摘要
降低成本、扩大市场和增加收益是传统媒体媒介融合持续推进的前提条件,事实上由于规模效益和范围经济不足导致传统媒体在媒介融合过程中产品边际成本上升、沉没成本增大、市场开拓乏力和收益增长受限。传媒管理体制改革只有打破条块分割、扩大整体资本容量,并把非规则化的意识形态诉求转变为文化安全基础上的规范法制诉求,才能解放经营管理者的创新能力,才能从根本上突破传统媒体媒介融合中成本、市场和收益的困境。
Reducing costs, expanding markets and increasing profits are the prerequisites for promoting the conver gence of traditional media. In fact, because of lacking scale and scope economies effect, marginal cost rises, sunk cost increases, market expansion weakens and profits growth are limited in the convergence of traditional media. Media management reform needs to break segmentation of trap and block, expand the overall capital capacity and transform the nonstandardized ideological appeal into standard legal appeal based on cultural safety. Only in this way can it liberate innovative ability of managers and solve the problems with marginal costs, markets and profits in the convergence of traditional media fundamentally.
出处
《编辑之友》
CSSCI
北大核心
2015年第1期15-19,共5页
Editorial Friend
关键词
传统媒体
媒介融合
成本
市场
traditional media
media convergence
cost
market
