文档介绍：华中科技大学
硕士学位论文
中国网络媒体经营管理演变史
姓名:毕延玲
申请学位级别:硕士
专业:传播学
指导教师:屠忠俊
20080604
华中科技大学硕士学位论文
摘要
从上世纪末开始,互联网以极其惊人的发展速度延伸到世界的每个角落,逐渐
成为继报纸、广播、电视之后的“第四媒体”。“网络媒体”是互联网应用于媒介或
信息传播的产物。新世纪,网络媒体经历了大死大生之后,渐渐的获得大家的认可。
目前,我国的网络媒体已经出现一派欣欣向荣景象,网络媒体管理井然有序。但是
我国网络媒体如何将虚幻的信息和服务转化为利润,如何在林立的互联网市场立于
不败之地,这都是大家都比较关注的问题。同时,我国互联网产业发展迅速,短短
几年已经成为我国最重要的媒体形式,我国政府管理机构如何加强对互联网的管理,
这也是需要解决的迫切问题。这两个问题将是本文的研究中心所在。
本文在国内外众多学者研究的基础上,通过分析网络媒体经营管理大事年表、
网络媒体经营管理发展,理清我国网络媒体经营管理的脉络,对近十几年来网络媒
体经营管理进行大致的研究。同时,本文着重分析了网络媒体的几种主要赢利模式,
主要有:网络广告、上市融资、短信、网络游戏、搜索引擎和即时通讯等。并结合
我国互联网界具有影响的新浪、网易和人民网做为具体的案例来细致的分析其发展
轨迹及操作模式,以及张朝阳和马云的创业和发展故事,从而以更加微观的形式来
深入了解我国互联网经营管理的现状。
关键词:网络媒体经营管理赢利模式
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华中科技大学硕士学位论文
Abstract
Since the end of last century, has experienced an overwhelming development
and gradually became the “Fourth Media” following the other three media concerning
newspaper, broadcast and television. “Network Media”, the product of information
communication, applies as a media, which gains an increasing recognition through
violent up and downs. Presently, network media in china is flourishing and the
management work media is eutaxy. However, what attract more concerns is how to
realize a shift from visional information and service to profits and how to take an upper
hand in the petition. China has witnessed a rapid progress of industry,
which has represented one of the most important media. Therefore, our government still
faces the problem of properly governing the industry. The paper orientates the
above two problems based on the research of several outstanding scholars home and
abroad. The paper gives a clear explanation of the venation of media through the
analysis of list of important events during the management work media and its
development to present general research of the ten-year growth work media
management. At the same time, the paper emphasizes on the analysis of main profit model
work media, including advertising, lis