当前是新媒体与传统媒体并行发展，并且市场日益分化的重要时期。对于区 域性报纸媒体而言，这也是一个生存压力陡增、行业发展遭遇断层的非常时期， 如何适应新技术和新媒体环境的变化，理解媒介融合的现实路径，并在与新媒体 的融合中追求自身发展，成为了区域性报纸媒体在技术变革与媒介整合中需要研 究和探索的问题。 本文共分为七章，第一章主要阐述了本文的研究背景，并对当前国内外关于 与新媒体融合发展的相关文献进行了梳理和分析；第二章介绍了媒体融合的理论 基础、本文分析中将用到的战略分析理论；第三章基于我国地方报媒的运行现状， 分析了新媒体对其造成的冲击，提出了传统报业与新媒体融合发展的趋势；第四 章主要针对本文研究的案例——CJSB，介绍其基本运行情况，并运用PEST分析、 SWOT分析论证了其与新媒体融合发展的必要性；第五章采用问卷调查的方法，分 析了CJSB与新媒体融合发展中存在的问题，并探讨了其原因；第六章基于CJSB 的案例，对于区域性报业如何更好地与新媒体融合发展提出了合理化建议；最后 是总结与展望。 在当前传统纸媒与新媒体日益取长补短，并日益走向融合的时代大趋势下， CSJB一方面直观感受着新媒体的高速发展对传统报纸带来的冲击，另一方面也实 际体会着传统媒体在从事新媒体经营和业务转变中的尝试与突破。CJSB作为传统 媒体向新媒体融合发展的典型区域性报纸之一，在其发展过程中取得了一些成效， 但同时也存在着一些问题与弊病。目前许多研究文献还是基于原有的市场发展环 境，并且主要是对于主流大报和党媒的融合发展开展研究，而对于区域性报业媒 体的严峻发展现状还鲜有研究，希望本文的研究给传统报纸媒体的转型发展带来 一定的启示作用。 关键词：区域性报纸；传统媒体；新媒体；媒体融合 湖北工业大学硕士学位论文 II Abstract Atpresent,newmediaandtraditionalmediaaredevelopinginparallel,andthe marketisincreasinglydivided.Forregionalnewspapermedia,thisisalsoaveryperiod ofsurvivalpressureincreasingsharplyandindustrydevelopmentencounteringfault. Howtoadapttothechangesofnewtechnologyandnewmediaenvironment, understandtherealisticpathofmediaintegration,andpursuetheirowndevelopmentin theintegrationwithnewmediahasbecomeaproblemthatregionalnewspapermedia needtostudyandexploreinthetechnologicaltransformationandmediaintegration. Thispaperisdividedintosevenchapters,thefirstchaptermainlydescribesthe researchbackgroundofthispaper,andanalyzesthecurrentdomesticandforeign literatureontheintegrationanddevelopmentofnewmedia;thesecondchapter introducesthetheoreticalbasisofmediaintegration,thestrategicanalysistheorythat willbeusedinthisanalysis;thethirdchapteranalyzestheimpactofnewmediaonthe operationoflocalmediainChinabasedonthecurrentsituationInthefourthchapter, theauthorintroducesthebasicoperationofcjsb,whichisthecaseofthispaper,and demonstratesthenecessityofitsintegrationwithnewmediabyusingPESTanalysis andSWOTanalysis.Inthefifthchapter,theauthoranalyzestheproblemsexistingin theintegrationofcjsbandnewmediabyusingthemethodofquestionnairesurvey,and discussesthereasonsThesixthchapter,basedonthecaseofcjsb,putsforward reasonablesuggestionsonhowtobetterintegratetheregionalnewspaperindustrywith newmedia,andfinallysummarizesandprospects. Inthecurrenteraoftraditionalpapermediaandnewmediaincreasinglylearnfrom eachother'sstrengthsandmakeupforeachother'sweaknesses,andareincreasingly movingtowardsintegration,csjb,ontheonehand,intuitivelyfeelstheimpactofthe rapiddevelopmentofnewmediaontraditionalnewspapers,ontheotherhand,actually realizestheattemptandbreakthroughoftraditionalmediainthenewmediaoperation andbusinesstransformation.Asoneofthetypicalregionalnewspapers,cjsbhasmade someachievementsinitsdevelopmentprocess,butalsohassomeproblemsand disadvantages.Atpresent,manyresearchdocumentsarebasedontheoriginalmarket developmentenvironment,andmainlyfortheintegrationofthemainstreamnewspaper 湖北工业大学硕士学位论文 III andthepartymedia.However,thereislittleresearchontheseveredevelopmentstatus ofregionalnewspapermedia.Ihopethattheresearchofthispaperwillbringsome enlightenmenttothetransformationanddevelopmentoftraditionalnewspapermedia. Keywords:Regionalnewspapers;Traditionalmedia;Newmedia;Mediaintegration 湖北工业大学硕士学位论文 IV 目录 摘要......................................................................................................................................................I Abstract...................................................................................................................................................II 第1章绪论...........................................................................................................................................1 1.1研究背景与意义.....................................................................................................................1 1.1.1研究背景.....................................................................................................................1 1.1.2研究目的.....................................................................................................................2 1.2新媒体发展相关文献研究....................................................................................................2 1.2.1对新媒体内涵的研究................................................................................................2 1.2.2对新媒体融合必要性的研究.....................................................................................3 1.2.3对报纸媒体与新媒体融合方式的研究....................................................................4 1.3研究内容和研究方法............................................................................................................5 1.3.1研究内容.....................................................................................................................5 1.3.2研究方法.....................................................................................................................6 1.4研究意义和创新之处.............................................................................................................7 1.4.1研究意义.....................................................................................................................7 1.4.2创新之处.....................................................................................................................7 第2章相关理论介绍..........................................................................................................................9 2.1媒体融合理论........................................................................................................................9 2.2媒体融合传播策略..............................................................................................................10 2.3战略分析理论......................................................................................................................11 2.3.1PEST分析..................................................................................................................11 2.3.2SWOT分析................................................................................................................12 第3章新媒体冲击下我国报纸业的现状分析................................................................................13 3.1我国地方报媒的运行现状..................................................................................................13 3.2新媒体对我国报纸行业的冲击..........................................................................................14 3.2.1传统报业市场份额下降..........................................................................................14 3.2.2用户阅读习惯碎片化..............................................................................................14 3.2.3广告市场不断萎缩..................................................................................................15 3.3报纸与新媒体融合的发展趋势..........................................................................................16 湖北工业大学硕士学位论文 V 3.3.1国外报业与新媒体的融合发展..............................................................................16 3.3.2国内报业与新媒体的融合发展..............................................................................16 3.3.3报纸媒体的主要融合发展路径......................................