摘要
从价值创新理论视角来看,传媒融合转型属于商业模式的创新,即从基于线性价值链的商业模式向基于价值网络的新的商业模式的转变。当前传媒融合转型主要有内容驱动模式、渠道驱动模式、"内容+渠道"双驱动模式和媒体内部创新创业四种。目前尚缺乏对传媒融合转型作为商业模式创新的研究,文章运用价值创新理论、传播政治经济学理论,结合政治、经济、技术和社会文化等维度,从商业模式创新之基本理念、实现途径、顾客价值、盈利方式四个层面,对当前传媒融合转型四种模式的特点、利弊做具体而深入的分析,总结其中规律性的东西,并从中获得对传媒融合转型创新实践和理论研究有益的启示。
From the perspective of value innovation theory,the media convergence transformation belongs to the innovation of business model,namely,the transition from the business model based on linear value chain to the new business model based on value networks. There are four main modes of current media convergence transformation: content-driven model,channel-driven model,"content plus channel"driven model and media internal innovation model. Due to the lack of research into the media convergence transformation as business model innovation,this paper applies the innovation theory and the political economics theory of communication to analyze the characteristics,advantages,disadvantages and the causes of the four modes of media convergence transformation from the basic concept,the ways of realization,the customer value and the profit mode of the business model innovation. The paper also draws beneficial inspiration from the practice and theory research of media convergence transformation with combination of politics,economy,technology and social culture.
作者
钱晓文
QIAN Xiaowen(College of Humanities and Communication,Shanghai Normal University,Shanghai 200234,China)
出处
《上海师范大学学报（哲学社会科学版）》
CSSCI
北大核心
2018年第6期108-120,共13页
Journal of Shanghai Normal University(Philosophy & Social Sciences Edition)
基金
上海哲学社会科学规划课题"媒介融合时代传媒业经营模式的战略转型及路径研究"(2014BXW001)阶段性成果
关键词
传媒融合转型
价值创新
商业模式
media convergence and transformation
value innovation
business model
