三网融合与广告行业的应对  

The Fusion of “3 Networks” and the Solutions of the Advertising Industry

作　　者：胡鸿影[1] 

机构地区：[1]闽南师范大学新闻传播学院,福建漳州363000

出　　处：《漳州师范学院学报（哲学社会科学版）》2013年第3期72-75,共4页Journal of Zhangzhou Teachers College:Philosophy and Social Sciences

摘　　要：三网融合势必迎来广告业的大爆发,传媒业新的体系,新的运作架构和盈利模式,极可能在某些方面,改写广告运作的传统规则,给广告传播带来新契机。三网融合背景下的媒介环境更为复杂,广告受众呈现"碎片化"特征,内容消费持续繁荣,对全能型人才存在巨大需求。With the fusion of the ＂3 networks＂, the advertising industry is to witness a great boom of advertising. The newly construtted systems, operational modes and profiting modes of the media industry may lead to a great change concerning the principles used to guide the marketing of this industry, which may, in turn, create new opportunities for its development. In addition, under this circumstance, there will be a greater demand for more versatile talents with the ecology of the media becoming more complicated, the audience being more fragmented, the consumption in this field continuously blooming and there being a great need of all-round talents.

关 键 词：经营过程重组 价值链 价值创造过程 关键支持过程 例析 

分 类 号：G206.3[文化科学—传播学]