微型纪录片在新媒体与传统媒体博弈中的挑战与机遇——以凤凰卫视《丝路文明》为例

Mini Documentary's Challenges and Opportunities in Game between New Media and Traditional Media

以凤凰卫视推出的《丝路文明》系列节目为例,借助SWOT分析方法,从现象和具体内容分析电视微型纪录片在新媒体和传统媒体不断争夺市场份额环境中具有的优势、劣势,及所面临的挑战和机遇,在此基础上,探寻电视纪录片在市场环境中以表现手段的故事化,生产类型的多样化,营销手段的分类化等方面更加稳健、持续地发展。

Taking the Phoenix Satellite Television ＂The Silk Road Civilization＂ as an example, using SWOT analysis method, from the perspective of phenomenon and specific content, this paper analyzes advantages and disadvantages, challenges and opportunities mini documentary has in the competitive market environment of new media and traditional media, which has, and faces the. On this basis, this paper explores how television documentary develops steadily and sustainably in the market environment.