论大数据时代下传统媒体的融合转型

论大数据时代下传统媒体的融合转型 摘要：21 世纪，互联网和传媒相结合诞生了网络媒体，网络媒体逐渐走进人们 的生活中， 在现今已经成为人们关注的焦点。 网络媒体以传播的及时性、 互动性、 海量性、 多媒体、 便捷性吸引着年轻一代的网民， 对传统媒体造成了强烈的冲击。 目前，传媒界每有一点风吹草动，都会引起人们对“报纸消亡论”的大肆讨论。 纸媒的生存环境日益恶劣，广告收入不断下滑，2015 年的最后一天，《九州晨 报》、《今日早报》、《壹早报》宣布停刊，宣布自 2016 年 1 月 1 日起不再经 营发行。三份报纸同时停刊，引起人们的大肆讨论。相比纸媒，电视媒体经济收 益下滑形势没有那么严峻，但是也已经开始萎缩。2015 年是电视广告形势最为 严峻的一年，电视广告投放总量首次下滑，一季度电视广告刊例同比下滑5.5%， 形势萎靡。 广播由于城市私家车的使用以及城市公交系统的普及，虽然广告资源 量没有呈现大幅度下降， 但已见下滑端倪， 2015 年， 广播广告资源量下降了 0.7%。 伴随着传统媒体广告量的萎缩，网络媒体的广告量近几年有了飞速的增长，根据 艾瑞咨询发布的 2014 年度中国网络广告核心数据，国内网络广告市场规模达到 1573.4 亿元，同比增长 41.0%，互联网广告多年保持快速增长，目前市场已进入 成熟期，未来几年增速将会有所放缓，截至到 2018 年底，中国互联网广告市场 预期将突破超过 4000 亿元。为了在艰难的形势下获得生存和发展，传统媒体纷 纷寻找出路，开始寻求融合转型。 本文主要以近几年传媒领域比较前沿的改革作为案例，研究其经营管理模式 及创新之处，这里主要介绍澎湃新闻改革的一些经验，以及 VR 新闻在媒体中的 应用， 然后指出现今很多传统媒体改革中存在的一些问题，比如一些传统报纸微 博微信公众号，其运营模式及影响力，然后阐释未来传媒业融合转型的趋势，对 传统媒体融合转型提出一些有益的建议。 关键字：传统媒体；融合；媒体转型 On the integration and transation of traditional media in the era of big data Abstract: twenty-first Century, the combination of the Internet and the media gave birth to the network media,Internet media has gradually come into people s lives, and has become the focus of attention.nternet media to the timeliness of communication, interactivity, mass, multimedia, convenience to attract the younger generation of Internet users, the traditional media caused a strong impact.At present, the media each have a little wind sways grass will cause people wantonly, discussion of the “disappearance of newspapers“.Print the living environment is bad, the advertising revenue continued to decline,The last day of 2015, “Kyushu morning news“, “today morning post“, “one post“ announced the closure, announced since January 1, 2016 no longer business issue.Three newspapers at the same time, talking about people s cause.Compared with print media, television media economic revenue decline situation not so serious, but also has begun to shrink.2015 is the most serious situation in TV commercials a year, TV advertising volume fell for the first time, a quarter of TV advertising rates fell 5.5%, sluggish situation.Broadcast due to the use of private cars and the popularity of urban public transport system, although the amount of advertising resources did not show a significant decline, but has seen the decline in the first, in 2015, the amount of radio advertising resources declined by 0.7%.Along with the traditional media advertising volume shrinking, advertising network media in recent years has been rapid growth, according to iResearch released 2014 annual Chinese advertising network core data, the domestic online advertising market reached 157 billion 340 million yuan, an increase of 41%, Internet advertising for many years to maintain rapid growth, the market has entered the mature period, the next few years the growth rate will slow down, by the end of 2018, the expected Chinese Internet advertising market will exceed more than 400 billion yuan.In order to survive and develop in a difficult situation, the traditional media have to find a w