传统报业数字化现状与转型策略研究.pdfVIP

I 摘 要 随着计算机技术、网络技术的发展，传统报纸产业受到了巨大冲击。读者被新兴媒体 吸引，报纸发行量下降，广告收入不断减少，部分报纸甚至被迫停刊。面对困境，国内外 报业纷纷进行数字化转型的探索，以应对危机。 通过近 10 多年的探索式发展，国内报业的数字化转型探索虽然取得了部分成效，报 业数字化也为人们所熟悉，但与国外报业相比还有较大差距，其转型发展过程中仍然有许 多问题需要解决。文章主要从以下三个方面对报业数字化转型的现状及策略进行了分析研 究： 首先，对国内外报业数字化的发展历程及现状进行了梳理和概述，分析了在新媒体冲 击下，国内外报业读者流失的原因以及传统报业发展遭遇的诸多困境。通过总结分析报业 各个阶段的数字化转型情况，得出数字化背景下传统报业的数字化转型是其进行产业升级 的必须选择。同时，全媒体报业的概念也不断影响着报业的发展，报业的数字化转型也从 最初的被迫适应转化为目前的自觉行动。 其次，分析了国内外报业数字化转型的实践，总结概括了国内外报业转型的类型及特 点。分析了其转型成功的经验，同时分析概括了国内外，尤其是国内报业转型过程中，在 体制机制、内容生产、盈利模式、数据库建设等方面的问题。 第三，在分析借鉴国外报业转型成功经验的基础上对国内报业的战略转型提出了对 策。首先，现行的报业体制机制要不断改革，以解决产权、结构、融合问题，打破行业间 的各种壁垒，制定产业政策，实现媒体融合，为报业数字化的发展创造良好环境。其次是 发挥报业优势创新优质全媒体内容，以特色化、个性化内容提升报业的核心竞争力。再次 要拓展并延伸全媒体产业链，建立全媒体整合数据库，探索多渠道的盈利模式，包括报业 数字品牌的营销，数据库的建立等内容。当然，实现上述目标，还需要健全人才培育机制， 培养高素质的全能型人才。 关键词：报业；数字化；转型；问题；策略 万方数据 II Abstract With the development of computer technology and network technology, the traditional newspaper industry received a huge impact. The new media more and more attracted readers, newspaper circulation and advertising revenue declined, some newspapers even forced to bankruptcy and possible closure. Face to the problems, traditional newspaper industry went to explore digital transformation. After more than ten years of development, the digitization of newspaper industry in our country has made some progress, the concept of “all media” has gradually entered our life. But compared with foreign newspapers industry we also have larger gap, the transformation of development there are still many problems to be solved in the process. This paper mainly analyzes the present situation and strategies of digital transformation in our country: First, the development history and the current situation of the newspaper digitization were summarized. And then analyzed the reason of the loss of newspaper readers both at home and abroad as well as the development difficulties of the traditional newspaper industry under the impact of new media. After that, the digitization