媒介产业融合背景下广电媒介发展研究——基于广告资源的生态位理论分析

A Research on Development of Broadcast and Television in the Process of Industry Convergence——Based on the Analysis of Advertising Resource and Niche Theory

自网络媒介兴起,'产业融合'在我国传媒产业中展开和推进,媒介产业的融合具体体现在技术、业务、平台、市场、机构等多个方面。本文主要以生态位理论及其分析模型为理论资源和研究工具,考察2004-2015年我国广播电视媒介对广告资源的利用,梳理其在产业融合进程中的发展脉络,以及在网络媒介冲击下所面对的挑战和发展。研究发现,广电媒介自身发展的资源利用模式从'窄用型'发展为'宽用型',但对生存环境的适应能力有待加强,相互间'种群'内竞争较为激烈。面对网络媒介的'种群'间竞争经历着由和缓至激烈的过程。新的产业格局下,广电媒介对网络媒介的竞争优势已消失殆尽,需要在媒介融合的进程中加以更好地调整和适应。

Since the rising of the Internet media,'industrial convergence'has been launched and promoted in the media industry in China.The convergence of media industry is embodied in many aspects such as technology,business,platform,market,organization and so on.Using the Niche Theory and its analysis model as the theory resource and research instrument,this paper examines how the broadcast and television media make use of advertising resources through 2004 to 2015 in China,summarizes its development in the process of industrial convergence,and analyzes its challenges facing to network media.This research found that the resource utilization model of broadcast and television media has developed from'narrow type'to'wide tpye',the adaptability of broadcast and television media to its living environment needs to be strengthened.The'inside population'competition between broadcast and television media is always intense while the'outside population'competition facing the internet media is undergoing a process from moderated to intense.Under the new industrial pattern,the competitive advantage of the broadcast and television media to the Internet media has disappeared,which needs to adjust and adapt better in the process of media convergence.