新媒体企业台网融合模式及其绩效评价研究  

Research on the TV Station-network Integration Model and Performance Evaluation of new media enterprises

作　　者：李玲[1] 欧阳山雨 于翔宇 Li Ling;OuYang Shanyu;Yu Xiangyu

机构地区：[1]中央财经大学会计学院 [2]北京印刷学院

出　　处：《管理会计研究》2023年第5期52-64,共13页MANAGEMENT ACCOUNTING STUDIES

基　　金：国家社会科学基金一般项目(项目编号20BXW025)。

摘　　要：在媒体新技术的推动下,媒体融合成为媒体行业新的发展趋势,台网融合模式便是推进媒体融合的手段之一。在此背景下,F电视台通过其旗下电视频道A卫视与其旗下新媒体企业G公司的深度合作,在台网融合模式方面做出有益的探索,并取得了良好的业绩效果。基于实地调研方法获取的数据,运用绩效棱柱模型对G公司台网融合模式的绩效后果进行了综合全面的评价,得出如下结论:(1) G公司与A卫视通过台网融合模式的互补互助、资源共享,构建了“台主导网”“网反哺台”“台网平衡”的双平台一体共生的模式,形成了以双平台为核心的产业生态圈内部生产闭环,取得了良好的协同发展效应;(2) G公司台网融合模式的绩效棱柱模型的评价结果显示,用户维度的总体绩效水平较高,尤其是用户粘度和忠诚度较好;投资者、员工、供应商、用户、政府及监管方的整体绩效评价也较好。上述结论可以为新媒体企业融合发展提供有益参考和经验借鉴。Driven by new media technologies,media convergence has become a new development trend in the media industry.The TV Station-network Integration model is one of the means to promote media convergence.In this context,F TV Station has made useful explorations in the TV Station-network Integration model through the in-depth cooperation between its TV channel-A Satellite TV and its affiliated new media enterprise-G Corporation,and has achieved good results.Based on the field survey data,through the in-depth study on the TV Station-network Integration model,the Performance Prism Model is used to comprehensively evaluate its performance consequences.The following conclusions are drawn:(1)Through the complementary mutual assistance and resource sharing with A Satellite TV,G Corporation's TV Station-network Integration model has built a"station leads network","network feeds back station"and"station-network balanced-development"model of"one symbiosis of the two platforms,forming a closed loop of production within the industrial ecosystem with the two platforms as the core,and achieving a good synergistic development effect.(2)The evaluation results of the Performance Prism Model of TV Station-network Integration model of G Corporation show that:the overall performance level of the user dimension is high,especially the user's viscosity and loyalty are better;the overall performance evaluation of the investors,employees,suppliers,government and regulators are good as well.The above conclusions can provide useful reference and experience for the media integration development of new media enterprises.

关 键 词：台网融合 绩效评价 绩效棱柱模型 利益相关者 

分 类 号：G206-F[文化科学—传播学]