摘要/Abstract

在新媒体飞速发展的当下，传统主流媒体受到冲击已经是不争的事实，电视、报刊、广播等均面临严峻挑战。但这同时也给传统媒体的发展和进步带来了新的机遇，可能成为传统媒体发展革新的一个新的转折点。面对困境与机遇，传统媒体应该以更加主动的方式和姿态，对自己的角色进行重新定位。要以“关系业务”为导向将自身价值最大化，而不只是作为传递信息的“基础设施”。在正确定位的基础上，传统媒体才能在竞争中扬长避短，以正确的竞争策略争取自身的可持续发展。

Nowadays, the rapid development of new media brings traditional media serious challenges. Television, radio and newspapers are all facing a disappointing environment. However, this can also push traditional media’s reform and progress, promising to be a good turn-point for media. In such an environment, traditional media and its managers need to find their market position correctly. “Relationship” is the core of media’s business, rather than “infrastructure”，something that only transfers message to audience but no Interaction. Only bases on proper position can traditional media get advantages in the competition with new media.