燕赵都市报全媒体转型策略分析-an analysis of yanzhao metropolis dailys all - media transformation strategy.docxVIP

I I 摘 要 摘 要 全媒体时代的到来，对报纸来说既是机遇又是挑战。为了适应时代发展的要求，很 多报纸也开始逐步实施全媒体战略，对传统报业实现流程再造，通过不同的传播渠道发 布信息，满足受众的信息需求。 全媒体时代，报纸的运行模式是建立在纸质媒体品牌的影响力之上的，进而实现新 闻信息的多媒体化、报道方式的多元化以及新闻资源的整合与充分利用，力争通过多种 传播途径，将新鲜、准确的信息传播给受众。 与传统的新闻媒介相比，全媒体时代的媒介有自身鲜明的特点。全媒体时代更加注 重传播链条的多元化、记者全能技术的培养、新闻反馈渠道的多样化，注重与受众进行 全方位的的互动式传播。传统媒体需要借助新媒体技术，将单一化的新闻报道转而向多 元化发展，实现新闻报道以及采编流程的全媒体化，对新闻信息进行全方位的挖掘与利 用。 报纸在向全媒体转型的过程当中，在探索中不断改进自己的发展模式，但是仍然存 在一些问题，需要在实践中不断改进并完善全媒体的形式。《燕赵都市报》作为河北地 区覆盖 11 市的报纸，尽管发行量已超过百万份，但是也同样面临新媒体的挑战。在全 媒体时代到来之时，《燕赵都市报》采取了“三媒一体”转型发展战略，并在不断的发 展过程当中取得了一定的成效，但仍需进一步完善，不断丰富媒介的发展模式，探索纸 媒之外的网络盈利模式，实现社会效益与经济效益的平衡，在全媒体时代中为纸媒赢得 一定的发展空间。 关键词 《燕赵都市报》 全媒体 转型 II II Abstract Abstract In omnimedia era, there are both an opportunity and a challenge to the newspaper. In order to meet the requirements of the times, many newspapers have begun to implement the progressive implementation of omnimedia strategies, and recycle of the traditional newspaper industry’s processes, released the information through different channels to satisfy the information needs of the audience. The run mode of the newspaper is built on the influence of print media brand in omnimedia era, achieving a multimedia communication for news and information, diversified reported ways and the integration of news resources and take full advantage of striving through a variety of route of transmission, that it makes fresh and accurate information to the audience. Compared with the traditional media, media in all media era has its own distinctive features. The media can pay more attention to the transmission chain’s diversification, the journalist’s all-round technology training, news feedback channel variety, and focusing on a full range of interactive communication with the audience. The traditional media will draw support from new media technology in order to turn the single news report to diversified development, make news reports and editorial process be suitable for all media, mine and utilize news information comprehensively. In the process of tra