【作者】 金婧；

【导师】 李雪枫；

【作者基本信息】 山西大学 ， 新闻学， 2007， 硕士

【摘要】 因特网在世界范围内的兴起带来了传播业结构的变化，并促生了一种新的新闻传播媒介——网络新闻媒体，从而引起了传媒业界和学界的关注。自1994年中国接入国际互联网以来，中国的网络新闻媒体的发展已走过了十三个年头，并在国内新闻改革浪潮的推动下，朝着市场化、产业化的方向大踏步前进。研究网络新闻业，不能仅仅以产业本身为对象，而必须探究三个不可分离且相互影响的因素：新闻传播规律、市场经济规律和政府战略决策。本文正是在这一思路框架下展开的，并在经济学中，找到了解读中国网络新闻业的钥匙。本次研究的目的，就是在微观的层面上，尝试为中国网络新闻媒体的经营提供一个部分的解决方案，在宏观的层面上，对中国网络新闻业的产业政策进行价值判断，研究其理论依据和现实目标。第一部分对中国网络新闻业的相关定义进行了界定，界定的依据是相关的政策法规。由于本文的目的不在于从学理上辨析概念，而在于强调其现实经济意义上的可操作性。笔者认为，从政策规定的角度界定概念，准确地描述了本文的研究对象，是本次研究的新颖之处。第二部分介绍了经济学方法在媒介研究中的应用和相关的争议，并详细阐述了经济学方法在本次研究中是如何应用的。第三部分运用实证经济学的方法，构建了中国网络新闻业的产品确优化模型。该模型针对的是我国网络新闻业的产品策略问题，其功能是提供了一个产品组合的优化思路，即首先要对每一个产品的企业实力和市场引力采取打分的方法分别评定其企业实力和市场引力的大、中、小。然后根据各产品的企业实力和市场引力大小、将其位于产品系列评价矩阵图中的适当位置，从而选择不同的产品组合。第四部分运用规范经济学方法，对我国网络新闻业的产业政策进行了解读和价值判断。以现有的产业政策体系为基础，分析了我国政府对网络新闻业进行干预的非经济原因和经济原因，并指出了相应的理论依据，即媒介作为舆论阵地的特殊性和媒介市场失灵；还评价网络新闻业产业政策的目标，即控制新闻信息传播、推动基础设施建设和影响市场结构。综上所述，本次研究是关于网络新闻业经营管理方面的研究，从微观和宏观两个层面上，对我国网络新闻业的发展进行分析并提出建议。其最大的特点在于采用了经济学的研究方法，并尽量严格地使用经济学术语，是在网络媒介研究方法论上作出的进一步探索。更多还原

【Abstract】 The rise of internet in the worldwide has caused the change of the media structure and accelerated a new news media—internet journalism, and it thus attracted the attention of media and academic circles. From 1994 when China accepted worldwide web till now, Chinese internet journalism has developed for thirteen years, and is going forward greatly toward marketization and industrialization under the wave of domestic media reform.Researching internet journalism shouldn’t be just industrial-oriented, but focus on three indispensable and mutual-influential factors: news media regular, market economic regular and government strategic decision. The thesis is launched under this very framework and has found the way to understand Chinese internet journalism in the economics. The objective of the research is to provide a partial means to solve the problems in the management of Chinese news media in a macro way, and make an evaluation of the Chinese internet journalism and research its theoretical foundation and realistic objective.The first part defines relative definitions in the Chinese internet journalism which is based on relative laws and regulations. The objective of the thesis is not to differentiate and analyze the definitions in a theoretical way, but to emphasize its realistic economical meaning. Therefore, I think it is a novelty to describe them in this way.The second part describes the application of economics in media research and relative disputes, and exposes how it is used in this research in detail.The third part, using economics with substantial evidence, founds the model for Chinese internet journalism to make sure its excellence. The model focuses on the strategic problems in the domestic internet journalism and it functions to provide a way to product composure, that is, to evaluate the enterprise strength and market fascination by the way of marking. Then according to the evaluation, put the product in the proper place in order to choose different product composure.Using standard economics, the forth part analyzes and evaluates the industrial policy of Chinese internet journalism. Based on the present industrial policy system, it analyzes the economic and uneconomic reasons for the Chinese government’s management on internet journalism, and points out relevant theoretical basis, that is, the specialty and market’s inflexibility of media. And it evaluates the industrial policy of internet journalism, that is, to control the spread of news, accelerate infrastructure and affect market structure.In conclusion, the research is on the management of internet journalism from micro and macro aspects, analyzes the development of internet journalism and provides suggestions. The most important feature of the thesis is the utilization of economic way and strict in using economic terms which is a further research in analyzing internet journalism.更多还原