摘 要
全媒体已经与人们的社会生活密不可分。全媒体时代，不断加强和改进高校校园媒体管理，需要我们不断创新路径，认真研究高校校园媒体融合发展中面临的新形势、新问题，重视媒体融合发展在高校校园媒体管理中的深度应用，提升高校宣传媒体的战斗力。让高校校园媒体成为高校开展立德树人根本任务、党的建设工作、坚定理想信念教育、传承中国特色社会主义文化、培育和践行社会主义核心价值观的优秀学习教育平台。
在全球信息化的大背景下，在媒体融合发展这场传媒领域深刻而重大的变革中，高校作为信息正能量的发声地，种类繁多的校园宣传媒体地位呈现出逐渐下滑的态势。高校如何在这场变革中“破茧而出”，寻求突破，是高校媒体革新图存的重要关口。媒体融合发展是一场全方位的革新，它并不是像传统媒体那样，只是通过简单的改版扩版和栏目调整来进行革新，而是需要全方位向新媒体拓展，充分引入互联网技术手段进行自我提升。
目前为止，国内高校尚未建立起一套能适应媒体融合发展的管理体系，高校媒体融合发展的相关研究也有待提高。由此可见，高校对校园媒体的传统管理模式已经无法适应新环境的要求。这就需要重新审视时代环境，针对新出现问题难题找出对应的新方法新出路，有效的进行高校媒体融合管理。
本文侧重于对高校媒体的融合发展路径进行研究，通过对南龙湖三所高校的走访调查，就高等学校校园媒体建设、管理、运行等一系列热点难点问题展开了深入的交流学习，综合利用文献分析法、归纳法、统计分析法等对高校媒体现状进行归因分析，找出问题所在，提出相应的融合对策，最终得出结论：
走高校媒体融合发展之路，传统媒体就必须真正掌握融合发展的新本领，要具备新思维、驾驭新载体、运用新手段。传统媒体与新媒体只有在内容、渠道、平台、管理等方面深度融合，才能以改革创新之力推动高校媒体创新持续发展。
关键词 ： 公共管理 高校媒体 媒体融合 全媒体
Abstract
All media has been inseparable from people's social life.In the era of all media,continuous improvement and improvement of campus media management requiresconstant innovation. Seriously study the new situation and new problems faced by thedevelopment of campus media integration in colleges and universities, attachimportance to the in-depth application of media integration development in collegecampus media management, and improve the combat effectiveness of college media.
Let college campus media become the outstanding learning and education platformfor colleges and universities to carry out the basic task of Lideshuren, party building,strengthening ideal and faith education, inheriting the socialist culture with Chinesecharacteristics, and cultivating and implementing the core values of socialism.
In the context of global informatization, In the media convergence anddevelopment of profound and significant changes in the media field, Universitiesserve as the voice for the positive energy of information. A wide variety of campuspromotional media positions have been presented with a gradual decline. How cancolleges and universities "break the cocoon" and seek breakthroughs in this reform?
The development of media convergence is an all-round innovation. It isn't totraditional media, only through simple revised pages and columns adjustment forinnovation, but need to all-round expanding to new media, full introduction of theInternet technology for self improvement.
So far, domestic colleges and universities have not established a managementsystem that can adapt to the development of media integration, and the research onthe integration and development of university media needs to be improved. Thus itcan be seen that the traditional management mode of campus media has been unableto adapt to the requirements of new environment. Therefore, it is necessary tore-examine the environment of the new era, to find new ways to solve the newproblems, and to effectively carry out the management of media integration incolleges and universities.
The study focuses on the study of college media integration development path,through the questionnaire survey of three universities in south lake, comprehensiveutilization of the literature analysis, induction, statistic analysis on the currentsituation of college media attribution analysis, find out the problem, put forward thecorresponding countermeasures, finally draw the conclusion: go the way of collegemedia integration development, traditional media have to grasp the new skill ofintegration development, must have new thinking and control the new carrier, usingthe new method. Traditional media and new media can only be deeply integrated incontent, channel, platform and management, so as to promote the sustainabledevelopment of media innovation in colleges and universities through reform andinnovation.
Key words : university media, media integration, all media
目 录
一、绪论
（一）研究背景
（二）研究目的与研究意义
1.研究目的
2.研究意义
（三）国内外研究现状综述
1.国外研究现状
2.国内研究现状
3.国内外研究综述
（四）研究思路、方法和视角
1.研究思路
2.研究方法
3.研究视角
（五）研究理论
（六）研究创新和不足
1.研究创新
2.研究不足
二、校园媒体管理现状
（一）校园宣传媒体分类
1.校报
2.校园广播
3.校园网络媒体
4.微信、微博
5.校园宣传橱窗
（二）校园使用的媒介现状
1.媒介多种类丰富
2.运作校园媒体的成员大多数以师生为主
3.受众群体较为均一化
4.校园媒体的影响力有限
5.师生对校园媒体内容兴趣不大
6.师生并不认同校园媒体的公信力和品牌信度
7.新媒体发展如火如荼
三、校园媒体融合发展中存在的问题剖析
（一）并未形成较强的融合理念
（二）所认同的媒体宣传理论并未形成系统
（三）各校园媒体在宣传当中存在瓶颈
（四）媒体与受众群体之间存在较少的互动性
（五）新媒体带来的巨大冲击
（六）从业人员的业务素质不高
四、校园媒体融合发展的对策
（一）与时俱进更新传播理念
（二）变革管理体制
1.注重人力资源整合发挥最大价值
2.对时间资源进行合理分配
3.稿件资源整合对策
（三）逐步优化队伍结构 提升人才质量
（四）有效激励建立媒体融合发展管理体系
1.绩效激励
2.能力激励
3.成就激励
参考文献
