新媒体时代下我国纸媒战略转型问题的探讨

中文摘要

CHINESE ABSTRACT

由于管理体制机制的落后、网络新媒体的冲击、用户需求的多样、强主导的议程设置等原因让报纸又一次感觉到了深深的危机。报纸赖以生存的根基受损：发行数量下降，广告收入锐减；传播渠道失灵；速度与深度失衡。作为在传播效果和舆论功能方面都具有绝对优势的传统媒体，报纸一直以来都在艰难前行。在媒介融合和数字化影响下，传统报纸如何发展是一个现实而迫切的问题。传统纸媒需要寻找适合报纸媒体未来发展的方式，最大限度的实现传统纸媒与其他媒体间的深度融合，实现传统报纸新闻媒体业的创新式改革。

Due to the backward management system and mechanism, the impact of new media on the Internet, the diversity of user needs, the strong dominant agenda setting and other reasons, newspapers once again feel the deep crisis.The very foundations on which newspapers depend for their survival have been damaged: circulation has fallen, advertising revenues have plummeted;Failure of communication channels;Speed and depth are out of balance.As a traditional media which has absolute superiority in communication effect and public opinion function, newspaper has been making a hard way.Under the influence of media convergence and digitalization, how to develop traditional newspapers is a realistic and urgent problem.Traditional paper media need to find a suitable way for the future development of newspaper media, so as to realize the deep integration between traditional paper media and other media to the greatest extent, and realize the innovative reform of traditional newspaper news media industry.

关键词： 纸媒；纸媒转型；媒介融合

Keywords:Print;Transformation of paper media;Media convergence

目录

一、绪论4

（一）研究的背景4

（二） 研究的意义4

二、国内外纸媒转型状况4

（一）纸媒转型的研究4

（二）互联网媒体的定义5

三、 国内外纸媒转型发展历程5

（一） 国内纸媒转型发展历程5

（二） 国外纸媒转型发展历程6

四、国内报纸新媒体转型的风险7

（一） 单一收入难再续7

（二）缺乏互联网思维8

（三）报纸思想僵化9

（四）技术水平的局限9

五、报纸数字化转型问题的应对策略9

（一）管理理念上，坚持以受众为中心9

（二） 注重版权保护，强化内容生产10

（三）经营管理上，强技术多渠道推广10

（四）丰富纸媒盈利模式10

（五）加强团队建设，奠定转型基础11

结论12

参考文献13