媒介融合指的是随着各种传播形式的纵深化发展,彼此之间呈现功能整合与一体化发展的趋势.媒介融合既是一种传媒理念和实践,也是一种推进收益最大化的市场行为.管理机构和理念变迁伴随着媒介融合的整体过程,体现为媒介产销一体化、传媒产业链运作模式化、强调组织机构转型与产业产值规模扩张等,以量化手段衡量传媒结果是媒介融合的重要表现特征.结合传媒数字化的时代背景和技术变革,以传媒产业化为研究切入点,可以探讨媒介融合在当前媒介互通与整合背景下的发展趋势及其与我国传媒产业发展现状的关系,并结合现实经验与条件,预测媒介融合的发展趋势,并提出推动其纵深发展的对策.%Media convergence means that with the further development of various forms of communica-tion, there is a trend of functional integration and integrated development among themselves. Media conver-gence is not only a kind of media concept and practice, but also a market behavior that promotes the maximiza-tion of income. The change of management structure and philosophy is accompanied by the integration of media. The integration is characterized by the integration of media production and marketing, the mode of media industry chain operation, emphasis of institutional transformation and the expansion of industrial output scale, and the quantitative means to measure the media results is an important feature of the media integration. In view of this, this paper intends to combine the background and technological changes of the media digitiza-tion with the industrialization of the media as the starting point to explore the development trend of media con-vergence under the background of current media interworking and integration and its relationship with the de-velopment of China's media industry. Starting from the contextual integration of media convergence, this paper expounds the advantages and disadvantages of current media integration in China, and forecasts the develop-ment trend of media convergence by combining the realistic experience and conditions, and puts forward some countermeasures to promote its further development.
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