中央广播电视总台的集成经济拓展与社会成效
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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 nonaffiliated 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.
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 nonaffiliated 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.
引文
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[5]李彪.“互联网+”时代传统媒体融合转型的做点[J].编辑之友,2015(11):51-55.
[6]朱孔来.关于集成创新内涵特点及推进模式的思考[J].现代经济探讨,2008(6):41-45.
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[8]潘爱玲.合作网络范式下企业集团管理控制研究[M].北京:中国人民大学出版社,2014.
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[18]陈秀梅.双赢决策:实践领导的战略性思维[M].北京:地震出版社,2004.
[19]王孝斌,王学军.创新集群的演化机理[M].北京:科学出版社,2011.
[20]托马斯·达文波特,约翰·贝克.注意力管理[M].谢波峰,译.北京:中信出版社,2001.
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[22]赵曙光.媒介经济学[M].北京:清华大学出版社,2007.
[23]新华网.刘奇葆在中央电视台调研时强调推动媒体深度融合取得突破性进展[EB/OL].(2017-02-19)[2019-02-01]. http://www. xinhuanet. com//politics/2017-02/19.
[24]克莱·舍基.认知盈余[M].胡泳,哈丽丝,译.北京:中国人民大学出版社,2012.
[25]樊拥军.传媒集成经济研究———基于互联网时代的新视野[M].北京:人民出版社,2017.
[26]文森特·莫斯可.传播政治经济学[M].胡正荣,译.北京:华夏出版社,2000.
[2]石奇.集成经济原理与产业转移[J].中国工业经济,2004(10):5-12.
[3]陈友龙.时代赋予的新型经济———集成经济[J].成人高教学刊,2008(3):4-8.
[4]喻国明,樊拥军.集成经济:未来传媒产业的主流经济形态———试论传媒产业关联整合的价值构建[J].编辑之友,2014(4):6-9.
[5]李彪.“互联网+”时代传统媒体融合转型的做点[J].编辑之友,2015(11):51-55.
[6]朱孔来.关于集成创新内涵特点及推进模式的思考[J].现代经济探讨,2008(6):41-45.
[7]王永,刘建一,张坚.浅析规模经济、范围经济与集成经济[J].江苏商论,2004(3):117-119.
[8]潘爱玲.合作网络范式下企业集团管理控制研究[M].北京:中国人民大学出版社,2014.
[9]支庭荣,章于炎,肖斌.电视与新媒体品牌经营[M].北京:中国人民大学出版社,2007.
[10]喻国明,戴元初.数字时代的媒介融合———美国电视的竞争策略管见[J].电视研究,2007(3):71-73.
[11]新浪视频.三台深度融合接力报道上合[EB/OL].(2018-06-08)[2019-02-01]. http://video. sina. com.cn/p/news/o/doc/2018-06-08/.
[12]艾莉森·亚历山大,詹姆斯·奥厄斯,罗德·卡维思.媒介经济学:理论与实践[M].丁汉青,译.北京:中国人民大学出版社,2008.
[13]喻国明.构筑“新木桶”:媒体融合转型之路的关键[J].电视研究,2015(2):13-15.
[14]韩韩.慎海雄一个多月前集中会见的BAT,今天开始兑现了[EB/OL].(2018-04-28)[2019-02-01]. http://www. sohu. com/a/229839187_787418.
[15]央视网.慎海雄会见京东集团董事局主席兼首席执行官刘强东[EB/OL].(2018-06-22)[2019-02-01]. http://news. cctv. com/2018/06/22/.
[16]张利庠,李宝山.管理经济学[M].北京:中国人民大学出版社,2009.
[17]孙俨斌.“社会资本”视角对传媒经济研究的三个跨越[J].新闻记者,2014(2):75-80.
[18]陈秀梅.双赢决策:实践领导的战略性思维[M].北京:地震出版社,2004.
[19]王孝斌,王学军.创新集群的演化机理[M].北京:科学出版社,2011.
[20]托马斯·达文波特,约翰·贝克.注意力管理[M].谢波峰,译.北京:中信出版社,2001.
[21]孙光海,陈立生.传媒博弈论[M].北京:三联书店,2008.
[22]赵曙光.媒介经济学[M].北京:清华大学出版社,2007.
[23]新华网.刘奇葆在中央电视台调研时强调推动媒体深度融合取得突破性进展[EB/OL].(2017-02-19)[2019-02-01]. http://www. xinhuanet. com//politics/2017-02/19.
[24]克莱·舍基.认知盈余[M].胡泳,哈丽丝,译.北京:中国人民大学出版社,2012.
[25]樊拥军.传媒集成经济研究———基于互联网时代的新视野[M].北京:人民出版社,2017.
[26]文森特·莫斯可.传播政治经济学[M].胡正荣,译.北京:华夏出版社,2000.