摘要
数字时代的纸媒竞争力逐渐弱化,而新媒体低成本、超文本的传播特质,在一定程度上冲击了纸媒的发展。以用户、品牌、市场三要素为切入点,通过探究外界用户拓展群、自身品牌影响力及市场效益转化率等关系到纸媒影响力的因素,分析出纸媒在新媒体冲击下,化挑战为机遇的有效路径。纸媒可采取建设区域性城市服务平台、构造多元受众品牌文化、设计自循环市场资金系统等策略,同时借助新媒体平台、技术及影响力,来扩大自身的影响力,以推动纸媒在互联网3.0时代的可持续发展。
In the digital age, the competitiveness of paper media is gradually weakened. However, the low-cost and hypertext media communication form of new media has once again impacted the development of paper media to some extent. Starting from the three elements of user, brand and market, the paper analyzes the organic path for paper media to turn challenges into opportunities under the impact of new media by exploring the factors related to the influence of paper media, such as external user expansion group, brand influence and market benefit conversion rate. Therefore, under the strategies of building regional urban service platform, constructing multi-audience brand culture and designing self-circulation market fund system, paper media can use the platform, technology and influence of new media to expand their influence and promote the sustainable development in the Internet 3.0 era.
作者
蔡宇曦
CAI Yuxi(Fuzhou College of Foreign Studies and Trade,Fuzhou Fujian 350000,China)
出处
《长沙大学学报》
2020年第1期127-130,共4页
Journal of Changsha University
关键词
融媒体
纸媒
新媒体
影响力
convergence media
paper media
new media
influence
