新媒介策略:“长尾”时代的双重博弈

本研究提出并回答三个问题:在新媒体时代,媒介融合的背后为何存在着媒体分化的反动?在受众对丰富信息要求的背后,是否隐藏着信息需求极简化的真相?如何理解这两组媒介策略之间的博弈?文章应用“长尾理论”,分析了以上两种策略博弈的经济理性,并指出了其均衡性所在。

New Media Strategy:Double Games in the Long Tail Age

This research proposes and tries to answers three questions below: Why is there media differentiation opposing media convergence in the new media age? Whether there hides the truth that the need of information is very simple, behind the desire of rich information from the audience? How to understand the game of these two media strategies? This research implies The Long Tail theory to illustrate the economic reason of these two strategies, and points out where the balance of them lies.