从生态环境视角探析湖南广电的市场运作

Analysis on Market Operation of Hunan Radio and TV from Perspective of Ecological Environment

将湖南广电的市场运作置于生态学的生态环境视角之下进行考察和分析可以发现:在制度生态因子方面,需要通过制播分离改革恢复广电生态系统中各归其位、各司其职的正常结构;在经济生态因子方面,需要减轻"食物链"中对广告的依赖,在产业链中丰富盈利模式;在文化生态因子方面,需要加大文化输出步伐,维护广电生态系统的动态平衡;在技术生态因子方面,需要跨媒介发展,实现与新媒介的互动融合、协同进化。

From perspective of ecological environment, it can be found that the market operation of Hunan Radio and TV should do the followings ： in factors of eco - system, it should be recovered into its normal structure by separating production from broadcasting; in the factors of economic ecology, it should reduce its reliance on advertising and enrich its profit model; in the factors of cultural ecology, it should increase the pace of cultural output and maintain the dynamic balance of ecosystems of radio and TV; in the factors of technology ecology, it needs cross - media development and realizes integration and co -evolution with new media.