人工智能驱动传媒业商业模式变革的逻辑与对策研究

Research on the Logic and Strategies of Artificial Intelligence-Driven Business Model Transformation in the Media Industry

摘要: 为深入分析人工智能驱动传媒业商业模式变革的核心逻辑与解决对策，本研究采用文献研究、逻辑分析与价值链工具融合的方法，探究商业模式变革的动因、具体表现、面临的现实挑战及协同对策。研究发现，商业模式变革的动因源自于人工智能技术的突破性赋能、用户需求的迭代升级及市场竞争的加剧；变革通过价值链重构呈现为价值主张精准化、渠道通路全渠化、客户关系深度化、收入来源多元化等核心表现；同时商业模式变革面临技术伦理失范、数据安全风险、行业生态失衡与政策法规滞后等四重挑战。本研究构建传媒业价值链优化理论模型，从价值创造、价值传递、价值变现全链条解析变革机制，并将宏观对策细化为可操作的行动方案，为传媒业在人工智能时代实现高质量可持续发展提供理论支撑与实践指引。

Abstract: To conduct an in-depth analysis of the core logic and countermeasures underlying the artificial intelligence-driven transformation of business models in the media industry, this study adopts an integrated methodology combining literature research, logical analysis and value chain tools to explore the driving forces, specific manifestations, practical challenges and coordinated countermeasures of business model transformation. The findings reveal that the driving forces of business model transformation stem from the disruptive empowerment of artificial intelligence technologies, the iterative upgrading of user demands and the intensification of market competition. The transformation, embodied by value chain reconstruction, presents core manifestations including the precision of value propositions, the multi-channel integration of distribution channels, the deepening of customer relationships and the diversification of revenue streams. Meanwhile, the business model transformation is confronted with four major challenges: the failure of technological ethics, data security risks, the imbalance of industry ecology and the lag of policies and regulations. This study constructs a theoretical model for optimizing the value chain of the media industry, analyzes the transformation mechanism from the full chain of value creation, value delivery and value realization, and refines macro-level countermeasures into operable action plans. It provides theoretical support and practical guidance for the media industry to achieve high-quality and sustainable development in the artificial intelligence era.