广播电视编导-媒介融合背景下地方传统媒体的转型发展策略.docxVIP

PAGE PAGE III 媒介融合背景下地方传统媒体的转型发展策略 ——以凤凰卫视为例 摘要：媒体推动社会的进步历程，作为新型社会模式形成的符号，每个新社会形态都伴随着一个新媒介的出现应运而生。近年来，微博、社交网络等新媒介应用方式层出不穷使得传统媒体的发行量、广告量持续下降。互联网的迅速崛起颠覆了人们的阅读习惯，影响了整个传媒业。本文着重研究凤凰卫视的转型路径以及后续还有哪些不足。通过对凤凰卫视的研究，也全面探讨了媒介融合的起源、发展趋势以及融合背景。目前凤凰网继承了凤凰卫视的新闻生产优势与品牌资源，将受众的好感度和关注度转移到凤凰网上，这就改变了网站对凤凰卫视资源的过度依赖。并且在探讨凤凰卫视个案的同时，本文还分析了电视媒体转型过程中的共性问题以及解决方案，以期助力于进行媒体转型和融合。 关键词：新媒体；传统媒体；转型 Transformation and development strategy of local traditional media under the background of media convergence -- take Phoenix Satellite TV as an example Abstract: Media promotes the progress of society. As a symbol of the formation of a new social model, every new social form comes into being with the emergence of a new media. In recent years, the emergence of new media applications such as micro-blog and social network has made the circulation and advertising of traditional media continue to decline. The rapid rise of the Internet has subverted peoples reading habits and affected the entire media industry. This paper focuses on the transformation path of Phoenix Satellite TV and what shortcomings follow-up. Through the study of Phoenix Satellite TV, the origin, development trend and integration background of media convergence are also discussed comprehensively. At present, Phoenix Network inherits the advantages of Phoenix Satellite TVs news production and brand resources, transfers the audiences favor and attention to Phoenix Network, which changes the sites over-reliance on Phoenix Satellite TV resources. While discussing the case of Phoenix Satellite TV, this paper also analyses the common problems and solutions in the process of transformation of TV media, with a view to facilitating the transformation and integration of media. Key Words: new media; Traditional media; transformation  目 录 TOC \o 1-2 \h \z \u 一、引言 1 （一）研究目的和意义 1 （二）国内外研究现状 1 （三）媒介融合概述 2 二、传统媒体转型的SWOT分析 2 （一）优势分析 2 （二）劣势分析 3 （三）机遇分析 4 （四）挑战分析 4 三、媒体融合下凤凰卫视转型的困境 5 （一）凤凰卫视转型的背景 5 （二）传统媒体面临的转型困境 5