中央广播电视总台的集成经济拓展与社会成效  

Integrated economic expansion and social effectiveness of the Central Radio and Television Station

作　　者：樊拥军[1] 刘虹 FAN Yongjun;LIU Hong(School of Journalism and Communication,Hebei University,Baoding 071000, Hebei,China;Handan Daily,Handan 056002,Hebei,China)

机构地区：[1]河北大学新闻传播学院,河北保定071000 [2]邯郸日报社,河北邯郸056002

出　　处：《长安大学学报（社会科学版）》2019年第3期77-84,共8页Journal of Chang'an University(Social Science Edition)

基　　金：国家社会科学基金一般项目(17BXW031);河北省社会科学基金项目(HB18XW010)

摘　　要：互联网时代媒体深度融合与跨界发展趋势下,为应对内外挑战着眼可持续发展而组建的中央广播电视总台,在打造国家新型主流媒体集团的进程中,需要集各种资源之大成来拓展市场空间和服务社会集体进步。基于现实社会的复合需求,以传媒集成经济形态的发展理论为依据,比较分析其整合原来三大机构人财物力的内部同业资源,归纳中央广播电视总台一年以来运营实践活动经验。研究发现,进行组织优化配置,强调柔性治理能有效扩张集成规模经济;利用跨界联合关联和非关联的外部异业资源同盟伙伴,以产业集体的互利共赢为目标拓展集成范围经济;因应新传播关系要求持续聚合用户群体资源,全面挖掘蕴含的产消合作交易机遇和多元开发集成人气经济交叉收益。研究认为,内涵式发展传媒产业与更多产业以及社会、民众共进共赢的集成经济形态,扩散主流媒体壮大自身产业与经世济人相得益彰的协同发展理念,是中国主流媒体集团产业拓展市场、巩固舆论引导地位、提高新闻传播实力的科学路径。Under the trend of profound media integration and interdisciplinary development in the Internet era, the Central Radio and Television Station (CRTS), which is set up to meet the internal and external challenges with a view tosustainable development, needs to gather all kinds of resources to expand market space and serve the collective progress of society in the process of building a new type of national mainstream media group. Based on the complex needs of the real society and the development theory of the media integration economy, this paper conducts comparative analysis of the internal resources of the same trade which integrate the human, financial and material resources of the original three institutions, and summarizes the experience of the operation practice of the CRTS in the past year. Studies find that the optimized allocation of the organization and the emphasis on flexible governance can effectively expand the integrated economies of scale;utilizing interdisciplinary joint association and non-affiliated external resource alliance partners of different trades can expand the integrated scope economy with the goal of mutual benefit and win-win of industrial groups;in response to the requirements of the new communication relationship, the CRTS should continuously aggregate user group resources, comprehensively tap the potential opportunities of cooperative trade between production and consumption and the cross-benefits of diversified development and integration of popular economy. Studies believe that it is the scientific path for China’s mainstream media group industry to develop the integrated economic form between the media industry and more industries, and win-win situation of society and the public, to spread the concept of coordinated development of the mainstream media inborn strengthening its own industries and benefiting the society and its people, in order to expand the market, consolidate the leading position of public opinion and improve its strength in news dissemination.

关 键 词：中央广播电视总台 新型主流媒体集团 集成经济 社会成效 传媒经济 

分 类 号：G206.3[文化科学—传播学]