融媒体时代下传统电视媒体用户思维的构建
The Construction of User Thinking of Traditional TV Media in the Era of Fusion Media

从传统媒体到现在的新媒体，新媒体技术赋予受众以接收者、生产者、传播者等多元身份，“受众”转变为“用户”成为新媒体语境下最活跃的传播因子，传播的主动权已逐渐向用户倾斜。因此，传统媒体不得不转换思维模式——从过去的“产品思维”转向“用户思维”，用户思维成为了传统媒体转型中的逻辑起点和归宿。而湖南卫视能够成为传统电视媒体转型的成功案例，也归因于其逐渐完善的用户思维，将用户思维贯穿于内容生产、渠道选择以及产业模式当中，构建了一个以市场为导向的媒介融合生态圈，湖南卫视的成功实践亦可为其他传统电视媒体转型提供借鉴。
From traditional media to the current new media, the new media technology gives the audience to the receiver, producer, disseminator and other multiple identities. The transformation from “audience” into “users” has become the most active communication factors in the context of the new media, and the initiative of communication has gradually shifted towards users. Therefore, traditional media have to change their thinking mode—from “product thinking” to “user thinking”, and user thinking has become the logical starting point and destination of traditional media transformation. The user mindset has become the logical starting point and destination in the transformation of traditional media. Hunan TV can become a successful case of traditional TV media transformation, but also due to its gradually improved user thinking, user thinking throughout the content production, channel selection and industrial model, to build a market-oriented media integration ecosystem, Hunan TV’s successful practice can also be a reference for the transformation of other traditional TV media.