数字媒体产业之“游戏化”运营研究  

The Research on "Gamif ication" Design of Digital Media Industry

作　　者：张炳杰[1,2] 高玉敏[3] 

机构地区：[1]四川大学文学与新闻学院,四川成都610064 [2]石家庄学院文学与传媒学院,河北石家庄050002 [3]河北行政学院社会和文化教研部,河北石家庄050031

出　　处：《编辑之友》2016年第12期70-74,共5页Editorial Friend

摘　　要：移动互联网时代,人与媒介关系发生了革命性的变革。人自身的数字化使之无缝嵌入互联网内部,人本身成为媒介的一个节点,逆转成为媒介的延伸。以"用户"为基础的开放、多向、即时互动的新型传播模式初步确立。传统大众传播模式以及传统的媒体产业营销模式受到致命的冲击和颠覆,而新型数字媒体产业的运营模式尚处于摸索阶段。文章认为提高以用户情感参与及脑力贡献为核心的用户忠诚度,是数字媒体产业运营成功的关键,"游戏化"设计对于解决数字媒体产业的用户忠诚度问题,有着特有的功能与价值。The relationship between people and media undergoes revolutionary changes in the mobile Intemet era. Individual is digitized and embedded inside the mobile Internet as a digital code, eventually people become the extension of Internet media. Based on the user＇s open, muhidirectional, real-time interactive new transmission pattern preliminary established. The traditional transmission model and the traditional media marketing model are running down, the operation mode of the new digital media industry is still at groping stage. This paper thinks that improving consumer loyalty based on user participation and intellectual contributions is the key to the success of digital media industry. ＂Gamification＂ design is a method to solve the problems of consumer loyalty, which has its own function and value.

关 键 词：数字化 用户忠诚度 共享情感空间 游戏化 

分 类 号：G212[文化科学—新闻学]