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20世纪末期兴起的网络传播以超乎人们想象的速度向前发展,作为新媒体的网络电视台也风起云涌,发展迅速。在增加投入,建设平台的同时,网络电视台开始面临的投资回报压力也越来越大,如何将拿到手的优质资源转变成用户规模进而形成有效价值回报?我们认为要以创新节目内容、提升节目质量为本,运用科学的品牌经营和营销手法、依靠团队的力量,实现经济利益和社会效益的最大化。
The rise of online communication in the late twentieth century progressed beyond the speed of people’s imagination. The network television station as a new media also surged and developed rapidly. At the same time of increasing investment and building platform, the pressure of return on investment of network television stations is also getting more and more pressured. How to transform the high-quality resources obtained from hand into user scale to form an effective return on value? We think it is necessary to enhance the program by innovating the program content Quality-oriented, the use of scientific brand management and marketing practices, relying on the power of the team to achieve economic and social benefits maximize.