经营的本质,就是要为用户创造价值,并且有能力为这种价值收费。那么,电视创造了什么价值?电视为受众提供丰富的文化产品,电视怎么收费?靠广告收费,这就是麦克卢汉的二次售卖理论。电视凭借这种成熟的模式,已经繁荣了半个世纪。但是,今天,这种模式正在遭遇冲击。一、媒体广告已是一片红海电视最大的冲击来自新媒体,互联网新媒体骑着资本的高头大马,向电视、报纸等主流媒体发起一轮又一轮的进攻,上游抢受众,下游抢广告。 The essence of business is to create value for users and to be able to charge for such value. So, what is the value of television? Television for the audience to provide rich cultural products, how to charge TV? Ad charges, which is McLuhan’s second sale theory. Television has thrived for half a century with this sophisticated model. But today, this model is being hit. First, the media advertising is a red sea television biggest impact from the new media, Internet new media ride capital of Malaysia, to the television, newspapers and other mainstream media launched a round of attacks, grab the upper reaches of the public, downstream grab advertising.