寻找“非市场需求”——2019中国报业转型发展报告  

Exploring "Niche Market" : The Transformation and Development of China’s Newspaper Industry in 2019

作　　者：陈国权[1] CHEN Guo-quan(Institute of Journalism,Xinhua News Agency,Beijing 100040,China)

机构地区：[1]新华社新闻研究所

出　　处：《编辑之友》2020年第2期63-68,共6页Editorial Friend

基　　金：国家社会科学基金项目“提高主流媒体新闻供给质量的扶持路径研究”（17BXW098）

摘　　要：从2019年的数据来看,报纸的传统广告模式已经渐渐失灵,迫切需要找到新的盈利模式来支撑媒体融合与事业发展。文章认为,政务广告、信息披露、注销公告、创新技术、政务新媒体托管、媒体智库等被人们所诟病的"不务正业"的转型方向,满足的是"非市场需求"。新的市场条件要求对于需求应有范式转换,拓展市场的外延,原有的思维定式都应被打破;新时期,报业的用户是多样和多元的,需求并不一定就是指读者的需求,用户表达的需求、媒体展示形象的需求、订报人而不是看报人的需求、政务新媒体托管的需求等被诟病的所谓"非市场需求",其实本质上也是一种市场行为。According to data collected in 2019,the traditional advertising mode of newspaper has proved to be a failure,and it is urgent to find a new profit model to support the media integration and the development of the industry.This article holds that the being criticized transformation towards irrelevant business,such as advertising for administrative agencies,information disclosure,cancellation announcement,innovative technology,government new media trusteeship,media think tank,does not meet the needs of traditional market.New market conditions require a paradigm shift,the extension of market,and abandoning the established thinking mold.In the new era,the users of newspaper industry are diversified,and demands do not necessarily mean the needs of readers,the needs expressed by users,the needs of displaying media image,the needs of subscribers rather than readers.Actually,the so-called irrelevant business,which is being criticized,is essentially a market behavior.

关 键 词：非市场需求 市场需求 报业转型 

分 类 号：G206[文化科学—传播学]