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创新还是维持?外部环境感知下传媒组织的商业模式选择
Innovation or not? The impact of environment perception on decision making of media organization’s business model
新媒体技术的出现彻底打破了传媒产业广告市场的既有格局。创新商业模式,还是维持既有商业模式,成为传媒组织战略发展的关键问题。本文将传媒组织视为开放系统,从外部环境感知的视角,考察了四家创业型媒体的商业运营实践活动。研究发现,对利益相关者需求与商业前景的不确定性感知,以及对行业客户、行业标杆主导的行为规范的合法性感知,是影响传媒组织商业模式选择的重要因素。同时,决策团队成员的个人价值逻辑通过作用于传媒组织的外部环境感知,对其商业模式选择行为产生影响。传媒组织的商业模式走向或可通过识别其网络结构和决策团队成员特征进行有效预测。
Since new media technologies have emerged, the traditional advertising market structure of media industry has collapsed. Innovation or not, has become an urgent issue for media organizations’ development. This study considers media organization as an open system and examines the commercial practice of four entrepreneurial journalism from the perspective of external environment perception. It reveals that the uncertainty perception of stakeholders’ demands and business prospects, as well as the legitimacy perception of behavioral norms dominated by clients and industrial leaders, are important factors affecting media organizations’ decision on whether to innovate their business models. Moreover, the individual values of strategy team have played a decisive role in decision making of business model through environment perception. Accordingly, it is feasible to predict the tendency of media organizations’ business model by identifying their industry networks and the characteristics of strategy team members.
传媒组织 / 创业型媒体 / 商业模式 / 不确定性 / 合法性
Media organization / entrepreneurial journalism / business model / uncertainty / legitimacy
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1. 详见《湖南电广传媒股份有限公司2018年半年度报告》。
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