【摘要】：隨著互聯(lián)網(wǎng)時代的到來,數(shù)字出版日漸搶占了傳統(tǒng)出版行業(yè)的市場,以銷售紙質書為主的傳統(tǒng)出版企業(yè)的市場需求開始出現(xiàn)下滑,發(fā)展速度逐年放緩。傳統(tǒng)出版企業(yè)急需尋找到一種突破當前困境的方式,而新媒體的出現(xiàn)給傳統(tǒng)出版企業(yè)帶來了轉機。傳統(tǒng)出版企業(yè)通過新媒體傳播,能夠不斷增強企業(yè)的知名度和影響力,提升業(yè)務水平,獲得經(jīng)濟效益,進而打破目前發(fā)展遲緩的格局。傳統(tǒng)出版企業(yè)與新媒體融合是時代發(fā)展的需要,也是傳統(tǒng)出版企業(yè)走向新生的路徑。中南出版?zhèn)髅郊瘓F(簡稱“中南傳媒”)在全球出版企業(yè)排名中位居第六,在國內有較強的品牌實力和傳播影響力。通過選擇“中南傳媒”作為研究對象,對旗下9家傳統(tǒng)出版企業(yè)的主流新媒體平臺進行分析,探討其新媒體傳播的發(fā)展現(xiàn)狀,并對將來新媒體運營提供建議。從目前所了解的現(xiàn)狀看,“中南傳媒”旗下傳統(tǒng)出版企業(yè)微博、微信公眾號、官方網(wǎng)站開通率高,只有網(wǎng)絡社區(qū)開通情況不佳。不過,“中南傳媒”旗下傳統(tǒng)出版企業(yè)新媒體平臺在運營過程中都或多或少存在一定的問題。比如在微博平臺中,出版企業(yè)存在粉絲數(shù)量差距明顯、發(fā)布時間無規(guī)律、形式與內容同質化等問題。在微信公眾平臺中,出版企業(yè)積極運作與消極運作兩級分化,但是發(fā)布的內容都存在受眾反饋率低的問題,公眾號與用戶之間的關系“淡漠”,傳播影響力十分有限。在官方網(wǎng)站中,出版企業(yè)的手機端官網(wǎng)建設還不甚完善,而PC端官網(wǎng)則出現(xiàn)網(wǎng)站結構沒有得到優(yōu)化、網(wǎng)站頁面細節(jié)處理欠佳的問題。在網(wǎng)絡社區(qū)中,出版企業(yè)豆瓣網(wǎng)和百度貼吧的管理相對混亂,管理制度上都還有較大的上升空間�？傊�,“中南傳媒”旗下傳統(tǒng)出版企業(yè)新媒體平臺運營過程中出現(xiàn)了一系列問題,主要還是在于出版企業(yè)自身新媒體傳播意識不強,沒有正視新媒體傳播為傳統(tǒng)出版企業(yè)帶來的影響,更沒有主動尋求與新媒體融合的發(fā)展之路。為了推動“中南傳媒”旗下傳統(tǒng)出版企業(yè)新媒體平臺進一步走向成熟,出版企業(yè)自身需要及時調整發(fā)展戰(zhàn)略,增強新媒體傳播的意識,主動尋求與新媒體的融合之路,不斷提高企業(yè)新媒體平臺的運營管理水平,以適應現(xiàn)代市場競爭的需要。
[Abstract]:With the advent of the Internet era, digital publishing has gradually seized the market of the traditional publishing industry, and the market demand of the traditional publishing enterprises, which mainly sells paper books, has begun to decline, and the development speed has slowed down year by year. The traditional publishing enterprises urgently need to find a way to break through the current predicament, and the emergence of new media brings a turning point for the traditional publishing enterprises. Traditional publishing enterprises can continuously enhance their popularity and influence, improve their business level and obtain economic benefits through new media dissemination, thus breaking the current pattern of slow development. The integration of traditional publishing enterprises and new media is not only the need of the development of the times, but also the new path of the traditional publishing enterprises. The Central South Publishing Media Group (hereinafter referred to as "Central South Media") ranks sixth in the global publishing industry, and has strong brand strength and dissemination influence in China. Through selecting "Central and South Media" as the research object, this paper analyzes the mainstream new media platform of 9 traditional publishing enterprises, probes into the present situation of its new media communication, and provides some suggestions for the future operation of new media. According to the current situation, the traditional publishing company Weibo, WeChat official account, official website of Zhongnan Media has a high rate of opening, only the network community is not well opened. However, there are more or less some problems in the operation of the new media platform of the traditional publishing enterprise of Central South Media. For example, in Weibo platform, there are obvious differences in the number of fans in publishing enterprises, irregular release time, and homogenization of form and content. In the public platform of WeChat, publishing enterprises are divided into two levels: active operation and negative operation, but the content published has the problem of low audience feedback rate, the relationship between public accounts and users is "indifferent", and the influence of dissemination is very limited. In the official website, the construction of mobile phone terminal website in publishing enterprises is not perfect, while the PC terminal website has not been optimized, and the details of the website page are not well dealt with. In the network community, the management of Douban and Baidu Tieba, a publishing enterprise, is relatively chaotic, and there is still room for improvement in the management system. In a word, a series of problems have arisen in the operation of the new media platform of the traditional publishing enterprise of Central and South Media, mainly because of the lack of awareness of the dissemination of the new media by the publishing enterprises themselves. It does not face up to the impact of new media communication on traditional publishing enterprises, and does not actively seek the development of integration with new media. In order to promote the new media platform of traditional publishing enterprises owned by Central and South Media to become more mature, publishing enterprises themselves need to adjust their development strategies in time, enhance their awareness of new media dissemination, and actively seek a road of integration with new media. Continuously improve the operation and management level of enterprise new media platform to meet the needs of modern market competition.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G230.7

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