我国报业集团跨媒体经营研究

报业跨媒体经营是指报业企业为了充分利用自身的资源,开发并涉足其他诸如图书、杂志、广播电视、网络等媒体市场。随着我国报业集团化进程的快速发展,报业集团跨媒体经营的步伐也在加快。跨媒体经营既可以通过单体繁殖实现,也可以通过资本运作实现,但无论哪种方式都不能理所当然地被认为,跨媒体经营是传统媒体实现可持续发展的万金油。文章利用经济学原理分析了我国报业集团跨媒体经营的动因以及目前报业集团跨媒体经营存在的问题,并提出了针对性的政策建议。

On Cross-Media Management of Newspapering Groups in China

The cross-media management of newspapering refers to that newspapering enterprises expand their business to such media markets as of books,magazine,TV and internet by utilizing their possessed resources. As grouping processes of newspapering become faster and faster,newspapering groups speed up their cross-media management steps. Cross-media management can be realized either through self-development or through capital operation. However,this does not mean that cross-media management is the panacea for the c...