传统报业整体营业收入距上一年度下降了12.3%，并且近几年一直保持下降趋势，就近三年内传统报业总下降值为31.4%。中国亦是如此，据《2018年度中国传媒产业发展报告》显示，无论是报纸种类还是印刷数量，相对前几年都有所下降，2018年平均期印数相对上一年度下降了0.58%，这给传统媒体模式发展带来了巨大的压力。基于此，本文以全媒体环境为背景，深入探究了传统媒体商业发展模式，通过阐述研究背景、意义及必要性、综述，了解和分析全媒体环境下传统媒体转型的趋势及必然性，其次根据现存情况，提出向商业模式转型的优化建议和路径，以期能够通过商业转型，优化传统媒体结构，使其获得长足发展的优势。

关键词：全媒体环境；传统媒体；商业模式；转型

Abstract

the media environment,innovation and development of digital technology by leaps and bounds,making multiple forms of media,such as the mobile phones,Internet and outdoor was furious,and constantly improve their management level in the same industry competition and development ability,this invisible to the traditional media model brings great challenge and pressure,survival environment facing huge difficulties.This kind of influence is seen in different countries,especially in the United States.According to the relevant report of"state of the news media industry",the overall operating revenue of traditional newspapers in the United States dropped by 12.3%in 2017 from the previous year,and the trend of decline has been maintained in recent years.The total decline of traditional newspapers in the recent three years was 31.4%.The same is true in China.According to the annual report on the development of China's media industry in 2018,both the types of newspapers and the number of printed newspapers have declined compared with previous years,and the average print run in 2018 has decreased by 0.58%compared with the previous year,which has brought great pressure on the development of traditional media models.Based on this,with all the media environment as the background,this paper delves into the traditional media business development model,the paper research background,significance and the necessity,reviews,to understand and analysis the whole trend of the transformation of the traditional media and the media environment necessity,secondly according to the existing situation,suggest to the optimization of business model transformation and path,in order to through business transformation,optimize the structure of the traditional media,make it retain the advantages of rapid development.

Keywords:omnimedia environment;Traditional media;Business model;The transformation of

目录

一、绪论1

（一）研究背景1

（二）研究意义和必要性1

（三）国内外研究综述1

1.国外研究现状1

2.国内研究现状1

二、全媒体环境下传统媒体转型趋势分析2

（一）全媒体环境下传统媒体生态环境转变情况分析2

1.媒介形态转变2

2.媒介受众分析2

3.媒介传播效果分析4

（二）全媒体环境下传统媒体转型的必然趋势分析4

三、全媒体环境下传统媒体向商业模式转型的优化建议4

（一）商业模式相关概述4

1.商业模式定义4

2.商业模式结构5

（二）全媒体环境下传统媒体向商业模式转型路径5

1.全媒体环境下传统媒体商业模式的精准定位5

2.由内容生产商转型内容服务商5

3.建设报业的数字化经营系统6

4.构建多元化传播渠道6

5.构建完善的立体经营模式6

结论8

参考文献9