“互联网+”背景下传统媒体转型的市场战略研究.docxVIP

PAGE PAGE 13 “互联网+”背景下传统媒体转型的市场战略研究 Market strategy research on the transformation of traditional media under the background of Internet plus 内容摘要 目前，我国的信息化技术飞速发展，给融媒体创造了广阔的发展空间，也对传统电视媒体造成了直接的影响。尽管传统电视媒体已经开始寻求发展、创新之路，建立了健全的网络平台，但随着网络新型媒介的发展，传统电视媒体也面临较大的挑战。因此，我们应当通过互联网+探究移动网络技术的创新方式，合理设置节目内容，优化产业链体系，与网络平台相融合，进而有效促进传统电视媒体的发展效率，占据更多的市场份额。本文借用“SWOT”分析法对我国网络电视发展的优势（Strength）、劣势（Weakness）、机会（Opportunity）、威胁（Threat）进行总结，并对小米网络电视的成功案例进行SWOT分析，以探究传统电视媒体转型时所遇到的机遇及存在的问题，并积极探讨解决办法，希望进一步明确传统媒体转型的方向。 关键词：互联网+；传统电视媒体；SWOT分析；转型 Research on Market Strategy of Traditional Media Transformation under the Background of Internet Abstract:At present, the rapid development of Chinas information technology has created a broad space for the development of melt media, but also has a direct impact on the traditional television media. Although the traditional TV media has begun to seek the road of development and innovation, and established a sound network platform, with the development of new network media, the traditional TV media is also facing greater challenges. Therefore, we should explore the innovative way of mobile network technology through the Internet, set up the program content reasonably, optimize the industrial chain system, integrate with the network platform, and then effectively promote the development efficiency of traditional television media and occupy more market share. This paper uses SWOT analysis method to summarize the advantages (Strength), disadvantages (Weakness), opportunities (Opportunity), threats (Threat) of the development of network television in China, and analyzes the successful cases of Xiaomi network television in order to explore the opportunities encountered and existing problems in the transformation of traditional television media, and actively explore solutions, hoping to further clarify the direction of traditional media transformation. Keywords: Internet; Traditional TV Media; SWOT Analysis; Transformation 目 录 TOC \o 1-3 \h \u 1. 绪论 1