大媒介时代下的媒介经营与管理

Media Operation and Management in the Era of Big Media

摘要: 伴随着社会经济的稳健增长和数字技术的快速进步，媒体环境正在经历深刻重构。信息传播速度的持续提升和覆盖范围的不断扩大，对媒介经营与管理的模式与机制提出了新的挑战，也对效能标准的确定提出了更高要求。大媒介时代的全面到来，要求媒介行业在经营理念、组织结构和管理方式上进行系统性调整。本文在资源基础理论与动态能力理论的视域下，将“大媒介时代”操作化为平台化、算法化和数据化高度发展的媒介生态，梳理这一背景下媒介经营与管理的现实困境，并从运营要素重构、盈利模式创新和受众价值挖掘等方面提出改进路径。研究旨在为国内媒体机构优化经营管理提供一定的理论参考和实践启示。

Abstract: With the steady growth of the social economy and the rapid development of digital technology, the media environment is undergoing profound changes. The continuous improvement of the speed and scope of information dissemination has posed new challenges to the models and mechanisms of media operation and management, and raised higher requirements for efficiency standards. The comprehensive advent of the era of big media calls for systematic adjustment of business concepts, organizational structures and management approaches in the media industry. Drawing on the resource-based view and dynamic capability theory, this paper conceptualizes the “era of big media” as a media ecology characterized by a high degree of platformization, algorithmization and datafication. It analyzes the current difficulties of media operation and management under this background, and puts forward optimization strategies in terms of reconstructing operational elements, innovating profit models and tapping audience value. The study aims to provide theoretical reference and practical implications for media organizations in China.