成都市广播电视台TFTV发展战略研究

发布时间：2018-06-30 20:32

本文选题：互联网视频 + 媒体融合　；参考：《电子科技大学》2017年硕士论文

【摘要】：随着互联网的不断深入发展,媒体融合、跨界融合已是必然趋势。传统媒体面临剧烈的环境变化的挑战。在改变下滑局面、应对竞争、整合资源、打造平台的一系列目标中如何借助互联网进行媒体融合、跨界融合,是传统媒体必须完成的自我重塑的过程。然而,目前多数传统媒体尤其是地方传统媒体一直没有找到真正实现媒体融合、跨界融合的切实可行的发展战略。成都某国有传统音像出版社作为成都市广播电视台TFTV的前身,较长时期内也曾面临同样严峻的问题。经过不断探索和创新,成都市广播电视台TFTV逐步找到了一条适合自身发展的媒体融合、跨界融合的道路,并于2016年底,在第四届中国网络视听大会上正式对外发布TFTV互联网视频新媒体生态系统,较好地实现了战略转型。本文将在媒体融合、跨界融合的背景下,以战略管理理论为基础理论支撑,从宏观环境分析、行业环境分析、竞争环境分析、内部环境分析入手,应用五力模型、EFE矩阵、IFE矩阵、SWOT分析模型等管理工具,详细阐述成都市广播电视台TFTV互联网视频新媒体战略的制定、实施、保障和评价。本文将论述成都市广播电视台TFTV如何依托四川特色文化,做四川人都爱看的节目内容,专注四川本土市场;如何在资金不足的条件下,以资源互换的方式,与互联网视频巨头实现本土化区域化战略合作,低成本搭建高端技术平台;如何利用互联网视频巨头优质的媒介渠道,以版权内容分发的方式,推广公司品牌,积累原始粉丝;如何改变传统媒体主要靠用户注意力二次售卖的模式,而创新采用以直接服务商家为主的新的盈利模式,打破了互联网视频行业先“烧钱”后盈利的模式,实现了边盈利、边积累用户;如何利用自身优势,构建生态系统。本文对有效解决资金不足、技术落后、平台用户少、盈利模式单一等传统媒体尤其是地方传统媒体成功转型到互联网视频新媒体的几个重大难题,提供了有益的探索。
[Abstract]:With the continuous development of the Internet, media integration, cross-border convergence has become an inevitable trend. Traditional media face the challenge of drastic environmental change. In the process of changing the declining situation, dealing with competition, integrating resources and creating platform, how to integrate media with the help of the Internet and integrate across borders is a self-reshaping process that traditional media must complete. However, at present, most traditional media, especially local traditional media, have not found a practical development strategy to realize media integration and cross-border integration. As the predecessor of Chengdu Radio and TV Station TFTV, a state-owned traditional audio and video publishing house in Chengdu has been faced with the same severe problems for a long time. Through continuous exploration and innovation, Chengdu Radio and Television TFTV has gradually found a road of media integration and cross-border integration suitable for its own development, and by the end of 2016, The new media ecosystem of TFTV Internet was officially released at the 4th China Network Audio-Visual Conference, which realized the strategic transformation. In this paper, under the background of media integration and cross-border integration, based on the theory of strategic management, we will start with macro environment analysis, industry environment analysis, competition environment analysis, internal environment analysis. In this paper, the management tools such as EFE matrix and IFE matrix SWOT analysis model are applied to explain in detail the formulation, implementation, guarantee and evaluation of the new media strategy for TFTV Internet video in Chengdu Radio and Television Station. This article will discuss how to rely on the Sichuan characteristic culture, how to do the program content that Sichuan people like to watch, how to focus on the local market of Sichuan, how to exchange resources under the condition of lack of funds. With the Internet video giant to achieve localization of regional strategic cooperation, low-cost high-end technology platform, how to use the Internet video giant high-quality media channels, the way to distribute copyright content, promote the company brand, accumulate original fans; How to change the traditional media mode, which mainly depends on the second sale of the user's attention, and innovates by adopting the new profit model, which is based on the direct service business, which breaks the mode of "burning money" before making profits in the Internet video industry, and realizes margin profit. While accumulating users; how to make use of their own advantages to build an ecosystem. This paper provides a useful exploration for solving some important problems of traditional media, especially local traditional media, which are lack of funds, backward technology, few users of platform, single profit mode and so on, especially the local traditional media have successfully transformed to the new Internet video media.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.24

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