网络电视台的发展模式与市场策略分析——以中国时刻网和城市联合网络电视台为例

Analysis on Network TV Station＇s Development Model and Marketing Strategy

在三网融合的背景下,网络电视台是传统广电抢占融合业务先机的战略布局,是向新媒体转型的发展要求,更是向互联网视频领域发起的正面挑战,肩负着"争取网络视频业务主动权"和"主导网络舆论阵地话语权"的双重使命。本文结合对中国时刻网和CUTV的调研,对其发展模式、发展困境和市场策略进行了介绍与探讨。

Facing Three-Network Convergence,broadcasting of network TV stations is a strategy of traditional TV stations to seize convergence business,and is domestic demand of development to transform into omnimedia.Except advantages such as easily getting content and proprietary name,current network TV stations＇ development power and competition advantage are not outstanding.CUTV explores competition in the market and has a deep understanding of development model.This paper provides marketing strategy of developing predicament of network TV stations.