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广电APP既是移动互联网入口,也是媒体融合的产品突破点。媒体融合发展已进入加速期,广电媒体近年来一直努力在移动客户端寻求“弯道超车”的爆发点。本文基于媒体融合视角,并结合相关案例分析,将广电APP的相关运营策略归纳为“三十六计”进行探讨,即以重构用户关系为逻辑起点,构建三大平台(信息资讯平台、生活服务平台和社交互动平台),深耕十种战术,探索场景化、产品化、个性化、在地化、视(音)频化、数据化、交互性、互动性、智能化、服务性等实践法则,回归网络舆论宣传的“短、实、新”“时、度、效”六类本性。
Radio and television APP is both a mobile Internet portal, but also a breakthrough product of media convergence. Media convergence has entered an accelerated period, broadcasting media in recent years has been trying to find a mobile client in the “cornering overtaking” of the outbreak. Based on the perspective of media convergence and the related case analysis, this paper summarizes the relevant operating strategies of the radio and television APP as “36 gauge ”, that is to start with the reconstruction of the user relationship as a logical starting point to build three platforms (information and information platform, Life service platform and social interaction platform), cultivating ten kinds of tactics and exploring scenarios, products, personalization, localization, visualization, audio, data, interaction, interaction, intelligence, service, etc. Practice law, return to public opinion on the network “short, real, new ” “degree, efficiency ” six kinds of nature.