【作者】 李莉；

【导师】 张海明；

【作者基本信息】 武汉大学 ， 传播学， 2017， 硕士

【摘要】 新媒体技术的飞速发展,颠覆了我国广电传媒的生态格局。当媒介融合强势冲击广电传媒时,广电传媒可以通过变革组织结构,来适应新时代的节目内容生产模式,提高生产效率和利润收入,来发展壮大产业链条。组织结构变革是推动媒介融合的核心要素,要想媒介融合取得真正效果,就不能停留在技术、政策、经济、渠道等层面的融合,只有深入组织结构融合,改革利益分配方式,才能治本,广电传媒才能在互联网的浪潮中争得一亩三分地。本文的研究对象选取的是媒介融合背景下的我国广电传媒组织结构,秉持提出问题、分析问题、解决问题的思路,运用文献分析法、案例分析法和比较分析法,结合媒介组织流程再造理论、媒介权变理论和媒介复杂性理论,先分析广电传媒为什么要进行组织结构变革,即动因分析,然后通过梳理我国广电传媒组织结构变革的四个阶段现状,指出组织结构变革存在4大困境:组织结构与高新技术的落后性、组织结构与组织战略的失察性、组织结构与制度建设的缺失性、组织结构与既得利益的阻力性。并深入分析出现困境的深层次原因,找出以下原因:体制机制老化,缺乏变革动力;金字塔式结构,束缚生产力;两张皮现象,缺乏互联网基因;前景不明朗,变革成本高;文化隔阂,造成结构不相容;媒介员工抵抗,变革阻力大。在明晰了原因后,结合湖北广电、湖南广电和上海文广等媒体实例,梳理了我国广电传媒在媒介融合背景下的变革对策和建议,由于结构追随战略,笔者从实施全媒体战略、平台化战略、资本化战略、创客化战略和优化广电传媒组织内部管理五个方面对广电传媒组织结构变革提出了有针对性的建议和对策,如:构建平台型媒体、建立全媒体中央厨房系统、构建事业合伙人机制、改革绩效考核和激励机制、优化组织管控模式等。在我国广电传媒组织结构变革的实践中,还需要逐步探索,比如选择渐进式改革还是颠覆性变革,这需要取决于外部环境的压力和内部组织结构变革的力度。在具体的变革实践中,我国广电传媒可以结合自身实际情况,选择不同的方式进行部门重组或组织重构等。更多还原

【Abstract】 With the rapid development of new media technology,subvert the ecological pattern of our country’sradio and television media.When the media convergence impact the radio and television media strongly,radio and television media can change the organizational structure to adapt the content production mode in the new era and improve production efficiency and profits,which can develop and grow the industry chain.Organizational structure reform is the key element of media convergence.If the radio and television media want to get real effect of media convergence,media convergence can’t stay in the level of technology,policy,economy,channels and so on.Only in-depth the organizational structure integration and reform the benefit sharing mechanism can make radio and television media succeed in the wave of the internet.The research object of this paper is organizational structure of our country’s radio and television media under the background of media convergence.The paper uphold the mentality about asking questions,analyzing and solving problems.In this paper,based on the literature analysis,case analysis method and comparative research method,combined with the media organization process reengineering theory,media contingency theory,media complexity theory.First of all,this paper analyzes the reason why radio and television media changes organizational structure,that is to say,dynamics analysis.Then,combs the four stages of our country’s radio and television media organizational structure change of the status quo.There are four big dilemma in organizational structure revolution:the backward organizational structure and high and new technology,the lack of organizational structure and organizational strategy,the lack of organizational structure and the system construction,organizational structure and the resistance of vested interests.And analyze the deep reason of the emergence of the dilemma,identifying the reasons for the following systems and mechanisms is aging,lacking power of revolution;organizational structure is pyramid-style structure,which bounds productivity;organizational structure exist two skins phenomenon,which lacking internet genes;the development of radio and television media is not clear,the cost of change is high;there are cultural barriers,which lead the organizational structure is incompatible;media staff have resistance mood,the revolution has big obstruction.After clear the reason,this paper takes Hubei radio and television,Hunan radio and television,SMG such as examples,combscountermeasures and suggestions about organizational structure reform under the background of media convergence.Due to the structure following strategy,this paper carries out five countermeasures and suggestions to change the organizational structure of radio and television media,such as whole media strategy,platform strategy,strategic capitalization,maker culture strategy and optimize the internal management about radio and television media.Specifically,establish platform type of media,establishthe whole media central kitchen system,build business partner mechanism,reform performance evaluation and incentive mechanism,optimize the organizational control mode and so on.In the practice of our country’s radio and television media organizational structure change,also need to explore gradually,such as choose progressive reform or disruptive change,which is depending on the pressure of external environment and internal organizational structure change.In the concrete reform process,our country’s radio and television media can combine their own actual situation,choose a different way to restructure department or organizational reconstruction,etc.更多还原