我国县域媒体深度融合的瓶颈及对策——以浙江省海宁市传媒中心为样本

Bottlenecks and Countermeasures of In-Depth Media Convergenceat County-Levelin China:A Case Study of Haining Media Center in Zhejiang Province

文章以浙江省海宁市传媒中心的媒体融合为样本,基于大量实地调研和人员访谈材料,分析了海宁媒体融合改革过程中遇到的问题,并通过对这些问题进行理论分析,以及综合其他案例在相似问题上的应对策略,为我国县域媒体融合下一阶段的发展提出了对策:树立服务型融媒体理念、加强传统媒体整合融合、推进新闻生产流程再造、搭建“基础+智能”融媒系统、打造多元“融媒+”盈利模式、构建UGC+PGC内容生产模式等。

Based on a large number of field investigations and interviews,this research takes the media convergence of Haining Media Center as a sample to analyzes the problems encountered in the process of media convergence reform in Haining.Through theoretical analysis of these problems and incorporating other similar cases into our investigation radar,this research proposes countermeasures for the development media convergence at county-level in China in the next stage:establishing the concept of service-oriented media,strengthening the integration and convergence of traditional media,promoting the reengineering of news production process,building a"basic+intelligent"media convergence system,creating a diversified"media+"profit model,building UGC+PGC content production model,and so on.