内循环与本地化:我国县级融媒体中心的经营路径探析

Internal Circulation and Localization:An Analysis of the Operation Path of Countylevel Integrated Media Centers in China

我国始于2018年的县级融媒体工程如今已经完成了前期的挂牌建设,进入深度融合与长期运营的“下半场”。作为支撑中心有效运行的经营板块,对县级融媒体中心的重要性不言而喻。本文基于4年来的融媒体中心经营实践,归纳了“内循环”和“本地化”两大经营路径,并分析了其“空间锁定”和“偏离主业”等隐含风险,提出应从制度入手加快体制与机制建设,为县级融媒体中心经营实践“举旗定纲”,为各地融媒体中心经营活动划定合法性边界的同时,激活其向市场增量空间的探索创新活力,为县级融媒体中心的健康发展提供持续动力。

China’s county-level media convergence project,which started in 2018,has now entered the "second half" of deep integration and long-term operation. For the county-level integrated media centers,the importance of the business sector as a support for the effective operation of the center is self-evident. Based on the business practice of the county-level integrated media centers in the past four years,this article summarizes two operation paths of "internal circulation" and "localization",and analyzes the hidden risks of "spatial locking" and "deviation from the main". The author proposes that mechanism building shall go first. It defines the rules and outlines of the operation of the media centers. It also unleashes the vitality in the market and provide sustainable momentum for the healthy development of county-level integrated media centers.