融媒体时代传媒产业大数据运营路径选择

在当前的媒体融合背景下,大数据以不同的路径渗透到传媒产业运营中。传媒企业大数据应用呈现出较为复杂的选择,在基础数据平台、运营管理平台上,传媒企业更多呈现出被动响应的特点。受政策导向作用的影响,传媒产业在内容生产平台上打造大数据中央厨房项目中呈现出积极一面,在舆情等变现快、产业培育成本低的大数据项目上普遍布局,而在基础性投入大、见效慢的底层数据库构建以及相关应用开发上呈现明显滞后现象。本文试图通过对代表性传媒企业的定性与定量分析提出传媒企业在媒体融合背景下大数据发展策略,为我国传媒企业提高内容传播力、产业运营力、公共服务能力提供参考。

In the context of current media convergence, big data has been integrated into the operation of media industry with many different paths. What kinds of big data applications should be appropriately used is a more complex question to media enterprises which normally show passive responses to the applications of basic data platform and operation management platform. Affected by policy guidance, the media industry performs its upside in the project of ＂building up a big data central kitchen＂ at the content production platform with wide layouts on the big data projects on the traits of fast changing of public voices and low cost of industry fostering. However, it lags obviously in the construction of the basic big-input and sloweffect underlying database, and the development of related applications. This article attempts to give a new big data development strategy through the qualitative and quantitative analyses of the representative media companies under the background of media convergence, providing the reference for China domestic media companies to improve the media content dissemination, industry operation and the public services.