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目前,直播平台数量激增,网络直播业呈井喷式发展,而电视媒体作为视频内容的重要供应商,在这股直播“巨浪”面前虽看到利好,但囿于高昂成本和竞争压力,大多处于“隔岸观火”的状态,并未深度涉足。随着国家相关主管部门推出一系列监管举措,直播行业逐步规范,这也为电视媒体涉足网络直播打开了“机会窗”。本文试图利用SWOT分析工具对电视媒体涉足网络直播这一决策行为做一些理性分析。一、SWOT分析及其适用性
Currently, there has been a surge in the number of live broadcast platforms and the webcast industry has seen a spurt of growth. Television media, as an important supplier of video content, has seen good news in this live broadcast but has been facing high costs and competitive pressures , Mostly in the “shore fire watching” state, did not deeply involved. With the launch of a series of regulatory measures by the relevant state authorities, the live broadcasting industry has been gradually standardized, which has also opened the “window of opportunity” for the television media to get involved in the webcast. This article attempts to use the SWOT analysis tool to make some rational analysis on the decision-making behavior of the television media involved in the webcasting. First, SWOT analysis and its applicability