县级融媒体中心传媒经营管理的现实困境与优化路径研究

Research on the Practical Dilemmas and Optimization Paths of Media Operation and Management of County-Level Converged Media Centers

摘要: 县级融媒体中心是我国县域公共传播体系的核心载体，承担着传媒服务下沉、地方信息供给与本土文化传播的重要职能。在媒体深度融合与传媒行业市场化转型的双重背景下，县级融媒体中心的经营管理同时兼具公共服务属性与市场经营属性，当前仍面临体制机制、盈利模式、人才储备、内容转化等多维度现实困境。本文以新制度主义理论为理论基础，结合行业发展态势与地方实践案例，系统梳理县级融媒体中心经营管理的现存症结，并提出针对性优化路径，以期推动县级融媒体中心实现公共服务效能与市场经营效益的协同提升，为县域传媒行业的可持续发展提供参考。

Abstract: As the core carrier of China’s county-level public communication system, county-level converged media centers undertake vital functions including the sinking of media services, the supply of local information and the dissemination of indigenous culture. Against the dual background of in-depth media convergence and market-oriented transformation of the media industry, the operation and management of county-level converged media centers feature both public service attributes and market operation attributes. At present, they still face multi-dimensional practical dilemmas in institutional mechanisms, profit models, talent reserves and content transformation. Grounded in the New Institutionalism Theory, this paper draws on industry development trends and local practical cases to systematically tease out the core predicaments in the operation and management of county-level converged media centers, and proposes targeted optimization pathways. This study aims to advance the coordinated improvement of their public service performance and market operational benefits, so as to provide references for the sustainable development of the county-level media sector.