打造“芒果生态圈”——“一体两翼”架构下湖南广电的转型路径

发布时间：2018-07-03 15:47

  本文选题：传媒生态 + 一体两翼　； 参考：《电视研究》2017年07期

【摘要】：以芒果TV的整合为标志,湖南广电的媒介融合进入深水区。本文以芒果TV从"独播"到"独特"的战略转型为切入点,研究湖南广电"以我为主,开放融合"的全媒体价值观及其相应体制机制的建构历程。重点分析湖南广电在"一体两翼"战略指引下,以品牌内容驱动进行IP开发、资本运作、垂直产业链建构、组织结构和业务流程的变革路径,从而变传统广电与新兴媒体的"异体共生"为"一体共生",形成产业布局完善、具有强大影响力和独特品格的芒果生态圈。
[Abstract]:With the integration of mango TV as the symbol, the media of Hunan radio and television integration into the deep water area. This paper, taking the mango TV from "single broadcast" to "unique" strategic transformation as the breakthrough point, studies the construction process of the full media values and the corresponding institutional mechanism of the Hunan radio and television "taking me as the main, open and integrated" and its corresponding institutional mechanism. This paper focuses on the strategic guidance of the "one and two wings" of Hunan radio and television. At the same time, IP development, capital operation, vertical industrial chain construction, organizational structure and business process change path are carried out by brand content drive, thus the "allogenic symbiosis" of traditional radio and television and new media is transformed into a "one in one symbiosis", and a mango ecological circle with strong influence and unique character is formed by the "allogenic symbiosis" of the traditional radio and television and the emerging media.
【作者单位】： 山东师范大学传媒学院;
【基金】：国家社科基金青年项目“微信公共事件的元事件模型建构与舆论引导策略研究”〈项目编号:15CXW018〉的阶段性研究成果
【分类号】：G229.24
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本文编号：2094159