互联网时代传媒产业的消费群体和市场份额面临重新洗牌。媒体受众、广告客户、媒体自身以及其他产业资源都处于重置与整合的变化之中。该文以传统传媒产业为例,探讨传统传媒产业应对新兴传媒产业冲击的资源整合策略,以及由此带来的产业组织知识管理创新研究。 Internet era of the media industry, consumer groups and market share is facing reshuffle. Media audiences, advertisers, the media itself, and other industry resources are in the process of changing and integrating. This article takes the traditional media industry as an example to discuss the resource integration strategy that the traditional media industry should deal with the impact of the emerging media industry and the innovation of knowledge management of industrial organization brought by it.