An Analysis Of The T2O Model's Evolution For The Chinese Television Program

T2O,television to online,is a new mode that link the TV programs and electronic business platform.It's essence is the process that make the commercial marketing root in the television program content,then the content innovation lead the audience to the electrical business platform and finish the payment.T2O mode uses the Internet thinking ably,transforms the audience into online shopping platform consumers,the TV ratings into commodity yields,the content of the production into " real money".The T2O mode is not immutable and frozen,it is developing with the changes in the environment.From the policy environment,"Internet plus" strategy was included in the top-level design,the traditional economy of network economy and offline integration become the trend of development;from the economic environment,the steady growth of urban and rural residents disposable income,consumption to stimulate economic growth first,consumer awareness of Internet users in rural areas gradually,the rural development of e-commerce has great potential;from the social environment,rapid increase in the number of mobile end users,showing the audience for mobile media preference;from the technical environment,and improve the level of Internet mobile payment,pay the scan code,fingerprint payment,SMS payment,acoustic payments the implementation of the bank as well as traditional wearable devices and other payment methods continue to emerge,the mobile payment level provides great convenience for the retail network.At the same time,the media industry in recent years is faced with hitherto unknown challenge.On the one hand,the fierce competition.TV reality show,singing talent show to occupy the screen,homogenization and vulgarization can not be ignored,the audience aesthetic fatigue gradually.On the other hand,there is a rapid rise of the Internet,network video,webcast streaming TV more and more the audience,the traditional TV media revenue dropped.Under the influence of internal and external environment,the T2O model came into being.Chapter setting: in the introduction part,this paper explains the research background and significance,reviews the related research at home and abroad,explains the research methods and theoretical research used in this paper and presents the innovation.In the first chapter,the T2O model are described,including the understanding of the background and the traditional TV profitable way the comparative analysis.The second chapter will use case analysis and literature analysis method to sort out the T2O development in recent years,its development is divided into four stages: the original period,bud period,growth period,mature period,and detail every model elements.The third chapter mainly explains the springing up of the T2O model,the reason of development based on the rise of consumer culture and marketing related theory.In the fourth chapter,based on the analysis of the previous chapters,reflection and looking for the T2O mode,T2O mode appears in the concrete problems and future development of the Hope to find a better model for the T2O model and a more complete realization of the value chain,to provide a reference for the future development of Internet TV programs.