供给侧“加码”与“6S”助力:我国报业供需协同与转型路径  

Supply-Side"Increase"and "6S"Empowerment:Supply and Demand Coordination and the Transformation of Chinas Newspaper Industry

作　　者：黄洪珍[1] 何日辉 HUANG Hong-zhen;HE Ri-hui(School of Humanities,Hunan University of Science and Technology,Xiangtan 411100,China;School of Journalism,Communication and Film and Television,Hainan Normal University,Haikou 571199,China)

机构地区：[1]湖南科技大学人文学院新媒体研究所,湖南湘潭411100 [2]海南师范大学新闻传播与影视学院,海南海口571199

出　　处：《编辑之友》2021年第3期57-63,共7页Editorial Friend

基　　金：国家社会科学基金一般项目“媒体融合背景下我国传统媒体的市场结构矛盾与供给侧改革研究”(20BXW038)。

摘　　要：新媒体时代,我国报业陷入前所未有的困境。如何破除旧载体、旧内容、旧流程、旧市场等"四旧"、解决报业供给与受众需求不平衡不匹配的问题,是报业破解当下困境、实现突围的关键所在。宏观上,以供给侧的提质优效倒逼需求侧,增重供给侧"跷跷板",抑制市场、资本、消费群体等多种要素流失,通过体制改革、技术革新、人才引进、创新服务模式等具体手段,为虚弱的报业注入营养液,助推市场供给侧与需求侧重归平衡。微观上,将"6S模式"作为报业供给侧起死回生的一剂猛药,即separate(经营独立化)、sale-modernize(盈利现代化)、sociation(产业集聚化)、social commonweal(社会公益化)、servitization(服务个性化)、survey(反馈互动化)。其中,separate作为体制保障,sale-modernize、sociation是生存前提,simple、servitization、survey则是具体行为。In the era of new media,China’s newspaper industry is in an unprecedented predicament.How to break away from the "five olds" (the old carrier,content,process,market and model),and how to solve the problem of the imbalance and mismatch between the supply of the newspaper industry as well as the demand of the audience are crucial for the newspaper industry to resolve the current predicament and achieve breakthroughs.From the macro perspective,the quality improvement at the supply side will in turn affect the demand side when the weight at supply side on the "seesaw" is increasing.Thus,the loss of market,capital,consumer groups and other factors are curbed.Through system reform,technological innovation,talent introduction,innovative service mode and other specific means,the weak newspaper industry will be injected with nutrients,which will help to rebalance the supply and demand sides of the market.From the micro perspective,to revive its supply side,a potent remedy will be the "6S Model",namely,separation,sale-modernization,sociation,simplifications,service-personalization,and survey.Among them,separation is the system guarantee;sale-modernization and sociation are the survival premise;simplification,service-personalization and survey are the specific behaviors.

关 键 词：报业 供给侧改革 新闻事业管理 

分 类 号：G215[文化科学—新闻学]