【作者】 李萌；

【导师】 屠忠俊；

【作者基本信息】 华中科技大学 ， 新闻学， 2005， 硕士

【摘要】 目前,中国媒介产业正处在一个重大的社会发展和变化的进程中。一方面,中国媒介产业的发展已经进入到规模化发展的阶段,另一方面,加入WTO后中国媒介产业将面临新的国际化竞争的市场格局。在这样的背景下,加强对媒介产业的理论研究是十分必要的。本文尝试运用生态学视角对中国媒介产业进行研究,通过引入媒介生态系统的概念,分析媒介产业内部的运行机制,媒介产业如何与自己的外部环境发生作用以及外部环境的变动对媒介产业产生的影响。媒介产业所在的外部环境影响着媒介产业的运行,本文通过引入生态学中生态因子的概念来分析媒介产业的外部环境(经济、政治、技术、文化)对其的影响及媒介产业如何更好的利用外部环境资源。在当前竞争愈来愈激烈的市场环境下,媒体要生存发展,必须选择正确的竞争战略。本文通过研究媒介产业内各媒体的“生态位”,指出媒体正确的竞争战略应建立在媒体生态位趋异性定位的基础之上,也就是追求传媒市场细分,明确媒体的受众群体,找到媒体的正确定位,减少媒介产业中不同媒体在相同或近似的生态位(资源)上正面冲突和过度竞争。各媒体应拓展并利用一切可利用的资源去填补媒介产业生态系统中的生态位空缺,找到最能发挥自己作用的位置。尽快完善,优化中国媒介产业价值链,是中国传媒业未来发展的重点。作为价值、物质、信息流动途径的媒介产业价值链与自然生态系统中的生物链有许多相似之处,通过借鉴生态学中生物链原理,可以更好的揭示中国传媒业从过去个别的“点”式经营,转变到规模化的媒介集团的“结构”型经营的发展道路,以及如何更好的建构完善的媒介产业价值链。最后,本文借鉴生态学中协同进化的思想,指出媒介生态系统也必然会走协同进化之路。媒介产业的集团化和大传媒整合这两大趋势是目前中国媒介产业协同进化的主要表现形式。更多还原

【Abstract】 Nowadays, Chinese media industry is in the process of big social change and development. On one hand, the development of Chinese media industry is stepping in the large-scale stage; on the other hand, Chinese media industry is facing international competitive market after China acceded to WTO. It is the high time we studied Chinese media industry. The dissertation tried to study on Chinese media industry from ecological perspective. By introducing the concept of media ecological system, it analyzed internal mechanism of Chinese media industry and how the Chinese media industry interacted with its environment. It was well-known that the environment of media industry influenced the performance of media industry itself. The dissertation tried to analyze the influence of Chinese media industry’s environment and how the media industry made good use of its resources by introducing the concept of ecological factor. Under the competitive marketing environment, media has to choose wise competitory strategy to survive. The dissertation, by studying different media’s niche, pointed out that the wise competitory strategy should be based on varying orientation of media’s niche, which is to carry out media market segmenting. Trying to optimize Chinese media industrial valuing chain as soon as possible is the emphasis of Chinese media industry’s development. Since media industrial valuing chain beared resemblance to ecological chain, by using the theory of ecological chain for reference, the dissertation revealed the path of Chinese media industry’s development. In the end, the dissertation claimed our media ecological system would have cooperative evolution, which performed as collectivization and convergence of media, as well as the ecological system.更多还原