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在数字时代,传媒组织在经济运营中的一个重要特性是生产联合产品(joint products),即同时提供线上和线下产品。联合产品特性使传媒生产的经济规律不同于以往,也使传统媒体的发展与演变更具复杂性。本文以传统媒体为例,引入经济学终止点(shut-down points)和分离点(split-off points)的原理来探讨传媒生产决策。文中提出了传媒生产临界点(tipping points)的概念,这是传媒转型从量变转化为质变的重要节点,传媒临界点在很多领域已经出现,需要我们应用经济学方法对此进行分析。本文开启了对传媒联合产品经济学特性以及临界点的关注与研究。
In the digital age, an important feature of media organizations in the economy is the production of joint products, which provide both online and offline products. The combined product features make the economic laws of media production different from the past and make the development and evolution of traditional media more complicated. Taking traditional media as an example, this paper introduces the theory of shut-down points and split-off points in economics to discuss media production decisions. The concept of tipping points in media production is put forward in this article. This is an important node of mass media transformation from quantitative change to qualitative change. The media critical point has appeared in many fields and needs us to analyze it by applying the method of economic economics. This article opens up the concern and research on the economic characteristics and the critical point of the joint media product.