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互联网、移动多媒体、楼宇电视以及各种数码终端的不断出现,对于传统电视产业来说无疑是一大挑战。新媒体不仅分流了大量的电视受众,同时也在逐步侵蚀电视的广告市场份额,威胁其传媒行业龙头的地位。网络的互动性、数码的娱乐性,改变着企业营销理念,数位化营销已经成为未来营销的主流趋势。面对新媒体的挑战,电视媒体必须充分树立创意和整合意识,才能在数位化营销时代保持固有的强势地位。
The continuous emergence of the Internet, mobile multimedia, building television and various digital terminals is undoubtedly a challenge for the traditional television industry. The new media not only diverts a large number of television audiences, but also gradually erodes the television’s advertising market share and threatens its position as the leading media industry. Network interaction, digital entertainment, changing the concept of corporate marketing, digital marketing has become the mainstream of future marketing trends. In the face of the challenges of new media, the television media must fully establish the awareness of creativity and integration in order to maintain its inherent position in the digital marketing era.