【正文】 t for epilogue parts. This topic research do ending sex summary, pointed out that our country media across media management should pay attention to the three items and the author in the task of subsequent sex research have expectations.Key words: Media Media economic Cross一media management Tactics目 錄第一章 引言 5 選題背景 5 跨媒介經(jīng)營(yíng)的一般性界定 6 本課題的研究方法 8第二章 跨媒介經(jīng)營(yíng)動(dòng)因的媒介經(jīng)濟(jì)學(xué)分析 9 追求規(guī)模經(jīng)濟(jì)效益、范圍經(jīng)濟(jì)效益、影響力經(jīng)濟(jì)效益最大化是其主要經(jīng)濟(jì)學(xué)動(dòng)因 9 規(guī)模經(jīng)濟(jì)效益的最大化的驅(qū)使 10 范圍經(jīng)濟(jì)效益的最大化的驅(qū)使 13 影響力經(jīng)濟(jì)效益的最大化的驅(qū)使 15第三章 我國(guó)跨媒介經(jīng)營(yíng)模式及案例的媒介經(jīng)濟(jì)學(xué)解讀 18 18 媒介自身由內(nèi)向外跨媒介資源整合模式分析——以“第一財(cái)經(jīng)”模式為例 19 媒介間相互融合的跨媒介經(jīng)營(yíng)模式分析——以分眾傳媒為例 25 以資融資方式進(jìn)行跨媒介整合的模式——以北青傳媒為例 29 北青傳媒簡(jiǎn)介及上市融資歷程 29 32第四章 我國(guó)傳媒跨媒介經(jīng)營(yíng)的戰(zhàn)略思考 35 國(guó)際傳媒集團(tuán)跨媒介經(jīng)營(yíng)的有益經(jīng)驗(yàn) 35 我國(guó)媒介經(jīng)營(yíng)應(yīng)“師夷長(zhǎng)技” 35 國(guó)際傳媒集團(tuán)經(jīng)營(yíng)現(xiàn)狀 36 世界主要的傳媒集團(tuán) 37 國(guó)外傳媒集團(tuán)跨國(guó)際化經(jīng)營(yíng)的有益啟示 40 規(guī)?；瘮U(kuò)張戰(zhàn)略——戰(zhàn)略性并購(gòu)整合是一條捷徑 41 產(chǎn)品戰(zhàn)略——駕馭好內(nèi)容、創(chuàng)意、定位“三駕馬車” 42 營(yíng)銷戰(zhàn)略——品牌價(jià)值的延伸、產(chǎn)品的宣攻勢(shì)和定價(jià)策略一個(gè)都不能少 44第五章 結(jié)語(yǔ) 47第一章 引言 選題背景“經(jīng)濟(jì)學(xué)（economics）研究的是社會(huì)如何利用稀缺的資源以生產(chǎn)有價(jià)值的商品，并將它分配給不同的人”。s living environment. Media between integrated, seepage of resources, and has formed a everywhere, intricate media information spread nets. The news spread the related research and experience tells us, a kind of any emerging media were hard to replace the original appearance of the media, because the new and old two media in its own attribute differences, old media undertake ego evolution and innovation to adapt to the development of the society, and the new media itself because of its technical advantages will be tried to integrate existing media form the major advantages for its use.So with the further development of media industry and China39。對(duì)本課題的研究做收尾性的總結(jié)，指出我國(guó)傳媒跨媒介經(jīng)營(yíng)需注意的三個(gè)事項(xiàng)及筆者對(duì)這一課題的后續(xù)性研究抱有的期望。第四部分介紹了國(guó)外傳媒集團(tuán)的跨媒介經(jīng)營(yíng)實(shí)踐及幾家著名的跨國(guó)傳媒集團(tuán)的發(fā)展現(xiàn)狀，并在我國(guó)傳媒產(chǎn)業(yè)的市場(chǎng)語(yǔ)境下對(duì)這些國(guó)際著名跨國(guó)傳媒集團(tuán)的跨媒介經(jīng)營(yíng)的有益經(jīng)驗(yàn)進(jìn)行總結(jié)和分析，以期實(shí)現(xiàn)為我國(guó)傳媒企業(yè)跨媒介經(jīng)營(yíng)獻(xiàn)計(jì)之目的。第二部分以媒介經(jīng)濟(jì)學(xué)的視角分析和論述了傳媒跨媒介經(jīng)營(yíng)的動(dòng)因，指出跨媒介經(jīng)營(yíng)是在規(guī)模經(jīng)濟(jì)效益、范圍經(jīng)濟(jì)效益、影響力經(jīng)濟(jì)效益驅(qū)使下的企業(yè)戰(zhàn)略行為。本課題嘗試以媒介經(jīng)濟(jì)學(xué)中的相關(guān)理論為支撐，通過(guò)對(duì)我國(guó)跨媒介經(jīng)營(yíng)的既有模式和經(jīng)典案例的分析、解讀，以及以媒介經(jīng)濟(jì)學(xué)的視角分析和整合國(guó)外幾個(gè)著名的傳媒集團(tuán)跨媒介經(jīng)營(yíng)的成功經(jīng)驗(yàn)，以期對(duì)我國(guó)傳媒產(chǎn)業(yè)的跨媒介經(jīng)營(yíng)提供一些可操作的建議。然而，當(dāng)單一類型的媒介無(wú)法滿足源源而來(lái)的巨大投資需求時(shí)，跨媒介經(jīng)營(yíng)就成了媒介經(jīng)營(yíng)的必然選擇。所以伴隨著媒介產(chǎn)業(yè)的進(jìn)一步發(fā)展和我國(guó)媒介“市場(chǎng)”的解凍，媒介產(chǎn)業(yè)必須要根據(jù)社會(huì)發(fā)展的要求進(jìn)行戰(zhàn)略決策的調(diào)整和管理模式的轉(zhuǎn)變，以廣闊的視野和多元化的經(jīng)營(yíng)理念進(jìn)行跨媒介的資源整合。媒介之間資源的相互整合、滲透，已經(jīng)形成了一個(gè)無(wú)處不在、錯(cuò)綜復(fù)雜的媒介信息傳播網(wǎng)。陜西師范大學(xué)碩士論文我國(guó)傳媒產(chǎn)業(yè)跨媒介經(jīng)營(yíng)的媒介經(jīng)濟(jì)學(xué)分析傳播學(xué)專業(yè) 研究生：張?jiān)? 指導(dǎo)老師：薛保勤 副教授 戴揚(yáng) 講師信息技術(shù)革命已將我們帶入了一個(gè)豐富多彩的信息社會(huì)，在這個(gè)社會(huì)中媒介作為信息的載體和傳播平臺(tái)得到了前所未有的發(fā)展。新媒介和新技術(shù)層出不窮，尤其是計(jì)算機(jī)技術(shù)、網(wǎng)絡(luò)技術(shù)的廣泛運(yùn)用，深刻地改變著媒介的生存環(huán)境。新聞傳播的相關(guān)研究和經(jīng)驗(yàn)告訴我們，任何一種新興媒介的出現(xiàn)都難以取代原有的媒介，因?yàn)樾?、舊兩種媒介在自身屬性上存在差異，“舊”媒介進(jìn)行自我的演進(jìn)和革新以適應(yīng)社會(huì)的發(fā)展，而新媒介本身由于其技術(shù)上的優(yōu)勢(shì)會(huì)竭力整合原有媒介形態(tài)的主要優(yōu)勢(shì)為其所用。傳媒在社會(huì)生活中的重要性和影響力決定了傳媒產(chǎn)業(yè)的巨大的商業(yè)價(jià)值和增值空間，從而使其容易得到資本的青睞。但是，跨媒介經(jīng)營(yíng)的媒介要想真正做大、做強(qiáng)就必須在其資源整合和戰(zhàn)略調(diào)整上遵循媒介經(jīng)濟(jì)學(xué)的相關(guān)規(guī)律，從而在媒介資源的最優(yōu)化配置下實(shí)現(xiàn)媒介盈利的最大化。本文共分為五部分：第一部分為引言，闡述了該課題研究的背景和研究方法及學(xué)術(shù)界對(duì)跨媒介經(jīng)營(yíng)這一概念的界定。第三部分介紹了我國(guó)集團(tuán)化跨媒介經(jīng)營(yíng)的發(fā)展歷程及我國(guó)跨媒介經(jīng)營(yíng)的三種模式，并分別以“第一財(cái)經(jīng)”、分眾傳媒和北青傳媒的跨媒介經(jīng)營(yíng)為例，進(jìn)行媒介經(jīng)濟(jì)學(xué)語(yǔ)境下的分析和解讀。第五部分為結(jié)語(yǔ)部分。關(guān)鍵詞：傳媒 媒介經(jīng)濟(jì)學(xué) 跨媒介經(jīng)營(yíng) 策略With media economic perspective to study Chinese media industry across media managementMajor: Communication:DaiJnig SuPevrisor: Xue baoqinInformation technology revolution has brought us into a colorful information society, in this society media as information carrier and munication platform under unprecedented development. The new medium and new technologies emerge in endlessly, especially puter technology, network technology and extensive application, profoundly changes media39。s media the market the thawing, media industry must according to the demand of social development for strategic decision of adjustment and the management pattern of change, with broad vision and diversified management idea for cross media resources integration. The media in social life determines the importance and influence of media industry huge mercial value and valueadded space, making it easy to get the favour of capital. However, when a single type of media cannot satisfy to follow the huge investment demand, cross media management became the inevitable choice of media management. But, cross media management of media to truly bigger and stronger must be in its resource integration and strategic adjustment of related laws follow media economic, thereby in media resources optimization allocation of realizing the maximization of profit media.This topic try with media and relevant theories of economics for support, based on the existing across media management mode and classical case analysis and interpretation, and to media economic perspective analysis and integration of several famous foreign media group cross media management of successful experience, in order to Chinese media industry across media management to provide some operable Suggestions.This paper is divided into five parts:The first part is introduction, this paper discusses the research background and research methods and academic circles to cross media management this concept definition.The second part with media economic perspective analyzed and discussed the media across media management, and points out that the drivers across media management is in scale economic benefit, scope economic benefit, influence economic benefits are driven by the enterprise strategic behavior.The third part in China are introduced collectivization cross media management development course and across media management in China three modes, and subjected to the first financial and points the media and north green media across media management as an example, the context for media economic analysis and interpretation.The fourth part introduces foreign media group across media management practice and several famous transnational media group development present situation, and in the Chinese media industry market context of these international famous transnational media group across media management experiences of carry on the summary and analysis, in order to realize for Chinese media enterprises39。 著 蕭琛 等譯《經(jīng)濟(jì)學(xué)》(第十六版) 華夏出版社 1999年8月第1版 第2頁(yè)這是不久前故去的美國(guó)著名經(jīng)濟(jì)學(xué)家。（Robert G. Picard）對(duì)媒介經(jīng)濟(jì)學(xué)的定義：“媒介經(jīng)濟(jì)學(xué)關(guān)注和研究的是形形色色的媒介運(yùn)營(yíng)者如何在各種社會(huì)資源非常有限的前提下，滿足受眾、廣告商在社會(huì)資訊與娛樂(lè)方面的需求”?！〉亲鳛槭袌?chǎng)經(jīng)濟(jì)單位和主體的企業(yè)，為了追求利益的最大化往往需要對(duì)其