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信息的非排他性决定了媒体的规模经济化和范围经济化。“走出去”是中国媒体的出路。而“走进非洲”是“走出去”战略的重要途径。在实现“走进非洲”时的战略选择取决于内外因素的平衡。本文在剖析中国媒体“走进非洲”竞争中的优势、劣势、机遇和威胁的基础上,提出中国媒体“走进非洲”的市场、节目发展的“SO战略”——市场游戏规则战略和开发重点节目战略、“WO战略”——影响力战略、“ST战略”——特色发展战略和规模化品牌战略、“WT战略”——精细化管理战略和横向一体化战略。期冀为中国媒体的“走进非洲”战略以及中国价值观的传播提供理论支持。
The non-exclusiveness of information determines the economies of scale and scope of the media. “Going out ” is the way out for the Chinese media. And “going into Africa” is an important way of “going out” strategy. The strategic choice to achieve “Into Africa ” depends on the balance of internal and external factors. Based on the analysis of the advantages, disadvantages, opportunities and threats in the Chinese media’s “Into Africa” competition, this paper proposes the “SO strategy” for the development of Chinese media and “entering Africa” Market Strategy Strategy & Development Key Program Strategy, “WO Strategy” - Influence Strategy, “ST Strategy” - Featured Development Strategy and Scale Brand Strategy, “WT Strategy” - Fine Management Strategy and horizontal integration strategy. The period will provide theoretical support for the Chinese media’s strategy of “going to Africa” and the dissemination of Chinese values.