媒体运营的“五步方法论”——以重庆报业为例

Five Steps in Media Operation: A Case Study of Chongqing Newspaper Industry

媒体的成功在很大程度上是认清媒体内在特征并遵循媒体运营规律。那么,媒体的失败就是没有找准正确方向和方法,既没有做"正确的事",也没有"正确地做事",致使媒体缺乏一以贯之的发展方向、运营理念以及切实有效的成功方法和成功路径。文章以重庆报业为例加以分析,力图构建一个具有普遍价值的方法论体系,给媒体运营者以启迪。

Media＇s success should be attributed to a clear recognition of the media＇s character and operating rules. Therefore their failure is attributed to incorrect direction and methods. That is to say wrong things are done improperly. Media don＇t have persistent direction, operating idea and feasible methods. This essay takes Chongqing newspaper industry as an example to build a general thinking mode.