《华尔街日报》报网一体化分析研究.pdfVIP

摘 要 摘 要 2007 年以来的金融危机，使美国及世界的报业接受了巨大冲击，作为全球知名财 经媒体的《华尔街日报》却一枝独秀，逆势而上，取得了不俗的业绩。究其因，是其报 网一体化，扼制了报纸读者流失、广告效益下滑颓势。同时，也使其网络影响力不断扩 大。《华尔街日报》的报网一体化，基本实现了报纸与网络的相互依存、优势互补、共 生共赢、良性互动。这为我国的报网一体化提供了可供借鉴的样本。 本论文运用新闻学、传播学、媒介管理学等学科理论，对《华尔街日报》的报网一 体化进行了透视和解析，探讨了其获得成功的诸种因素，指出了其本身具有的现实意义， 并参照我国报网一体化中的问题与大环境，力图从这种成功的报网一体化外国模式中得 到一定的借鉴。 论文认为，华尔街日报报网一体化的成功，对我国的报网一体化提出如下启示：第 一，更新观念，开创性的进行“报网一体化”进程；第二，完善体制，以市场化道路打造 新时代媒体航母；第三，加强互动，以特色化内容走品牌化道路；第四，精兵简政，优 化人力资源管理；五，改善经营，多方面拓展盈利空间。 关键词：报网一体化 华尔街日报 启示 I Abstract Abstract Since the financial crisis happened in 2007, the newspaper industry in all the world, especially the United States, had been affected greatly, but The Wall Street Journal, The worlds leading financial media, had achieved impressive results. There is a reason as follow: newspaper-networks integration, that put down the declining of the loss of readers and the advertising benefits, and While expanded the influence. Newspaper-networks integration of The Wall Street Journal basically achieved the interdependence of the newspapers and networks, complementary advantages, winning together, and positive interaction, which provided for reference sample of the newspaper-networks integration in China. In this paper, through the use of journalism, communications, media and other subjects of management theory, parses the newspaper-networks integration of The Wall Street Journal , analyses the factors of its success, and points out the practical significance. Besides, taken th