广电APP运营策略“三十六计”

发布时间：2018-01-10 06:12

本文关键词：广电APP运营策略“三十六计”　出处：《中国广播电视学刊》2017年06期 　论文类型：期刊论文

【摘要】：广电APP既是移动互联网入口,也是媒体融合的产品突破点。媒体融合发展已进入加速期,广电媒体近年来一直努力在移动客户端寻求"弯道超车"的爆发点。本文基于媒体融合视角,并结合相关案例分析,将广电APP的相关运营策略归纳为"三十六计"进行探讨,即以重构用户关系为逻辑起点,构建三大平台(信息资讯平台、生活服务平台和社交互动平台),深耕十种战术,探索场景化、产品化、个性化、在地化、视(音)频化、数据化、交互性、互动性、智能化、服务性等实践法则,回归网络舆论宣传的"短、实、新""时、度、效"六类本性。
[Abstract]:Radio and TV APP is not only the entry point of mobile Internet, but also the breakthrough point of media convergence. The development of media integration has entered an accelerated period. In recent years, the radio and television media have been trying to find the "corner overtaking" in mobile client. This paper is based on the perspective of media fusion, and combined with the relevant case analysis. The related operation strategy of radio and television APP is summed up as "36 tactics", that is to say, three platforms (information information platform, life service platform and social interaction platform) are constructed based on the logical starting point of reconstructing the user relationship. Deep tillage ten tactics, explore scene turn, produce, personalize, turn in the ground, see (sound) frequency, data, interactivity, interactivity, intelligence, service and so on practice law, return network public opinion propagandizing "short". Real, new "time, degree, effect" six kinds of nature.
【作者单位】：厦门理工学院文化产业与旅游学院;集美大学计算机工程学院;
【基金】：国家新闻出版广电总局2016年度广播影视社科研究重点项目“融合背景下广电媒体舆论引导能力建设研究——基于广电APP产品的视角”〈项目编号:GD1618〉厦门理工学院高层次人才引进社科研究项目〈项目编号:YSK16010R〉的研究成果
【分类号】：G220.7
【正文快照】： 作为广电媒体占领移动互联网的有效渠道之一,APP既是移动互联网入口,也是媒体融合的产品突破点。媒体融合发展已进入加速期,广电媒体近年来一直努力在移动客户端寻求“弯道超车”的爆发点。自2009年开始,广电APP发展经历了萌芽阶段、2012-2014年的爆发阶段和2014年至今的融合

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