Research On The Product Innovation Strategy Of Internet TV Media

The new media environment has changed the TV media industry drastically,the traditional TV media were upgraded to Internet TV media,media content was reduced to products.Internet TV media has been shocked by the substitute products and comparative advantage products,as a result that customers churn and profits are divided,so how to possess the competitive advantage become an urgent problem for internet TV media,the paper presents “the product innovation” is the key to solve the problem,it can services to differentiate its products to gain advantage in competition.This thesis focuses on Joseph Alois Schumpeter's “creation analysis”,using case study method and document literature.The article takes the Hubei Changjiang radio and Television New Media Groups as main research object and extracts successful experience at the domestic and foreign representative of the Internet TV media such as mangguo TV or BBC etc.By studying the product innovation strategy of the Internet TV media,On the one hand,offered the practical reference for achieving sustainable development of the Internet TV media,on the other hand,provided a new idea on the study of product innovation.Compared to the researchers stressed on the TV programs,the article research will focus on other products beside content product,so it will more comprehensive and more innovative.There are four types of products about the Internet TV media based on the product structure: access product,content product,service product and relational product.The access product innovation,it is heavily dependent on technical support,the new network interaction technique and decoding technology boost the creation of the media products.The content product innovation emphasizes the personalization and interactive,the purpose of content product innovation is oriented to profits and to meet the users' need,it can gain profits through the value chain extension and integration.In the present,relationship product innovation is to stimulate users to take part in the programs by various forms of interactive design.For that reason,it mainly needs to complete two steps: the first step is to define the field of users interactive,the second step is to guide the users interaction for stimulating them to spontaneous communication,only by this can we succeed.The most successful relational products can bring the high ratings of TV programs.Service product can be divided into personal?enterprises?society according to the research objects.Compared to personal service product,the enterprise is the directly force to increase the profits of TV media,It is necessary to enhance the service product innovation of the enterprises.The society service products will help to enhance the public faith of media and it is a reflection of media's responsibility.Through researching the innovation strategy of the four internet TV media products,It can be found that media products innovation were required highly focus on users' needs and to enhance the users' experience,it was done for gaining profits.In the product design,originality and interactivity are the two magic weapons to make value-added of products at the present stage,but it can't be denied that product innovation must face the risks and the challenges,so to valuate the value of products correctly and to put forward the strategy of product innovation is the necessary for the sustainable development of the internet TV media.