媒体时代广播产业升级研究——以北京人民广播电台为例

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1、首都经济贸易大学硕士学位论文《新媒体时代广播产业升级研究》ABSTRACTBroadcastmediaisthefirstvoicemedia．Broadcastingindustry,asabranchofthetraditionalmedia,afterexperiencingfromitsbirthtoitsfastdevelopmentlateron，hassteppedintoamorestabledandmaturesperiod．Differentfromhighlyconcemedte

2、levisionandinteractmedia,boradcastingmedia,althoughithasalargepopulationofaudiances，itselfhasbegantofadeoutfrompublicationgraduallybecausesnotonlyitslimitationofitsdistributingmechancismbutalsothecoverageproblem．Duringthisliterature，itcanbeseenthatthema

3、rketshareoftraditionalmediaandadvertisingrevenuehadamarkabledeclinedrencentyears．Inconstrast，newmediathisyearshasbeenactractinglargenumbersofeithernewaudiencesoradvertisersinaveryshorttime，thankstoitnotonlybroughtinanewinteractivewayandacompletelynewcon

4、tentbutalsoitsfullyusageoftimefragementation．Butonethingshouldbenoticedisthatlotsofdifferenttypesofbroadcastingprogramwhateverinintemetormobiledevice，concerningboradcastingprogrammitself,itisstillpopularandhasbigaudiencesgroup．Soobviouslyitprovedthefasc

5、inationofvoiceandbroadcastwithnodoubt．Buthowtofacethechallengesfromnewmedia,toseizetheopportunityinordertobringtraditionalbroadcastcompletelyrevitalized，gettingbetterbyusingthepowerofcapital，whichhasbecamethemostimportantquestionfacedtoallboradcastingpa

6、rticipants．Underthebackgroundofnewmedia,domestictraditionalbroadcastingindustry,especiallyspeakingRadioBeijingCorporationindustry,nowadayspositionedinaweaksituationintermsofsystem，management,humanresourceandalsotheapplicationofnewtechnology．Thereforeitf

7、acedbigchallengesinordertodevelopevenfurther．However,broadcastingindustry,livinguponbroadcastingmedia,stillhasvariousofcompetitiveadvatangessuchasstrongcontentproductivity,standardizedadvertisingmanagement，competitivemediacredibilityandinfluenceandsoon．

8、Therefore，exploringthetransformationofboradcastingmediatumsouttobesignificanceinnewmediaera．Thisliterature，byusingsometheoriessuchasPorter’sfiveforcemodel，basedoneconimics，alsotogetherwithanalyzingofbothdomesticandforeignboradcas