迈向无边界市场:全媒体技术环境下中国传媒集团成长路径创新研究——以上海报业集团为例  

Towards a Borderless Market:Research on the Growth Path Innovation of Chinese Media Groups in the Environment of the Omnimedia Platform Technology:Take Shanghai Newspaper Group as an Example

作　　者：朱春阳[1] 邓又溪 ZHU Chun-yang;DENG You-xi(School of Journalism,Fudan University,Shanghai 200433,China)

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《山西大学学报（哲学社会科学版）》2021年第6期45-59,共15页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家社会科学基金重大项目“中国文化走出去‘提质增效’研究”(17ZD06);中宣部“文化名家暨四个一批”人才项目;复旦大学上海新媒体中心招标项目与复旦大学新闻学院高峰学科支持项目。

摘　　要：媒介融合消解了中国传媒集团传统成长优势赖以达成的区域与行业垄断边界,传媒业被迫面对一个无边界的市场空间。在全媒体技术主导的新市场环境下,唯有竞争与合作才是传媒集团成长路径的可能性选择。文章重点关注新环境下中国传媒集团成长路径变迁,结合上海报业集团的经验,尝试以“颠覆式创新”的分析框架来对照剖析中国传媒集团在全媒体技术环境下的成长路径、创新经验与得失,以区别于之前对以强化区域与行业垄断为主要路径的传媒集团传统成长路径的讨论。上报集团的全媒体传播体系的建设经验表明,在一个无边界的市场空间中,鼓励竞争与合作、资源聚合于竞争性市场空间、以无边界组织为转型目标、以全媒体传播体系为成长方向,是当前产业与技术环境下中国传媒集团获得创新成长的基本方向。而开放性和社交可供性是当前中国传媒集团全媒体传播体系建设的薄弱环节,并在此基础上探讨了全媒体平台创新激励机制的可能性方向。Media convergence has eliminated the regional and industrial monopoly boundaries on which the growth advantages of Chinese media groups depend,and the media industry is forced to face a borderless market space.In the new market environment dominated by omnimedia platform technology,only competition and cooperation are the possible option for the growth of media groups.This paper focuses on the growth path changes of Chinese media groups in the new environment in combination with the case experience of Shanghai Newspaper Group,and tries to analyze the growth path innovation experience and the gains and losses of Chinese media groups in the environment of omnimedia platform technology with the analytical framework of“disruptive innovation”.It is different from the previous discussion on the traditional growth mode of media groups with strengthening regional and industrial monopoly as the main path.The construction experience of the omnimedia communication system of media groups shows that in a borderless market space,encouraging competition and cooperation,aggregating resources in a competitive market space,taking borderless organization as the transformation goal,and taking omnimedia communication system as the growth direction are the basic directions for Chinese media groups to achieve innovation and growth in the current industrial and technological environment;At the same time,it is found that openness and social availability are the weak links in the construction of omnimedia communication system of media groups,and the possible innovation direction of omnimedia platform innovation incentive mechanism is put forward.

关 键 词：无边界市场 全媒体平台技术 中国传媒集团 发展路径 上海报业集团 

分 类 号：G210[文化科学—新闻学]