新媒体视阈下日本报业运营审视

On the Operation of Japanese Newspaper Industry from the Angle of the Growing of the New Media

新媒体环境下,报业生存与运营格局发生了重大转型。透视日本报业发展历程和运营模式,可以发现,多元化营销、渗透型拓展、跨媒体联姻成为日本报业顺应媒体潮流的主要策略,这也为媒体多元竞争态势下的全球报业,提供了可供借鉴的参照。

In the environment of new media ,there is a huge transformation for the surviving and marketing of the newspaper industry. Given a deep thought to the developing road and operation Japanese newspaper industry, we would see that diversified marketing infiltrative ,expanding and crossrnedia cooperation are the main strategies for it to follow the time.This also can be a good study case for the global newspaper industry in the environment of multipolar competing.