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当今社会,网络媒体以其新兴的与众不同的传播方式,在改变着人们的信息共享方式,促进社会经济发展,丰富人们日常生活等诸多方面发挥着越来越重要的作用。在这个背景下,电视媒体十分注重对自身网络平台的建设。自上个世纪90年代中期以来,从中央电视台到全国各省市级电视台乃至部分县级电视台都陆续建立起自己的在线传播平台——电视媒体网站。综观目前我国各类电视媒体网站,尽管经过几年的摸索与经营,大多已具备一定的规模,但是在媒体网络平台的价值认知和品牌经营的具体策略上,
In today’s society, online media, with its new and unusual modes of communication, play an increasingly important role in changing many aspects of people’s information sharing, promoting social and economic development, and enriching people’s daily life. In this context, the television media paid great attention to the construction of its own network platform. Since the mid-1990s, CCTV has set up its own online media platform - CCTV website from CCTV to all provincial and municipal TV stations in China and even to some county-level TV stations. Looking at all kinds of TV media websites in our country, though after years of exploration and management, most of them already have a certain scale. However, on the value recognition of media network platforms and specific strategies of brand management,