全媒体传播格局下新型媒体集团产业格局与建设要义

The Industrial Pattern and Main Elements for New Media Organization Construction in the All-Media Era

全媒体传播格局呼唤着传统媒介产业结构的变革,新型媒体集团是基于我国媒介融合探索进程而产生的,是对传媒产业组织形式的最新构想。文章梳理了新型媒体集团概念的来源,探讨了在新型媒体集团建设过程中媒体公信力树立与市场化经营目标的博弈,以及新型媒体集团在股权结构、组织架构和运作方式三方面改革的难点,还讨论了新型媒体集团建立特殊管理股制度、促成媒介体制革新,及实现渠道下沉、推进基层融媒体建设的进路。

The rapid development of all-media pattern calls for the reform of media's industrial pattern.Grounded in the exploration process of media convergence in China,new media group is the latest vision of media organization.This paper reviews the conceptional framework of new media organization,discusses the game between the media credibility and the media market-oriented operation in the process of building new media group,and explores the difficulties in the reform of ownership structure,organizational structure and operation mode of new media group.This paper also explores the approaches of building special management stock structure,promoting systematic innovation and constructing the new media organization at the grass-roots level,in order to provide a practical map for the construction of new media group in China.