摘要
在传媒竞争日益激烈的形势下，地市级广电媒体企业面对的竞争对手越来
越广泛，有同样通过数字电视传送的国内其他上百家电视台、当地以及国内其
他进入该地市的平面媒体、还包括各种由媒体或运营商构建的新媒体（互联网、
移动终端等）。在这种情况下，地市级广电媒体面临受众流失的风险，原有单
一依靠广告的赢利模式受到了挑战，需要通过跨媒体整合寻找新的出路
作为传统媒体，地市级广电媒体企业跨媒体融合中相当重要的一环就是发
展新媒体。新媒体平台发展好坏，不仅关系到能否抢先占据区域网络视频音频
门户的至高点，还关系到原有赢利模式的保持与新的赢利模式的开拓。以往地
市一级传统媒体在新媒体平台上的发展，更多的着眼于内容的网上复制与传统
媒体企业介绍，较少考虑这一平台本身的运营规律与发展战略
本文以泉州广播电视行业为例，在深入剖析当地媒体竞争现状基础上，重
点研究了地市级广播电视媒体企业的新媒体平台建设与发展战略。论文的主要
研究工作概括如下：首先，基于产业链与 SWOT 分析，提出泉州广电在跨媒体
融合中可以获得的新的市场机会；其次，借鉴他人对互联网黏性的研究，利用
需求层次理论考察了媒体企业的受众黏性，并用于融合战略的选择与评判；最
后，本文通过对泉州广电现有新媒体平台加以解剖，分析其长处与不足，提出
设想中的区域媒介平台发展战略，并从技术可行性、受众可接受性、实施步骤
分拆与风险防范等角度加以详细阐述
本文认为，地市级广电媒体企业想要打开夹缝求生存，可以考虑走媒介化、
营造本地社区的道路。具体来说，就是通过跨媒体经营，把自身打造成一个融
合广播、电视、互联网的媒介平台，线上线下互动，在整体上成为一个本土社
区；利用本土社区强大的黏性与省级卫视、网络媒体对抗；利用广电媒体的贴
近互动优势与本土纸媒竞争；取得优势地位后，借助这一平台进入区域电商市
场，最终为地市级广播、电视媒体企业赢得可持续的优势地位
关键词：电台 电视台 跨媒体 新媒体 电子商务
II
Abstract
Nowadays, the municipal broadcasting media meet increasingly large
number of competitors. These competitors include other hundreds of
broadcasters transmitted through the cable TV network, local and other
domestic paper media, and a variety of new media operators (Internet, mobile
terminals, etc.). In this case, the municipal broadcasters face the risk of losing
audience; their original ad profit model has been challenged, so they need to
find a new way by the cross-media integration.
As the municipal broadcasters, the development of new media platforms is
a very important part of the cross-media integration, because it is not only
related to the possibility of the first to occupy the highest point of the local
video and audio portal, but also related to the retention of the original profit
model and the development of a new profit model. In developing new media
platforms, most city level traditional media in the past focus on copying the
contents from the Internet while introducing them, fewer consider the
development strategy of the platform itself.
Taking Quanzhou broadcasting media as example, this paper focuses on
the construction and development strategy of the municipal broadcasters’ new
media platforms on the basis of in-depth analysis of local competition quo.
The main research work is summarized as follows:
First, on the basis of industry chain and SWOT analysis, the Quanzhou
Broadcasters can obtain some new market share in the cross-media integration.
Second, learning from the other researchers on the viscous effects of Internet
and the hierarchy of needs, this paper studies the audience sticky of media
enterprises, and uses the study result in the selection and evaluation of the
integration strategy. Third, after studying the existing Quanzhou
Broadcasters’ new media platforms, analyzing the strengths and weaknesses
of them, the writer proposes a regional media platform development strategy,III
and envisages its acceptability, technical feasibility, implementation steps and
risk prevention in detail.
This paper argues that the municipal radio and television media companies
can consider creating a local community. Specifically, through cross-media
business, it can integrate radio, television, Internet, online and offline
interaction into a local community platform on the whole. Using the powerful
stickiness and interaction advantages of indigenous communities can expand
the competition with the provincial TV, online media, and the local paper
media. Thus, it can ultimately achieve a dominant position in the regional
electricity market.
Keywords: Radio Television Cross-media New media
E-commerce