报业转型的内容战略解构

Content and Strategy of Newspaper Transformation

报业转型的根本在于知识生产者的角色定位和职责坚守,在于"四力"的恢复和提升。然而,媒体融合发展背景之下的报业内容生产转型,普遍存在主体认知的模糊性、路径选择的盲目性和效果评估的自娱性等问题,其根本原因在于战略管理缺位。形神兼得融合发展要义的报业内容转型,离不开高度自觉的战略解构,包括战略属性的重新认识、竞争模型的构建与因素分析、锚定分众方向的具体战略选择和战略实施的风险管理。

The essence of newspaper transformation lies in the role and responsibility definition of knowledge producers, and in the recovery and promotion of "four forces". However,to the background of the development of media convergence,the transformation of content production in the newspaper industry has encountered some problems, such as the ambiguous subject cognition,arbitrary path selection and the self-entertaining outcome evaluation. The fundamental reason lies in the absence of strategy management. The content transformation of newspaper industry which combines both format and spirit needs a proactive strategy deconstruction,which includes the rediscovery of strategic attributes, construction and analysis of competition model, strategic choice targeting specific audience and risk management of strategic implementation.