我国主流媒体网站管理现状与建议  

On Management Status of Mainstreamed Media Websites in China

作　　者：钟瑛[1] 罗昕[2,1] 

机构地区：[1]华中科技大学新闻与信息传播学院 [2]华南师范大学新闻传播系

出　　处：《新闻与传播研究》2012年第1期60-72,110,共13页Journalism & Communication

基　　金：国家社科基金重大项目“互联网管理与中国特色网络文化建设研究”(07&ZD040);教育部人文社科研究青年基金项目(10YJC860030)的前期研究成果之一

摘　　要：通过对全国37家主流媒体网站高管进行问卷调查和半结构性访谈,本文对当前我国主流媒体网络管理状况和存在的问题进行了调研,并提出了相关对策建议。The paper based on a questionnaire survey and semi-structured interviews which carried out to executives of 37 main nationwide media website. It reveals the folloing: in the matter of management system, insufficient funds, uncertainty of management right and incompleteness of management norms are the main problems of the websites. As for human resource, staffs of those companies tend to be young and of relatively large mobility. Besides, versatile talents and an appropriate assessment system are needed.In content management, the concepts of Timeliness and Original did not receive due attention. Also, actual operation of guiding public opinion tends to become a simple way as blocking. In addition, emphasis on uniqueness of the Information Collection function reflects other functions of the content in a very weak phase.In respect of operating and management, sources of funding are more and more narrow. Inadequate marketization and over-reliance on advertising revenue are becoming problems of website companies. To solve these problems, our group has the following suggestions.Firstly, in the matter of management system, news sites should accelerate the process of becoming enterprises listed and commercial sites are supposed to enhance their awareness of public opinion guide.As for staff management, website companies should establish a rational system of personnel training and assessments as well. Besides, in content management, website companies should emphasize on unique selling proposition and creative contents, and also focus on keeping the flow of information free as well as safe.In respect of operating and management, media websites ought to expand sources of funding through various channels and actively seek profit patterns according to their own development model.

关 键 词：网站管理 主流媒体 现状 问卷调查 媒体网站 管理状况 媒体网络 

分 类 号：G206[文化科学—传播学]