中国社会科学院新媒体研究中心以研究新媒体传播规律、推进新媒体在我国有序发展、提高国家治理和应用新媒体的能力为根本宗旨，集合政界、学界、业界同道致力于理论研究、人才培养、业务培训和咨政建言。作为新媒体研究的国家级专业机构，本中心也将努力使之成为国际学术交流的一个平台和窗口，通过相应的学术活动扩大我国在国际新媒体研究领域的综合影响力。本中心在中国社会科学院新闻与传播研究所领导下，按照国家社团管理规定和中国社会科学院有关规章，开展各项学术活动。唐绪军，中国社会科学院新闻与传播研究所所长，《中国新媒体发展报告》蓝皮书主编；黄楚新，中国社会科学院新闻与传播研究所新闻学研究室主任，《中国新媒体发展报告》蓝皮书副主编；王丹，中国社会科学院研究生院新闻学与传播学系硕士研究生。 摘要：从2014年中央全面深化改革领导小组通过《关于推动传统媒体和新兴媒体融合发展的指导意见》以来，中国的媒体融合发展进入深化的新阶段。媒体融合，既是全球传统媒体在新媒体环境下转型的大势所趋，也是我国国家战略的规划需求，是技术与市场双推力作用下的必然结果。在新传播技术的高速发展下，媒体发展格局与媒体秩序发生重大变化，受众阅读习惯、信息获取方式深刻改变。以报刊、广电为主体的传统媒体面临生存危机，以微博、微信、新闻客户端为代表的新媒体发展迅猛。因此，传统媒体与新媒体融合发展，有利于发挥传统媒体内容生产优势和新媒体的技术优势，将利益效果最大化。过去的这一年，我国媒体在融合发展道路上进行了战略化转型规划、媒体电商化发展、整合重组媒体组织机构、多途径资本融合等新探索、新尝试，取得了一定效果。未来，移动互联和智能物联领域将成为媒体融合发展的主战场，创新传统体制机制、更新传统新闻传播理念、重构商业模式等将成为媒体融合的重点与难点。 关键词：媒体融合 国家战略 媒体电商化 跨界合作 体制机制创新 Abstract：Media Convergence is an irresistible trend for global traditional media’s transformation in the era of new media，and also an inevitable consequence resulted from both technological and marketing dynamics.Under the rapid development of new communicational technologies，China’s media development structure，media order，as well as audiences’reading habits and information acquiring methods，have been undergoing profound changes.Traditional media，e.g.the press，radio and television broadcasting，are struggling in survival crisis.New media，such as Weibo（microblog），Wechat and news Apps，are developing rapidly.The convergence of traditional and new media will help to combine traditional media’s strength in content production and new media’s strength in technology，which，consequently，will maximize the interests of both sides.In August 2014，the central leading group for deepening overall reform headed by President Xi Jinping，adopted a guideline establishing media convergence as a national strategy.From then on，China’s media convergence has entered a new phase of deepening development.China’s media industry has explored strategic transformation planning，e - business developing，organizational reintegrating，multi - channeled capital merging and other new ways to achieve convergence，and has gained some positive results.In future，the Mobile Internet and the Intelligent Internet of Things will be the battlefield for media convergent development，whose focuses and difficulties lie in the innovation of traditional media institutions and mechanisms，the renovation of traditional media communication ideologies，and the reconstruction of media business models. Keywords：Media Convergence，National strategy，Media e - business，Crossover Collaboration，Systemic and mechanism innovation2014年8月，中央全面深化改革领导小组第四次会议审议通过的《关于推动传统媒体和新兴媒体融合发展的指导意见》，提出“要着力打造一批形态多样、手段先进、具有竞争力的新型主流媒体，建成几家拥有强大实力和传播力、公信力、影响力的新型媒体集团，形成立体多样、融合发展的现代传播体系”。一年来，媒体融合不断深入推进。传统媒体融合转型加速，受众市场日益细分，新媒体产品持续涌现，跨界合作不断加速。媒体融合在不断探索、不断创新中前行。

The New Media Research Center of the Chinese Academy of Social Sciences takes the fundamental purpose of studying the law of new media communication, promoting the orderly development of new media in China, and improving the ability of national governance and application of new media. As a national professional institution for new media research, the center will also strive to become a platform and window for international academic exchanges, and expand China's comprehensive influence in the field of international new media research through corresponding academic activities. Under the leadership of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, the Center carries out various academic activities in accordance with the regulations on the management of national associations and the relevant regulations of the Chinese Academy of Social Sciences. Tang Xujun, Director of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, Editor-in-Chief of the Blue Book of China's New Media Development Report; Huang Chuxin, Director of the Journalism Research Office of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, Deputy Editor of the Blue Book of China's New Media Development Report; Wang Dan is a master's student in the Department of Journalism and Communication, Graduate School of the Chinese Academy of Social Sciences. Abstract: Since the Central Leading Group for Comprehensively Deepening Reform adopted the Guiding Opinions on Promoting the Integration and Development of Traditional Media and Emerging Media in 2014, China's media integration development has entered a new stage of deepening. Media integration is not only the general trend of the transformation of global traditional media in the new media environment, but also the planning needs of China's national strategy, and the inevitable result of the dual thrust of technology and market. Under the rapid development of new communication technology, the media development pattern and media order have undergone major changes, and the audience's reading habits and information acquisition methods have undergone profound changes. Traditional media with newspapers, periodicals, radio and television as the main body are facing an existential crisis, and new media represented by Weibo, WeChat and news clients are developing rapidly. Therefore, the integration and development of traditional media and new media is conducive to giving full play to the advantages of traditional media content production and the technical advantages of new media, and maximizing the benefit effect. In the past year, China's media have carried out new explorations and new attempts on the road of integrated development, such as strategic transformation planning, media e-commerce development, integration and restructuring of media organizations, and multi-channel capital integration, and achieved certain results. In the future, the field of mobile Internet and intelligent IoT will become the main battlefield for the development of media integration, and innovating traditional systems and mechanisms, updating traditional news communication concepts, and reconstructing business models will become the focus and difficulties of media integration. Keywords: media convergence national strategy media e-commerce cross-border cooperation institutional innovation Abstract: Media convergence is an irresistible trend for global traditional media's transformation in the era of new media, and also an inevitable consequence resulted from both technological and marketing dynamics. Under the rapid development of new communicational technologies，China’s media development structure，media order，as well as audiences’reading habits and information acquiring methods， have been undergoing profound changes. Traditional media，e.g.the press，radio and television broadcasting，are struggling in survival crisis. New media，such as Weibo（microblog），Wechat and news Apps，are developing rapidly. The convergence of traditional and new media will help to combine traditional media’s strength in content production and new media’s strength in technology，which，consequently，will maximize the interests of both sides. In August 2014，the central leading group for deepening overall reform headed by President Xi Jinping，adopted a guideline establishing media convergence as a national strategy. From then on，China’s media convergence has entered a new phase of deepening development. China’s media industry has explored strategic transformation planning，e - business developing，organizational reintegrating，multi - channeled capital merging and other new ways to achieve convergence，and has gained some positive results. In future，the Mobile Internet and the Intelligent Internet of Things will be the battlefield for media convergent development，whose focuses and difficulties lie in the innovation of traditional media institutions and mechanisms，the renovation of traditional media communication ideologies，and the reconstruction of media business models. Keywords: Media Convergence, National strategy, Media e - business, Crossover Collaboration, Systemic and mechanism innovation In August 2014, the fourth meeting of the Central Leading Group for Comprehensively Deepening Reform deliberated and adopted the "Guiding Opinions on Promoting the Integrated Development of Traditional Media and Emerging Media" , put forward that "we should focus on building a number of new mainstream media with diverse forms, advanced means and competitiveness, build several new media groups with strong strength, communication power, credibility and influence, and form a three-dimensional and diversified modern communication system with integrated development". Over the past year, media integration has been deepening. The integration and transformation of traditional media has accelerated, the audience market has become increasingly segmented, new media products have continued to emerge, and cross-border cooperation has been accelerating. Media convergence moves forward in continuous exploration and innovation.（AI翻译）