CAJ | 학술논문

传统媒体向数字化转型是当今传媒业发展的重要主题，这一趋势为传统媒体带来挑战的同时也提供了新的创业机会。和新创公司的主动创业不同，传统媒体内部创业行为大多采用防御型创业策略。在这种指导思想下，出现了一体化、“二元制”、分化基础上的内部整合、外部合作等四种创业组织模式。研究其优缺点和使用条件，可以指导传统媒体内部创业和风险投资的策略选择。
전통매체향수자화전형시당금전매업발전적중요주제，저일추세위전통매체대래도전적동시야제공료신적창업궤회。화신창공사적주동창업불동，전통매체내부창업행위대다채용방어형창업책략。재저충지도사상하，출현료일체화、“이원제”、분화기출상적내부정합、외부합작등사충창업조직모식。연구기우결점화사용조건，가이지도전통매체내부창업화풍험투자적책략선택。
As an important theme of the development of present media industry, the digital transformation of traditional media brings both challenges and entrepreneurial opportunities, Unlike the initial establishment which exploit new business opportunities positively, most of the traditional media adopt a defensive internal entrepreneurial strategy in order to maintain their market position. Motivated by this strategy, 4 main organization modes appear： integration, differentiation, internal integration based on differentiation, and external cooperation. Studying on advantagesand disadvantages as well as the implementation conditions of those organization modes will be instructive for the choice of traditional media＇s entrepreneurship and venture investment strategy.