CAJ | 학술논문

网络电视台是我国传统主流电视媒体进军互联网，实现台网融合的重要战略部署。其经营特点体现在：传播快捷，选择灵活，保存长久，即时反馈和互动分享。从产业链、内容生产、盈利途径三方面分析网络电视台的产业运营情况，其目前存在的困境主要是：资金缺乏，版权购买成本昂贵，界面缺乏个性，内容复制，商业模式模糊以及与视频网站存在矛盾，其未来发展对策是：发挥主流媒体舆论阵地作用，开发新营销渠道并进行技术研发和革新，同时整合优化区域间优势，实现国家网络电视台与民营视频网站的竞争与合作。
망락전시태시아국전통주류전시매체진군호련망，실현태망융합적중요전략부서。기경영특점체현재：전파쾌첩，선택령활，보존장구，즉시반궤화호동분향。종산업련、내용생산、영리도경삼방면분석망락전시태적산업운영정황，기목전존재적곤경주요시：자금결핍，판권구매성본앙귀，계면결핍개성，내용복제，상업모식모호이급여시빈망참존재모순，기미래발전대책시：발휘주류매체여론진지작용，개발신영소거도병진행기술연발화혁신，동시정합우화구역간우세，실현국가망락전시태여민영시빈망참적경쟁여합작。
The Network TV is an important strategy which China＇s traditional mainstream media enter into the Intemet and realize the network convergence. The main features of Network TV include rapid communication, flexible choices, long-term preservation, immediate feedback and interactive sharing. This paper describes the industry operation situation of Network TV from three aspects of its chains, content production and ways of profit. Theff~it analyzes present diffeculties such as lack of funding, expensive purchase cost of copyrights, lack of personalized interface, content replication, fuzzy business model and conflicts with the video sites. In the end, it indicates strategies in the future development： it should play an important role in the mainstream media, develop new marketing channels, promote technological research; progress and innovation, at the same time integrate and optimize advantages of inter-regional, promote competition and cooperation between ＂national team＂ and ＂private team＂ .