“互联网+”时代传统媒体如何重构渠道和内容

Reconstructing the Channels and Content of Traditional Media in “Internet + ”Era

互联网技术的演化及新兴媒体地层出不穷,给传统媒体的转型发展创造了机遇,也提出了更高的要求。日趋式微的传统媒体如何利用互联网的结构性力量来改变逐渐流失的受众市场和广告份额,打通信息传播环节之间的屏障,不仅需要媒介运营理念的革新,也需要对新的媒介环境下的信息传受方式、用户关系重新认识,并以互联网思维重新构建其新型的信息传受方式、用户关系及盈利模式,寻求新媒体夹击之下的自身突围。

The changes in Internet technology and new media bring forward higher requirements for traditional media whose power and influence have been declining. In order to use the structural strength of the Internet to enlarge the target audience and secure the share of advertisement profit against the backdrop of challenges and threats posed by new media, the traditional media should consider how to break through all the barriers standing ahead, attempt to introduce conceptual innovation and original elements in its operation, as well as reconstruct novel methods in information dissemination, establishing new relationships with the users and building up new profit models.