传统媒体转型定位与策略

Transformation Location and Strategy for Traditional Media

对于传统媒体而言,媒介融合已是大势所趋,但从实践结果来看却鲜有真正的转型成功者。究其原因,在于面对复杂的市场环境和多变的媒介竞争对手,它们并没有找到自己在市场中的真正定位和优势所在,反而被层出不穷的互联网思维与概念所扰,以己之短博彼之长。对于传统媒体而言,当务之急是要在产品、平台、创新、受众与终端等五个衡量媒介竞争力的"维度"上,重新审视其在媒介融合过程中的真实定位与优势所在,找到互联网思维中真正适合自己的核心理念,确保媒介转型的顺利完成。

This paper is based on how to explain the phenomenon that traditional media can＇t succeed in the convergence with new media as media convergence is becoming the general trend. It was only because the traditional media do not find their location and advantage accurately while facing the complicated market environment and kinds of media competitors. Therefore, the traditional media must re-examine the core advantage in the five dimensions including product, innovation, audience, platform, and terminal, and find the ideas really suitable for them from internet thinking.