一、引言伴随媒介融合的发展和文化体制改革的推进,我国广电媒体所处的技术环境和制度环境正在迅速发生变化。广电媒体一方面需要紧密结合新媒体新业务的开展加快科技创新步伐,应对其他传输手段和新媒体的竞争。另一方面需要完成向现代传媒的转变,将运营重点逐步从操作层面向管理和战略层面延伸。本文聚焦于战略转型期的广电媒 I. INTRODUCTION Accompanying the development of media convergence and the promotion of the reform of the cultural system, the technical environment and the institutional environment in which the media of our radio and television are located are rapidly changing. On the one hand, radio and television media need to closely integrate the development of new businesses in new media to speed up the pace of technological innovation and cope with the competition of other transmission means and new media. On the other hand, it needs to complete the transition to the modern media and gradually shift its operational focus from the operational level to the management and strategic level. This article focuses on the broadcasters in the strategic transformation period