从T2O模式看电视内容融合电商的转型策略

发布时间：2018-04-05 04:30

本文选题：电视电商　切入点：TO　出处：《传媒》2017年19期

【摘要】：在"互联网+"大放异彩的时代,受到新媒体冲击的传统电视媒体如何用互联网思维转型升级,已成为一个严峻的问题。随着电商平台的腾飞,电视媒体电商化成为不少电视转型的新尝试:从F2O傍焦营销模式到T2O模式,进而到T2O2O模式,电视借力"互联网+"转型的尝试逐渐多样。本文首先梳理"电视+电商"的合作模式发展历程,进而着重研究T2O模式的现状和主要特征,在此基础上思考电视媒体借助电商转型的前景与挑战。
[Abstract]:In the era of "Internet", it has become a serious problem how to use the Internet to transform and upgrade the thinking of traditional TV media under the impact of new media.With the rapid development of e-commerce platform, TV media commercialization has become a new attempt of many TV transformation: from F2O near coke marketing mode to T2O mode, and then to T2O2O mode, the attempts of TV transformation with "Internet" gradually varied.This paper first combs the development course of the cooperation mode of "TV e-commerce", and then studies the current situation and main characteristics of T2O mode, and then thinks about the prospect and challenge of TV media transformation with the help of e-commerce.
【作者单位】：三亚学院传媒与文化产业学院;
【分类号】：F724.6;G229.2-F

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