朱前融 王金龙

摘 要： 传统财经媒体逐渐从纸媒向网络转移，同时诞生了一批原生于网络的财经新媒体，从根本上改变了财经媒体的传播格局。2015年前后，伴随着多种功能和多种形态内容的不断推出，以个性化推荐、内容付费为代表的精细化运营逐渐成为财经新媒体的行业主调。从信息传递向信息服务拓展，导致财经新媒体具有多重身份，不同角色边界日益模糊;从单一文字内容向音视频多元形态探索，跨平台、多元方式传播给管理带来困难。鉴于上述情况，从严格分类管理、坚持资质准入、完善责任制度和保护数据安全等方面提出了财经新媒体的管理制度和建议。

关键词： 财经新媒体;新媒体管理;制度;建議

中图分类号： G 237

文献标志码：A

New Issues and Suggestions In Financial New Media Management

ZHU Qianrong 1 WANG Jinlong 2

（1.Antai College of Economics & Management.Shanghai Jiao Tong University，Shanghai 200030， China; 2.Cyberspace Administration of Shanghai Municipality， Shanghai 200030， China）

Abstract： Traditional financial media has gradually shifted from paper media to the internet. At the same time， new financial media based on the internet sprang up. This has fundamentally changed the visage of financial media. Around 2015， with the continuous launch of multiple-function products and various forms of content， refined operations represented by personalized recommendations and chargeable content has gradually become the main focus. The expansion from information transmission to information services gave new identities to financial new media， which increasingly blurred boundaries between different roles they played. Financial new media explores from a single text content to a multi-modality of audio and video， and cross-platform and multi-method communication are widely applied， which have bring difficulties to its management. Based on the analysis of these issues， this article holds that a systematic management， adherence to qualification access and a more refined mechanism of investigating and fixing the liability are necessary to the management of the financial new media. Meanwhile， financial new media itself shall pay more attention to data security.

Key words： financial new media; new media management; system; suggestions

1 财经新媒体崛起改变财经媒体传播格局

2007年以后，中国财经媒体进入一个迅猛增长、剧烈变动的结构调整期，并逐渐形成了新的竞争格局与竞争模式。其中，很重要的一方面就是随着互联网技术的发展，传统财经媒体逐渐从纸媒向网络转移，同时诞生了一批原生于网络的财经新媒体，从根本上改变了财经媒体的传播格局，财经新媒体已成为新媒体的重要组成部分。

有研究报告提出，财经新媒体按核心业务类型，可划分为资讯类（如财新网、第一财经、FT中文网等）、专业服务类（如东方财富网、金融界等）、门户类（如凤凰财经、新浪财经等）三类财经新媒体平台。广义定义包含所有提供网络财经信息……