中国媒体融合传播渠道管理与绩效关系研究——基于结构方程模型的视角

A Study of the Relationship Between the Transmission Channel Management and the Performance in the Chinese Media Convergence:A Perspective of Structural Equation Model

媒体传播渠道管理成功与否关系到媒体绩效的好坏。基于媒体经济学等相关理论,阐明了中国媒体融合传播渠道管理与媒体绩效之间的深层次联系,并在结构方程模型的辅助下搭建了中国媒体传播渠道管理与绩效影响因素的模型,结合问卷调查研究,剖析各影响因素之间的相互关系和内在机理,结果显示在多个因素中技术因素对媒体传播渠道管理企业绩效发展水平的影响最大,政策、受众、选择和环境因素紧随其后。研究结果将对我国媒体传播渠道管理的快速发展和媒体绩效的提升起到重要的参考作用。

The success of media communication channel management is related to the quality of media performance.According to the media economics and other relevant theories,this paper illustrates the deep links between the transmission channel management and the media performance in the Chinese media convergence.With the assistance of structural equation model,a model is built to display the transmission channel management and performance influence factors for the Chinese media.The questionnaire is also adopted to analyze the relationship and internal mechanism among various influencing factors.As shown in the results,the technical factor,among the multiple factors,has the greatest effect on the level of performance development for the enterprise of media communication channel management,which is followed subsequently by the policy,the audience,the selection and environmental factors.The findings are expected to shed light on the rapid development of media communication channel management and the improvement of media performance in China.