县级融媒体中心传播效果面临的挑战及对策分析——基于服务逻辑视角

Analysis on the Challenges and Countermeasures of County-Level Converged Media Center Communication Effect—From a Service Logic Perspective

摘要: 县级融媒体中心良好的传播效果是实现“引导群众，服务群众”的前提，而当前大部分县级融媒体中心受到上级主流媒体、商业媒体等主体的影响，传播效果堪忧。从服务逻辑视角出发，县级融媒体中心应该协调与各主体间的关系，明确自身定位，做上级主流媒体的“互补者”、商业媒体及互联网企业的“合作者”、当地政府及公共机构的“协同者”，逐步形成县域融媒服务生态圈，以服务质量促进传播效果，以传播效果扩大服务范围，实现全面深入地“引导群众，服务群众”。

Abstract: The good communication effect of county-level converged media center is the premise of “guide the masses and serve the masses”. However, most of the county-level converged media centers are cur-rently under the influence of mainstream media, commercial media and other subjects, and the communication effect is worrying. From the service logic perspective, county-level converged media center should coordinate with the relationship between different subjects, their own clear posi-tioning, be the “complementor” of the superior mainstream media, the “partner” of the business media and Internet companies, the “collaborator” of the local government and public institutions, gradually form the county-level converged media service ecosystem, promote the communication effect with the quality of service, expand the scope of service with the communication effect, and re-alize the comprehensive and in-depth “guide the masses, serve the masses”.