目前传统媒体正面临全面转型的困境和挑战,转型中,传统媒体外部遇到自媒体的冲击,内部存在版权意识淡漠、体制束缚、营销模式滞后等问题。在传统媒体走出困境的路上,媒体机构要高薪留住人才;媒体人要提高职业操守;尊重新闻伦理做到有法必依;媒体小众及分众化道路是条捷径。在转型中,品牌公信力和技术人才是关键。传统媒体转型中遇到诸多误区,避雷而行,合理转型,前途乐观可待。 At present, traditional media are facing the difficulties and challenges of full transition. In the transformation, the externalities of traditional media are confronted with the impact from the media, the indifference of copyright consciousness, the restraint of the system and the lag of marketing mode. In the traditional media out of the dilemma on the road, the media agencies to retain high salaries; media people to improve their professional ethics; respect the ethics of news to be law-based; media niche and the road to separation is a shortcut. In the transition, brand credibility and technical personnel is the key. In the transformation of traditional media, many misunderstandings have been encountered, such as lightning and reasonable transformation and optimistic prospects.