媒体转型背景下凤凰卫四视的全媒体战略研究-传媒经济学专业毕业论文.docx

优秀毕业论文 精品参考文献资料 发展中存在的问题，笔者为内地电视媒体的全媒体融合发展提供了一些可 发展中存在的问题，笔者为内地电视媒体的全媒体融合发展提供了一些可 行性的转型提升策略。 关键词： 媒体转型凤凰卫视全媒体战略平衡计分卡 万方数据 Research Research on the Omnimedia Strategy of Phoenix Satellite TV in the Background of Media Transformation ABSTRACT The rising of new media represented by network media and mobile media has changed the basic paRcm for competition between traditional media． Faced with the decreasing income and sharp pressure because of audience shunting，traditional TV media must be transformed to adapt to the needs of the new environment．The Omnimedia strategy of Phoenix TV receives its reformative strengthen from the phoenix’S new media，and is best-known for a strategic layout spanning the concept of”TV brand+Intemet thinking¨．This paper sets phoenix satellite TV as a research，which is representative in the practice of building of Omnimedia strategy,uses the balanced scorecard to set up a simplified evaluation system for TV media strategy after making a detailing analysis about its whole concept，layout and relevant practice，and operates a full assessment for phoenix TV’S Omnimedia strategy,and furthers a study of its benefits and disadvantages brought by the strategy implementation．Later,this paper summarizes from the aspects of external environment and internal advantages the factors for the Success of phoenix TV’S strategy,and provides some suggestions for its future development． In general，under the background of media transformation，phoenix’S media strategy possesses certain representation，and is worthy to be learned from Chinese mainland media．Compared to the present transformative situation of domestic media，a great many TVs have performed certain explorations on the road of the media fusion，but do not get full of smooth in the course of the development，consisting of external disorders such as lack of institutional environment as well as hi曲barriers，and internal problems such as unclear 万方数据 brand brand positioning as well as a barrier between the ol