论文总字数：16831字

摘 要

随着互联网技术的快速发展，中国报业正遭遇体制陈旧、管理模式不成熟、人才匮乏、经营业绩下滑等方面的诸多挑战，纸媒行业都认为传统报纸向下转折发展，传统报业进行战略转型是大势所趋。南方报业传媒集团一直在中国报业行业中有着较深的影响力，通过个案分析，深入研究南方报业在全媒体时代的转型背景，主要包括实施的转型战略以及取得的成效，从而总结出适合中国国情的传统报业转型路径：管理创新；坚持内容与信息服务并重；借力资本，打造多元产业链；与新媒体合作发展，增强媒体综合实力；培养全能型报业人才。

关键词：南方报业 全媒体 传统报业 战略转型

Study on the Strategic Transformation of the Traditional Newspaper Industry in the All-media Era——Taking the Southern Press Group as an Example

Abstract

With the rapid development of Internet technology, China’s newspaper industry is facing many challenges in terms of outdated systems, immature management models, lack of talent, and the declining of incomes. The paper media industry believes that traditional newspapers are turning downward and the traditional newspaper industry have to make strategic transformation. It is the trend of the times. China Southern Media Group has always had a deep influence in China's newspaper industry. Through case studies, it has conducted in-depth research on the background, implementation transformation strategies, and achievements of the Southern Newspapers in the all-media era. Then summed up the traditional newspaper transformation path suitable for China's national conditions: management innovation; adhere to the same content and information services; leveraging capital to build a diversified industrial chain; cooperation with new media to develop and enhance the media's overall strength; cultivate versatile newspaper talent.

Keywords: Southern Press；All Media；Traditional Newspaper；Strategic Transformation

目 录

摘要…………………………………………………………………………………I

ABSTRACT………………………………………………………………………II

第一章 引言………………………………………………………………………1

1.1研究背景和意义……………………………………………………………1

1.2文献综述……………………………………………………………………1

1.2.1传统报业转型背景……………………………………………………1

1.2.2传统报业转型路径……………………………………………………2

1.3研究内容……………………………………………………………………2

第二章 传统报业发展现状和转型障碍……………………………………4

2.1报业发展现状………………………………………………………………4

2.1.1传统报业的优势分析…………………………………………………4

2.1.2传统报业目前遭遇的挑战……………………………………………4

2.2传统报业的转型障碍………………………………………………………6

2.2.1体制机制陈旧…………………………………………………………6

2.2.2盈利模式单一…………………………………………………………6

2.2.3管理模式不成熟………………………………………………………7

2.2.4全能型新闻人才匮乏…………………………………………………7

第三章 南方报业的成功转型………………………………………………8

3.1南方报业转型背景…………………………………………………………8

3.1.1广告收入加速下滑……………………………………………………8

3.1.2媒体产品融合过于依赖新媒体平台…………………………………8

3.1.3缺乏融合出版人才……………………………………………………9

3.2南方报业转型实践…………………………………………………………9

3.2.1 多元经营 ……………………………………………………………9

3.2.2 转型和融合发展……………………………………………………10

3.2.3 培养高素质新闻人才………………………………………………11

3.2.4 深耕主业……………………………………………………………11

3.3南方报业取得的成效……………………………………………………12

3.3.1经营压力减小………………………………………………………12

3.3.2品牌价值提升………………………………………………………12

3.3.3人员结构渐趋稳定…………………………………………………12

3.3.4新闻采编水准提升…………………………………………………13

第四章 传统报业转型路径分析……………………………………………14

4.1管理创新…………………………………………………………………14

4.2坚持内容和信息服务并重………………………………………………14

4.3借力资本，打造多元产业链……………………………………………15

4.4与新媒体合作发展，增强媒体综合实力………………………………16

4.5培养全能型报业人才……………………………………………………16

结语………………………………………………………………………………17

参考文献…………………………………………………………………………18

第一章 引言

1.1研究背景和意义

请支付后下载全文，论文总字数：16831字