论媒体竞争力评价的研究范式

Media Competitiveness Evaluation Research Paradigm

随着媒介市场竞争的日趋激烈,正确分析竞争环境和评估竞争能力成为媒体战略管理的重要议题。现有的评价体系不足以反映媒体内在和潜在的竞争优势,因此媒体竞争力评价的问题逐渐受到关注。但是,作为一个年轻的领域,更加需要建立一套科学严谨的规范来把目前散落在管理学、传播学领域的学者团结起来,围绕核心问题协同探索。本文着眼研究对象的特殊性,致力于构建一个包括学科定位、基本概念、理论基础、方法体系和分析框架的研究范式,供学者参考。

With the more and more intense competition of media market, the correct analysis of the competitive environment and evaluations of the competitiveness become the important issues of management of media strategy. The existing evaluation system is not sufficient to react to the internal and potential competitive advan tages of medias. Therefore, the problem of evaluating media competitiveness has been kept gradually a watch eye. But as a new field, it＇ s more necessary to set up a scientific and precise standard to unite scholars which is researching in management science and communication science, and to explore core problems. This paper has special characteristics of research object in mind and tries to build a research form for scholars including disciplinary position, basic concept, theoretical basis, methodology and analytical framework.