对我国传统电视媒体商业模式的探讨

XCLW53880  对我国传统电视媒体商业模式的探讨  (字数：7837)

摘要

互联网彻底改变了广播电视的传播渠道、收听模式与互动方式,在互联网媒体的激烈竞争下,广播电视要将互联网思维融入到新闻采集、编辑、制作、营销与播出等生产过程,改变单一依赖广告的商业模式,构建电子商务、视链模式、付费模式、衍生品开发模式等盈利方式,依靠互联网加内容、平台、终端、产权等发展战略,实现从传统媒体到新兴媒体的转型升级。电视传媒业是传统模式下非常重要的传播媒介之一，自1927年起第一台电视机在美国出现以来，电视传媒行业便开始逐渐成型，并随着时代的发展逐渐形成全球化的传媒行业。尽管，中国电视传媒行业因多种原因的限制，起步较其他发达国家相比相对较晚，但历经了几十年的发展，中国电视传媒行业发展较为迅速，并形成了一定的规模和独特特征。

但互联网技术广泛应用，以及手机等智能设备的逐渐普及，极大的冲击了全球电视传媒行业的发展，中国的电视传媒行业也不能免俗，因此整个电视传媒行业的发展都将面临艰巨的挑战，而也正是因为互联网时代的到来，电视传媒行业的发展是否真的有发生变革的契机也未可知。当电视传媒行业能够形成全新的传媒方式，并应用在互联网时代，那么，全新的传媒行业将会更加积极、健康的发展。本文基于传统电视传媒行业的运营模式与现代电视传媒行业的运营模式做分析，探讨传媒行业商业运营模式的构建，并完成电视传媒行业的整体转型与升级。

关键词： 互联网+； 广播电视； 商业模式； 转型升级； 

Abstract

Changed the transmission of radio and TV channels, the Internet listening modes and interactive way, under the fierce competition in the Internet media, radio and television to Internet thinking into the broadcast news gathering, editing, production, marketing and production process, such as change the business model of the single rely on advertising, build e-commerce, depending on the chain, payment model, derivative development model such as profit way, relying on Internet content, platform, terminal, property rights, such as development strategy, to realize the transformation of from traditional media to new media. Television media industry is one of the most important communication media under the traditional mode. Since the first television set appeared in the United States in 1927, the television media industry has gradually taken shape and gradually formed a global media industry with the development of The Times. Although China's TV media industry started relatively late compared with other developed countries due to restrictions of various reasons, after decades of development, China's TV media industry developed rapidly and formed a certain scale and unique characteristics. 

But Internet technology is widely used, and the growing popularity of the smart devices such as mobile phone of the biggest impact of the global media industry, the development of China's TV media industry also cannot avoid custom, therefore the whole development of TV media industry will be faced with daunting challenges, but also because of the arrival of the age of the Internet, the development of TV media industry whether there really is an opportunity to change is not clear. When the television media industry can form a new way of media, and applied in the Internet era, then, the new media industry will be more positive and healthy development. Based on the operation mode of traditional TV media industry and the operation mode of modern TV media industry, this paper discusses the construction of the commercial operation mode of media industry and completes the overall transformation and upgrading of TV media industry.

Keywords: internet +; broadcast television; business model; transformation and upgrading;

目录

绪论 1

一、对我国传统电视媒体商业模式的探讨 2

（一）研究背景与意义 2

l.研究背景 2

2.研究意义 2

（二）研究思路 2

二、传统电视传媒的商业模式 3

（一）广告模式 3

（二）收费模式 3

（三）电视购物模式 4

三、现代电视传媒的商业模式 4

（一）数字电视商业模式 4

（二）手机电视商业模式 4

（三）网络电视商业模式 4

（四）传统、现代电视传媒的优劣势分析 5

四、基于六要素的电视传媒商业模式构建 5

（一）业务系统 5

（二）定位 5

（三）赢利模式 5

（四）关键资源能力 6

（五）现金流结构 6

（六）企业价值 6

结论 7

参考文献 8