Research On The Strategies Of Dalian Radio And TV Station To Network Convergence

In September 2015, the general office of the State Council issued the" triple play promotion program". Network convergence as a major component of the triple play, just as its name implies, which is refers to the integration of radio and television stations and the Internet. Network convergence is the traditional radio and television media with the help of the new model of the Internet complement and continuity, in order to make up for the traditional radio and television media in the transmission of linear communication. To promote the continuous development of the network convergence factors is not only the innovation of science and technology, the need of audience, competitive pressure, policy support and other external environmental effects, but also has its own development needs and enhance competitiveness and other internal power. At present, the network convergence's pattern mainly from technology, content, channels, ownership, strategic media fusion five aspects as a breakthrough, with the characteristics of the network of information dissemination, terminal equipment function diversification, the marginalization of the traditional media industry and so on.For the media industry, especially the research of the radio and television station, not only limited to the theoretical level, but also should pay more attention to its practical significance is to provide reference for the development of local radio and television station. In this paper, based on the status quo of Dalian radio and television station network convergence. Through the combination of theoretical research and the field investigation, comprehensive utilization and assimilate of the relevant information and the existing research result so that teasing Dalian radio and television station network convergence's development process, characteristics and typical case analysis, which is based on data, through the survey of the use of the audiences, ratings and channel programs click through rate, advertising coverage business conditions, discussing those problems under the background of media convergence further Dalian radio and television station network convergence of existing content of the lack of competitiveness, interaction effect is not obvious, profit model single and the causes of these problems include management idea lag, lack of macro integration scheme, extend the industrial development is insufficient and so on.This paper selects three domestic and foreign media network convergence cases, through the success of the BBC, the Hong Kong Phoenix all media and Shanghai Wenguang group transformation, summed up the referential experience for Dalian Radio and television station under the integration mode, system and mechanism and profit structure. Finally, compared with the existing problems and causes, to explore the suggestion that the implementation of innovative financial media, platform strategy, the reconstruction of industrial chain countermeasures. Hope to be able to Dalian radio and television station network convergence in-depth development of some help.