中国纸媒数字化困境及出路初探

【作者】 王侯；

【导师】 孙一民；

【作者基本信息】 复旦大学 ， 工商管理， 2009， 硕士

【摘要】 本文主要总结中国纸媒在数字化进程中遇到的各种困境,分析困境成因,并探索现实解决出路。现实性和新工具是本文的新意和特点:现实性指的是着重分析纸媒数字化进行中的问题,结合国内外纸媒数字化的新进展新变化进行事实分析,而不仅限于理论探讨或前瞻;新工具指的是引入现代战略管理的工具方法,利用战略模型对纸媒和数字报业的产业结构、产业价值链、利益相关者和业务组合进行详尽剖析,兼具高度和广度。围绕以上论题,首先根据传播方式、阅读习惯和技术革新这三条线索,梳理纸媒数字化的技术演进阶段,即电子化、网络化和移动化,并介绍了国内外纸媒数字化的现状;其次归纳了纸媒数字化的三种模式,着重展现了中国纸媒在数字化行进阶段即报网融合模式中的四大困境,即技术标准混乱,业务结构性矛盾,产业链突破瓶颈,新媒体持续赢利不足;再次通过产业竞争模型和战略分析工具,探索了纸媒数字化四大困境的成因;接着根据技术环境提出了适应性规划,根据困境成因探索了四大解决出路,即产业整合,价值重构,业务重组和专业运营;最后展望了纸媒数字化的未来变革因素,并尝试解释了若干一般性争议。全文共分八章,第一章概念界定和思路阐述,第二章纸媒数字化技术演进,第三章国内外纸媒数字化现状,第四章纸媒数字化三大基本模式,第五章四大困境表现形式,第六章四大困境成因剖析,第七章四大解决出路初探,第八章展望及一般性争议。更多还原

【Abstract】 This article main summary Chinese paper intermediary each difficult position which meets in the digitized advancement, analysis difficult position origin, and exploration reality solution outlet. The feasibility and the new tool are this article fresh idea and the characteristic: The feasibility is refers to analyzes the paper intermediary digitization to carry on emphatically the question, unifies the domestic and foreign paper intermediary digitization the new progress new change to carry on the fact analysis, but is not only restricted in the theory discussion or the perspective; The new tool directs into the modern strategy management the tool method, using the strategic model to the paper intermediary and the digital newspaper industry’s industrial structure, the industrial value chain, the benefit counterparts and the service mix carries on the exhaustive analysis, has both highly with the breadth.Around the above topics. First, according to means of communication, reading habits, and technological innovation the three leads, carding paper digital media technology evolution phase.Namely, the computerization, the network and the migration, and briefed the domestic and foreign paper intermediary digitization present situation; Secondly, the paper summarized the three models of digital media, focusing on the media to show the Chinese paper road stage in the digital convergence patterns reported in the four major difficulties, that is confusing technical confusion, the service constitutive property is contradictory, the industrial chain breaks through the bottleneck, the new media continues the profit to be insufficient; Once more through industry competition model and strategic analysis tool, has explored the paper intermediary digitization four big difficult position origins; Then proposed according to the technical environment the compatible plan, has explored four big solution outlets according to the difficult position origin, Namely industrial conformity, value restructuring, service reorganization and specialized operation; Finally has forecast the paper intermediary digitization future transformation factor, and attempted explained certain general dispute.The whole article about 55000 words, is divided into eight chapters: The first chapter to define and elaborate the concept of thinking, ChapterⅡof paper coal digital technology evolution. ChapterⅢof the status of digital media in China and foreign paper media, ChapterⅣof paper three basic modes of digital media, Chapter V of the plight of the performance of the four major forms,ChapterⅥof the four major causes of the plight of analysis,ChapterⅦof the way out of the four resolved, ChapterⅧof the look ahead and general disputes.更多还原