Build Television O2O Operation Pattern On Media Integration Age

Platformization of the traditional media is a new way to do the media integration, which is new direction lead media transformation. As I know, on operational level, the media with truly internet thinking not only should build the concept of the product also the service of the product. A media with product thinking, customer thinking and platform thinking will create true value in future. This paper take TV media as study object, analyze O2O business model on operational level. Relocate the TV media operation pattern by SWOT analysis. Initially Build TV media operational structure after analyze the no-TV media company SUNING and TV media company HUNAN TV. One of the conclusions from what I study is building O2O model need the transform from audience to customer and the transform from program to platform. Internet thinking including communication structure, personality marketing, accurate service, and digital marketing strategy are both necessary for building TV media O2O pattern. The importance of applying O2O pattern are raising the concept of product, building the "PGC+UGC" production structure, finish the matrix social media platforms of new media and the CRM system. It is important to note that because of the uniqueness of the TV media, TV media facing the social challenge and business challenge when it integrate with O2O pattern. The challenge can be management issue, over development, Resource overload etc. In order to analyze how could TV media building self-media platform by using internet thinking, this paper integrate knowledge from Communication, media economics, economics and management, which benefit for TV media adding value system. Duration analytical process, I propose some items and idea including TV media platform, optimization the structure of TV industry, the value of creativity media, in some degree, for which I hope could help studies among media transformation.