The Campus Medium Study In The View Of Media-industrialization

Campus media include newspaper, campus radio, campus educational television station, the campus network, student newspapers, DM and so on, which are primarily for the university campuses. They are the major positions of public opinion and image of school and the important bridge of communication between school and teacher-student.With the increased enrollment and spending power of college students, the university market has become the market segmentation, and many companies gradually strengthen the promotion and marketing of it. However, because of the particularity of the university market, the traditional strategy through the mass media publicity can no longer meet the needs of business owners.Campus media has a natural proximity and influence over the campus, so many companies began to seek cooperation with the campus media, and advertising companies specializing in operating the campus media emerged, which promote the reform of the campus media business objectively.However, the campus media industry has also been restricted at different levels, especially by notion, lack of capital and talent.In this paper, the author put forward that campus media, as an important component of China's media industry, can be operated as a business. Furthermore, the formation and expansion of university market, relevant national policies, experiences of social media industry reform, information demand of colleges and universities and the current disorder in the university advertising market will be discussed in detail.At the same time, according to the characteristics of campus media, media of different properties should have different emphases. That is, newspaper is supposed to be news-oriented and avoid too much advertising; community media, student self-management's media should make more flexible and bold attempt to operate in various forms. Schools can set up an information center and a media operation center. And the media operating companies operate the mainstream media.Schools should integrate internal media resources, media resources between schools and bring in social capital, and make a horizontal cooperation with social media. Meanwhile, as the center of education, schools should strengthen macro-management of campus media on operation and make it compatible with the campus culture, so as to promote a good atmosphere on campus.