新媒体环境下中国电视栏目互动营销研究

Chinese Television Programs' Interactive Marketing under the New Media Environment

在新媒体时代,随着新型传播媒介不断涌现,电视媒体面临的竞争越来越激烈,电视媒体传统的霸主地位受到了挑战。对于电视栏目而言,要迅速适应新媒体时代的激烈竞争,就要对节目的理念和形式不断进行创新,同时也要积极加强电视栏目的营销和推广。唯有如此,才能在众多的电视栏目中脱颖而出,形成核心竞争力。

In the new media age, along with the emergence of new media technologies, the competition faced by traditional television media is becoming increasingly tense, and television media＇ s traditional ascendant position has undergone a severe challenge. In order to adapt to fierce competitions in the new media age, television programs have to constantly innovate in terms of program positioning and program forms and actively strengthen marketing and promotion initiatives. Only in this way can television programs stand out among their peers and cuhivate their core competitiveness.