国内报业数字化发展态势探讨

On the Development of Newspapering Digitalnization in China

国内报业信息化始于激光照排技术的采用和新闻综合网络处理系统的开发,后经历了创建报社新闻网站对媒体信息资源的整合,推出报纸电子版,生产电子纸张,出版电子报,开发手机报,建立互动多媒体等等,为报业数字化转型提供了物质技术条件;数字报业与传统报业在出版介质,显示与阅读方式,传播与发行网络等方面有很大的差异,报业数字化转型不仅在物质技术层面,更重要在办报的思维方式和行为方式,转型的目的是塑造新的业态形式及其行业边界。目前报业数字化转型存在对新的媒体缺少整体规划,内容原创性不够,没有形成市场竞争的核心能力等难题,要破解这些难题就必须树立能完全适应报业数字化转型的新理念,重新定位传媒和受众之间的关系,在内容的原创性上下功夫,改变旧的营销模式,掌握数字报业产业规律,建立新的组织架构和管理体制,打破行业垄断和封锁,使各种市场要素充分流动起来。

The national newspapering informationization started with applying the laser-typasetted technology and developing the netnews management system, and then adopted the following steps： founding news web-station, putting out electronic press, developing mobile telephone paper, and setting up multimedia to exchange. All of these provide a technological base for the newspapering＇s digital transfer. The digita newspapering differs from the traditional newspapering in many aspects. This transfer embodies not only in the technology, but also in the thought for running a newspaper. Its objective is to figure out the new industry and its boundary. These days, there are many restricts for the digital newspapaering transfer such as the defect of programming and first-hand information. To overcome these difficulties, we must set up new ideal, and renewed the relationship between mediums and readers, and change the marketing model, and break out the industry monopoly.