【摘要】：隨網(wǎng)絡(luò)傳播興起的"受眾入口",正作為一種獨(dú)立的市場(chǎng)主體,對(duì)視聽類節(jié)目產(chǎn)品的市場(chǎng)結(jié)構(gòu)產(chǎn)生一種分級(jí)作用,并逐漸形成了以傳統(tǒng)媒體平臺(tái)和"受眾入口"為"雙中心"的分級(jí)多邊市場(chǎng)。在這一市場(chǎng)結(jié)構(gòu)中,節(jié)目產(chǎn)品的價(jià)值轉(zhuǎn)化活動(dòng)和供需平衡都發(fā)生了相應(yīng)的變化,進(jìn)而對(duì)市場(chǎng)各部門的績(jī)效和市場(chǎng)主體行為也產(chǎn)生了影響。為適應(yīng)市場(chǎng)結(jié)構(gòu)的變化,以廣電節(jié)目為代表的視聽類節(jié)目應(yīng)在優(yōu)化節(jié)目產(chǎn)品的生產(chǎn)、經(jīng)營等供給活動(dòng)的同時(shí)創(chuàng)新價(jià)值轉(zhuǎn)化方式,提升轉(zhuǎn)化效率。此外宏觀產(chǎn)業(yè)結(jié)構(gòu)也應(yīng)作出相應(yīng)的調(diào)整,以提高產(chǎn)業(yè)的整體市場(chǎng)績(jī)效。
[Abstract]:As an independent market subject, the "audience entrance", which rises with the network communication, plays a hierarchical role in the market structure of audio-visual program products, and gradually forms a hierarchical multilateral market with the traditional media platform and the "audience entrance" as the "double center". In this market structure, the value transformation activities and the balance between supply and demand of program products have changed accordingly, which also has an impact on the performance of each department of the market and the behavior of the main body of the market. In order to adapt to the change of market structure, audio-visual programs represented by radio and television programs should not only optimize the production and management of program products, but also innovate the mode of value transformation and improve the efficiency of transformation. In addition, the macro-industrial structure should also be adjusted to improve the overall market performance of the industry.
【作者單位】： 四川大學(xué)文學(xué)與新聞學(xué)院;四川大學(xué)傳媒研究中心;
【基金】：四川大學(xué)中央高�；究蒲袠I(yè)務(wù)費(fèi)項(xiàng)目(SKZX2015—SB103)
【分類號(hào)】：G220

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