An Analysis Of The T2O Business Model For Chinese Television Media

The rise of the new media with the core of the Internet information technology has promoted the development of television media convergence, and the traditional television media profit model with the core of the secondary sales can not meet the needs of the television media any more. The T2O TV media is generating new business model under the adaptation of the Internet. The T2O TV media business model takes the TV users as its core and through the multi-screen between the TV and the e-commerce to carry out the dual-platform interaction to profit by cooperation and synergy to profit. Based on the Value Net Theory, the components of T2O television media business model include value network, value proposition, value realization and value maintenance. Because the main subjects of interest are complex, so the T2O TV media business model needs to be established with a more rational organizational structure and divisional functions as well as a stable structural contacts and contracts.As a new business model, The T2O TV media business model's development has been not only affected by the development of its own Internet technology, audience demand changes, the degree of competition in the industry and the capital operation conditions and other factors, but also has been constrained by the external effects included the level of economic development, cultural consumption environment, external policies, laws and regulations and other factors. The T2O TV media business model in China is developing in the initial stage, there are still many problems. Firstly, the value of positioning is fuzzy, and it is difficult to be recognized; secondly, the overall coordination is poor and there no long-term planning; thirdly, the conversion rates of the content products and service consumption are low, and the liquidity is weak; fourthly, the business model is lack of innovation and isolation mechanism. In order to solve these problems, the TV media business model needs to be established with a complete systematic optimization measures based on the basic elements. At first, use the communication of audience segmentation to explicit the value proposition. Use the large data thinking and innovate the traditional audience analysis methods, and imply the precision marketing to establish a kind of personalized communication service system. Second, use the modular operator to activate the value network. Reasonably decompose the modular functions of products or services, which make the rigid products or services production model change into a flexible one to create a "TV Media+" industry cluster. Third, use the platform development to realize the value of security. The core of platform construction is to build a kind of business ecosystem aggregate resources while creating a kind of fans economic to realize the conversion between the strong and weak relationship to get the maximum profit. Fourth, use the collaborative development effort to improve the value of maintenance. The improvement of the T2O TV media business model needs to strengthen the copyright protection, so as to provide an intellectual support on promoting the TV industry reform, the implementation of product manager system, and cultivate innovative talents.