【作者】 许志晖；

【导师】 于丹；

【作者基本信息】 北京师范大学 ， 广播电视艺术学， 2011， 博士

【摘要】 当下,传媒乱世之秋,而媒体融合正是这个乱世舞台上的主角。本文以数字化时代为研究背景,以产业经济学为研究视角,在结合多种研究方法的基础上,对媒体融合这一传媒热点现象进行重新审视,以求解决以下几个媒体融合研究中的关键问题:媒体融合的本质是什么?融合行为的发生需要哪些条件因素和过程要素?不同层面上媒体融合的动因、路径以及效应又有哪些?媒体融合的未来会走向哪里,后媒体融合时代的传媒产业形态又将是一番怎样的情景?本文将严谨求证与大胆假设相结合,在兼顾我国传媒产业特殊性的同时,致力于探究媒体融合的一般规律和原则,并对未来的传媒产业情景作以前瞻性的勾勒。“导言”阐释论题的背景和意义,同时综述文献,确立逻辑结构和研究方法。第一章“媒体融合的理论阐述和范围界定”。简要梳理、辨析国内外“媒体融合”概念,结合产业经济学理论对“媒体融合”进行重新界定,明确媒体融合研究的主体对象。第二章“媒体融合的历史现象和行为判别”。依据互动程度的差异,将不同媒体之间的互动关系划分为“合作”、“整合”和“融合”三个层次,从而明确了媒体融合与其他媒体互动行为之间的区别,限定了媒体融合的研究范畴。融合从来都不是目的,而是手段。通过考察典型案例,指出媒体融合过程中存在的误区和缺憾,为传媒市场上的融合行为提供借鉴。第三章“媒体融合的条件、过程及其本质”。媒体融合的发生需要具备相应的条件因素,其中“技术进步”表现为数字技术和网络通信技术的普及应用,“规制放松”是通过制度安排为媒体融合的提供政策保障,而“市场开放”则是为媒体融合创造良好的外部环境。此外,媒体融合的实现也不是一蹴而就的,而是要经历一个技术边界消失、业务边界交叉和市场边界模糊的过程,并且在这个过程中,媒体融合可以促成传媒资源的优化配置和实现产业效益的最大化,这也是媒体融合的本质所在。第四章“企业层面媒体融合的动因、路径及其效应”。媒体融合的微观动力来源于传媒企业外在的竞争压力和内在的对规模经济和范围经济的追求。基于新媒体与传统媒体之间“竞合”关系的程度,企业层面媒体融合的实现路径可以有替代型融合、互补型融合和结合型融合三种选择。媒体融合通过增加或改变企业产业链的价值创造环节,可以给传媒融合企业带来四个方面的积极影响,分别是提升企业的创新功能、确立企业的竞争优势、推动企业的持续成长、实现企业的价值增值。第五章“市场层面媒体融合的动因、路径及其效应”。该层面媒体融合的动因体现在两个方面:其一是新媒体的加盟客观上要求对原有的市场结构进行改良,其二是市场环境的复杂性和不确定性的增加要求通过某种改变降低市场交易成本。由于供给与需求关系是传媒市场的核心问题,因此,市场层面的媒体融合可以有三种路径选择:供给方融合、需求方融合、供给和需求的双向融合(即“供需一体化”)。正是基于传媒市场上供给与需求关系的调整,媒体融合不仅节约了市场交易成本,增加了生产者和消费者剩余,而且还对提升市场效率、完善市场结构的具有显著效应。第六章“产业层面媒体融合的动因、路径及其效应”。首先,从产业关联、产业吸引力以及产业效益最大化三个方面阐释了该层面媒体融合的动因;其次,从非均衡发展和动态比较优势的战略思路出发,确立了产业融合的三种路径,即传媒主导产业引领媒体合融、传媒新兴产业改造传统产业、传媒高效产业淘汰低能产业;最后分别从产业经营、产业布局和产业结构三个向度考察了产业层面媒体融合的效应。第七章“云媒体——后媒体融合时代的传媒产业情景”。基于媒体融合的阶段性成果,以及一系列可能影响产业发展的重要的不确定性的合理条件,本章对传媒产业的未来情景做以前瞻性的理论假设,并分别从物理技术形态、产业运行状态以及产业效应三个方面论证了云媒体存在的可能性与可行性。“结语”对文章的论述进行归纳总结,同时明确下一步的研究计划和目标。更多还原

【Abstract】 At present, the media industry is in its tumultuous times，in which Media Convergence actsas the leading character. Taking the digital age as research background, and Industrial Economicsas research perspective，this paper is about to reconceive of this media phenomenon incombination with various research methods，and tries to solve the following key problems aboutthe research on Media Convergence: What is the essence of Media Convergence? Whatconditional factors and process elements will be needed in the occurrence of convergencebehaviors? What are the agent, path and effect on different levels of Media Convergence? WhereMedia Convergence will be to go in the future, and what is the scene of media industry in thetimes of post- Media Convergence? Taking into account the particularity of Chinese mediaindustry, this paper is committed to explore the general rules and principles of MediaConvergence by combining with rigorous verification and bold hypothesis，and meanwhile, itwill draw the outline of the prospective scene of the future media industry.“Introduction”involves the background and significance of this thesis, literature review,and the establishment of logical structure and research methods.ChapterⅠ：“Academic Interpretation and Economic Definition of MediaConvergence”.This section briefly methodizes and differentiates the concept of " Media Convergence " athome and abroad，and on that basis, it puts forward the economic definition of " MediaConvergence " in combination with Industry Economics, and then it clears the research objectfrom the economic perspective.ChapterⅡ:“Discrimination on the Historical Phenomena and Behaviors in Media ConvergencConvergence”.According to the interactive degree, this section divides the interactive relationshipsbetween different medium into three levels---cooperation, integration and convergence, whichclearly illustrates the differences between Media Convergence and other interactive behaviors,and limits the research category of Media Convergence. Convergence is never a purpose, but ameans. By investigating the typical cases, it points out the misunderstandings and spots in theprocess of Media Convergence, which can provide references for the convergence behaviors onmedia market.ChapterⅢ：“Conditions, Process, and Essence of Media Convergence”.The occurrence of Media Convergence needs to have some corresponding conditions："Technical Progress" assumes the popularization and application of the digital technology and thenetwork-communication technology, "Deregulation" provides the safeguard for MediaConvergence through institutional arrangement, and "Market Access" creates a good externalenvironment for Media Convergence. In addition, the realization of Media Convergence can ontbe accomplished at one stroke，but needs to experience a process of technical boundarydisappearing, business boundary intersecting and market boundary blurring. And in this process,Media Convergence is able to contribute the optimized allocation of media resources and achievethe maximization of industry benefit. That is also the essence of Media Convergence.ChapterⅣ：“Agent, Path and Effect of Media Convergence on Firm Level”.The microscopic power of Media Convergence comes from external pressure of competitionand inner pursuit of economies of scale and scope. Based on the degree of "Competition andcooperation" relationship between new media and traditional media, the path of MediaConvergence on firm level may include three choices—alternative convergence, complementaryconvergence and combined convergence. By increasing or changing the value -creation link inthe industrial chain of enterprise, Media Convergence is able to bring four aspects of positiveimpact to the convergence enterprises---improving the innovative function, establishing thecompetitive advantage, promoting the continuous growth, and realizing the value enhancement.ChapterⅤ：“Agent, Path and Effect of Media Convergence on Market Level”.The agent on this level reflects in the following two respects: One is that the original marketstructure is required to be improved because of the new-media’s joining; Second is that the markettransaction costs are supposed to be reduced through some changes with the complexity anduncertainty of market environment increasing. The relationship between supply and demand isthe core problem of media market，therefore, there could be three convergence paths on marketlevel---supply-side convergence, demand-side convergence and two-way convergence (" theintegration of supply and demand "). It is based on the adjustment of the relationship between supply and demand , that Media Convergence not only saves the market transaction costs, andincreases producer and consumer surplus，but also has a significant effect on promoting themarket efficiency and perfecting the market structure.ChapteChapterⅥ:“Agent, Path and Effect of Media Convergence on Industry Level”.Firstly, this section expounds the agent of Media Convergence on this level from threeaspects, which includes industry relevance, industrial attraction and the maximization ofindustrial benefit. Secondly，in line with the strategic thoughts of non-equilibrium developmentand dynamic comparative advantage, it establishes three convergence paths---leading industryguiding Media Convergence, emerging industry remolding traditional industry, efficient industryeliminating low-energy industry. Finally, it investigates the effect of Media Convergence on thislevel from three dimensions，which are industry operation, industrial distribution and industrialstructure.ChapterⅦ:“Cloud media---the Scene of Media Industry in Post-Media ConvergenceEra”.Based on the staged achievements in Media Convergence, and a series of important,uncertain and reasonable conditions which may affect the industrial development, this sectionmakes a theoretical assumption about the prospective scene of media industry in the future, andthen demonstrates the possibility and feasibility of the existence of "Cloud-Media" from threeaspects, such as physical technology form, industry operating status and industrial effect.“Conclusion”presents a summary of the given discussion in the previous chapters, and setsthe next step for the research plan and goal.更多还原