媒介融合下我国报业新媒体市场结构分析

On the China’s newspaper new media market structure from the perspective of media convergence

在以互联网为核心的新一轮“传播革命”中,媒介融合成为解读近年来报业变革实践的“关键词”,传统报业市场结构持续失衡,各级报纸积极投身新媒体转型。以报业新媒体产品为主的竞争性市场上,央级报纸竞争力、市场份额远超其他报纸;在报纸面对的“融合型新媒体”市场上,以民营新媒体产品为代表的互联网竞争者难破的进入壁垒、鲜明的媒介特性、成熟的产业模式等对报业造成冲击,其竞争者数量、市场份额、竞争程度具有极大优势。同时,叠压央级报业新媒体和互联网竞争者“两座大山”,地方报业新媒体破局困难。为此,以边界、业态、规模、身份“四个拓展”为中心,可以助推报业新媒体转型,缓和媒介生态。

In the new round of“communication revolution”centered on the Internet,media integration has become a“keyword”to interpret the reform practice of the newspaper industry in recent years.The traditional newspaper market structure continues to be unbalanced,and newspapers at all levels are actively involved in the transformation of new media.In a competitive market dominated by new media products,the competitiveness and market share of central-level newspapers far exceed those of other newspapers,and the newspaper industry’s own new media market structure is unbalanced.In the“convergent new media”market that newspapers face,the difficult entry barriers,distinctive media characteristics,and mature industry models of Internet competitors represented by private new media products have impacted the newspaper industry.The number of competitors,market shares,and degree of competition have great advantages,causing the newspaper industry to become a new player.The market structure of media products is unbalanced.At the same time,it is difficult for the new media of the local newspaper industry to break the situation with the overlapping of the“two mountains”of the new media of the central newspaper industry and the Internet competitors.To this end,the author focuses on the“four expansions”of boundaries,formats,scale,and identity to promote the transformation of new media in the newspaper industry and ease the media ecology.