近年来,新媒体的崛起为大众获取信息提供了更为方便快捷的途径,原有的广告份额被大量分流到新媒体,让国内电视台面临历史上少有的困难期,不得不转变并创新经营模式。营销作为电视节目在电视台播出后的二次市场开发,无疑成为弥补广告流失的重要手段。纪录片作为电视节目的特殊形态,其人文价值和历史价值,决定了自身的经济价值,无论是在国内国外或是在新媒体营销中均有很大的优势。纪录片走商业化道路,对于电视台 In recent years, the rise of new media has provided a more convenient and quick way for the public to obtain information. The original share of advertisements has been diverted to new media in large numbers, leaving domestic television stations facing rare historical difficulties and having to change and innovate their businesses mode. Marketing as a television program in the television broadcast after the secondary market development, will undoubtedly be an important means to make up for advertising loss. Documentary as a special form of television programs, its humanistic value and historical value, determines its own economic value, both in domestic and foreign markets or in new media marketing has great advantages. Documentary go commercial, for television