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论文编号：	13639
作者编号：	2320200548
上传时间：	2022/12/5 14:08:49
中文题目：	资源基础观视角下光明日报与光明网融媒体战略转型研究
英文题目：	A Study on the Strategic Transformation of the Melted Media of Guangming Daily and GMW.cn Based on Resource-Based View
指导老师：	崔连广
中文关键字：	光明日报；光明网；资源基础观；战略转型；融媒体。
英文关键字：	Guangming Daily; GMW.cn; Resource-based View; Strategy Transformation; Melted Media.
中文摘要：	摘要 随着技术的快速发展，传统的媒体生存环境和状态产生了巨大变化，媒体的传播方式和组织模式也受到前所未有的考验，开始寻求转型的出路。在不断变化的复杂多变的全媒体大环境中，传统媒体的信息传播和媒体经营模式已不能适应新媒体行业发展的需要，媒体资源浪费、传播效率低下等一系列问题日益突出，因此，传统媒体的转型之路迫在眉睫。目前，以融媒体战略发展进行战略转型已经成为我国传统媒体的主要传略转型方式，也在此背景下探讨光明日报与光明网的融媒体战略转型之路。本文以资源基础观作为理论支撑，运用文献分析、访谈等研究方法，分析光明日报和光明网实施的融媒体战略的发展情况以及转型要求，以期对传统媒体的战略转型提供一定的借鉴。 论文首先对相关文献进行梳理。通过分析国外和国内学者的相关研究，对资源基础理论的产生和发展进行梳理，包括资源动态理论、资源行动观、资源拼凑理论以及生命周期的资源判断等。文章对战略转型的文献进行梳理，确定战略转型的概念以及分析媒体行业战略转型的相关研究。对融媒体的发展进行梳理，从理论和具体实践的角度进行了介绍，在文献分析和梳理的基础上，结合光明日报与光明网在融媒体领域的相关研究和实际操作情况，提出融媒体的概念。 在文献研究的基础上，对于光明日报和光明网的融媒体战略情况进行分析，包括第三章的外部环境分析与第四章对内部情况进行分析。在有关外部环境的分析中，运用PEST方法分析光明日报与光明网战略转型的宏观环境，包括宏不断完善的宏观政策不断引导传统媒体进行融媒体发展、我国媒体经济的发展的壮大、社会消费环境变化使得用户关注度和盈利状态的改变以及5G、人工智能等新媒体技术的发展情况，从政策、经济、社会和技术角度的分析发现宏观环境对于传统媒体发展融媒体战略有着推动作用。同时，论文还分析媒体行业的发展情况，包括分析传统媒体盈利模式的变化、广告收入的变化以及互联网媒体相关数据变化，并特别分析是党报行业的发展情况，发现党报在融媒体发展中也十分注意平台建设、渠道建设和提供服务的三种形式，并结合具体情况分析党报媒体发展融媒体战略的优势和劣势。在对光明日报和冠名王的内部情况分析中，论文首先介绍了光明日报与光明网的融媒体战略背景和现状分析；其次，介绍了光明日报与光明网发展融媒体前期的探索情况，从媒体互动阶段、全媒体阶段和融媒体的初级阶段三个阶段描述光明日报和光明网的战略发展情况；分析现阶段光明日报与光明网发展融媒体策略遇到困境，包括用户群体不稳定、产品竞争性差以及缺少新兴的新闻的生产机制；最后根据外部的环境分析以及内部情况发展状态，论文运用SWOT分析方法，分析明日报与光明网的的优势、劣势、机会和威胁，并提出光明日报与光明网的融媒体发展差异化战略。 在确定了光明日报与光明网的差异化的融媒体战略就是战略转型的重点后，文章运用资源基础理论，结合环境、资源和能力三者之间的关系，对光明日报与光明网的融媒体战略资源进行分析。通过访谈的方式对光明日报与光明网的管理人员进行访谈，根据VRIN这以资源基础观的分析框架，寻找可以实现差异化战略的竞争性资源，分析发现光明日报和光明网在人才、技术和渠道这三方面都拥有独特的核心资源，可以有效地帮助在组织进行融媒体战略转型。分析拥有资源的同时，论文还分析光明日报与光明网在进行融媒体战略实施中所能够运用资源的相关能力，包括构建技术平台、进行技术引进和创新的技术整合能力；构建统一的信息策划、建立素材采集中心、设立中心总稿库并全方位的信息发布的新闻生成机制；以及扁平化、弹性化的组织架构和采编和经营两分开的经营规范的灵活弹性的组织管理体系。光明日报与光明网所拥有的资源和能力都意味着差异化的融媒体战略的实施成为可能。 在对资源分析的基础上，为了后续光明日报和光明网的融媒体战略转型的顺利实施，论文确定光明日报与光明网的融媒体战略转型方向。确定光明日报和光明网实施差异化的融媒体战略转型的层次，从宏观定位、战略转型、和组织层面分别对融媒体的差异化发展提出要求。同时，确定了差异化的战略转型的实施的目标，包括保障光明日报和光明网的核心竞争力，实现融媒体业务的转型和完善融媒体战略的管理转型的三个目标。最后根据目标确定光明日报和光明网的融媒体战略转型的具体实施内容。包括：注重人才资源，构建人才激励机制，充分调动员工积极性；实现光明日报与光明网的业务升级；要以组织高效的状态为目标，建立动态管理和运行体系。 在文章的最后，总结文章的内容、归纳了论文研究框架以及研究结论，并对融媒体战略发展的展望：首先，融媒体的发展将会从最初的技术层面上的融合实现媒体行业的全方位革命，并实现空前的产业融合状态；其次，平台的媒介功能将会得到极大的发挥，实现全方位信息渠道的传播；再次，融媒体人才的竞争优势会得到极大的提高，也对融媒体新闻从业人员产生了很大的新的挑战；最后，传统媒体通过融媒体战略的实施，将使得增值服务得以有效的展开，使得媒体除了提供内容之外，还可以提供丰富的相关产品生产经验和技术能力，并提供技术和服务支持，实现盈利转变的同时，推动战略的转型升级。 关键词：光明日报；光明网；资源基础观；战略转型；融媒体。
英文摘要：	Abstract With the rapid development of technology, the traditional media living environment and state have undergone tremendous changes, and the media communication mode and organizational model have also been tested unprecedentedly, and began to seek a way out of transformation. In the ever changing complex and ever-changing all media environment, the information dissemination and media business model of traditional media can no longer meet the needs of the development of the new media industry. A series of problems, such as waste of media resources and low communication efficiency, have become increasingly prominent. Therefore, the transformation of traditional media is imminent. At present, the strategic transformation based on the strategic development of financial media has become the main way of the strategic transformation of traditional media in China. In this context, the paper also discusses the strategic transformation of financial media of Guangming Daily and GMW.cn. With the resource-based view as the theoretical support, this paper uses literature analysis, interviews and other research methods to analyze the development and transformation requirements of the financing media strategy implemented by Guangming Daily and GMW.cn, hoping to provide some reference for the strategic transformation of traditional media. Firstly, the paper combs the relevant literature. Through the analysis of the relevant research of foreign and domestic scholars, the paper combs the emergence and development of resource-based theory, including resource dynamic theory, resource action view, resource patching theory and resource judgment of life cycle. This paper combs the literature on strategic transformation, determines the concept of strategic transformation and analyzes the relevant research on strategic transformation of the media industry. It combed the development of financial media, introduced it from the perspective of theory and specific practice, and put forward the concept of financial media on the basis of literature analysis and combing, combined with the relevant research and actual operation of Guangming Daily and GMW.cn in the field of financial media. On the basis of literature research, the financial media strategy of Guangming Daily and GMW.cn is analyzed, including the external environment analysis in Chapter 3 and the internal situation analysis in Chapter 4. In the analysis of the external environment, PEST method is used to analyze the macro environment of the strategic transformation of Guangming Daily and GMW.cn, including macro policies that are constantly improving to guide the development of traditional media, the growth of China's media economy, the changes in the social consumption environment that make users' attention and profit status change, and the development of new media technologies such as 5G and AI From the perspective of society and technology, it is found that the macro environment plays an important role in promoting the development of traditional media. At the same time, the paper also analyzes the development of the media industry, including changes in the profit model of traditional media, changes in advertising revenue and changes in Internet media related data, and especially the development of the party newspaper industry. It is found that the party newspaper also pays great attention to platform construction, channel construction and service provision in the development of financial media, It also analyzes the advantages and disadvantages of the development of financial media strategy of the party newspaper media. In the analysis of the internal situation of Guangming Daily and Wang Mingming, the paper first introduces the financial media strategic background and current situation analysis of Guangming Daily and GMW.cn; Secondly, it introduces the exploration of Guangming Daily and GMW.cn in the early stage of developing financial media, and describes the strategic development of Guangming Daily and GMW.cn from three stages: media interaction stage, all media stage and the primary stage of financial media; Analyze the difficulties that Guangming Daily and GMW.cn are facing in the development of media financing strategies at this stage, including unstable user groups, poor product competitiveness and lack of emerging news production mechanism; Finally, according to the external environment analysis and the internal situation development status, the paper uses SWOT analysis method to analyze the advantages, disadvantages, opportunities and threats of Tomorrow Daily and GMW.cn, and puts forward the differentiation strategy of the financial media development of Guangming Daily and GMW.cn. After determining that the differentiated financial media strategy of Guangming Daily and GMW.cn is the key point of strategic transformation, the paper analyzes the financial media strategic resources of Guangming Daily and GMW.cn by using the resource-based theory and combining the relationship among environment, resources and capabilities. Interviews were conducted with the managers of Guangming Daily and GMW.cn through interviews. According to VRIN, an analytical framework based on the resource-based view, we searched for competitive resources that can realize the differentiation strategy. Through analysis, we found that Guangming Daily and GMW.cn have unique core resources in talent, technology and channels, which can effectively help the organization carry out the strategic transformation of financial media. While analyzing the resources, the paper also analyzes the relevant capabilities of Guangming Daily and GMW.cn in implementing the media financing strategy, including the ability to build a technology platform, introduce and innovate technologies; The news generation mechanism of building a unified information planning, establishing a material collection center, setting up a central master manuscript library and all-round information release; As well as a flat and flexible organizational structure and a flexible and flexible organizational management system that separates acquisition and compilation from operation. The resources and capabilities of Guangming Daily and GMW.cn mean that the implementation of differentiated media integration strategy is possible. On the basis of resource analysis, in order to follow up the smooth implementation of the financial media strategic transformation of Guangming Daily and GMW.cn, the paper determines the direction of the financial media strategic transformation of Guangming Daily and GMW.cn. Determine the level of differentiated financial media strategic transformation implemented by Guangming Daily and GMW.cn, and put forward requirements for differentiated development of financial media from the macro positioning, strategic transformation and organizational level. At the same time, the implementation goals of differentiated strategic transformation were determined, including three goals of ensuring the core competitiveness of Guangming Daily and GMW.cn, realizing the transformation of financial media business and improving the management transformation of financial media strategy. Finally, the specific implementation contents of the financial media strategic transformation of Guangming Daily and GMW.cn are determined according to the objectives. Including: pay attention to talent resources, build talent incentive mechanism, and fully mobilize the enthusiasm of employees; Realize the business upgrading of Guangming Daily and GMW.cn; A dynamic management and operation system should be established with the goal of an efficient organization. At the end of the article, it summarizes the content of the article, summarizes the research framework and research conclusions of the paper, and looks forward to the development of financial media strategy: first, the development of financial media will achieve an all-round revolution in the media industry from the initial technical level, and achieve an unprecedented state of industrial integration; Secondly, the media function of the platform will be given full play to realize the dissemination of all-round information channels; Thirdly, the competitive advantage of financial media talents will be greatly improved, which also poses great new challenges to financial media news practitioners; Finally, through the implementation of the media financing strategy, the traditional media will enable the effective development of value-added services, so that in addition to providing content, the media can also provide rich experience in the production of related products and technical capabilities, and provide technical and service support to achieve profitable transformation and promote strategic transformation and upgrading. Key Words: Guangming Daily; GMW.cn; Resource-based View; Strategy Transformation; Melted Media.
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