I don't know that I ever really considered Star Trek as first and foremost a big screen blockbuster movie type property. Since it came from TV, I always viewed the Movies as a bit of a "Bonus".
Imagine if they tried to take something like Dr. Who exclusively to the big screen, I would think they would have to transform it in a similar way... make it appeal to a broader, world wide market, flash it up etc.
Typically, big hit movies translate down to TV, not the other way. So maybe they do have a strategy. Maybe your right they want to build Star Trek into a more main stream type property that generates revenue from the big screen. If they capture enough of peoples imagination and attention, then once they are done with Movies, they can take it back to TV?
I kind of thought that was CBS/Paramount's goal all along, I'm actually surprised you didn't and I'm wondering if others felt the same as you which could explain why fans are still at odds with Abrams Star Trek?
I think they would have a strategy. Up until now that seems to have been keeping Star Trek special, not over doing it and throwing everything at an audience but allowing JJ Abrams the time to develop modern day Star Trek so that people are highly excited to see it return. Beyond Star Trek Into Darkness pretty much hangs on how this movie does but I'd be gob-smacked if it didn't do better than the 2009 movie. Assuming it does well (which it will), there will be a third movie, of which I'm certain Roberto Orci, Alex Kurtzman and Damon Lindeloff will be writing. JJ Abrams and Bryan Burke will for sure be back to produce and well it's either Abrams or someone Abrams likes and trusts who'll be stepping into direct. I think CBS and Paramount will be looking at other ways to bring Star Trek to an audience and have done so already by developing the Star Trek game themselves...
Clearly a lot of talk has been on returning Star Trek to the TV and I'm sure that has been quietly talked about in meetings at Paramount and CBS. I would suspect we're a little way off before a new TV series is green-lit but clearly it won't be a new season of ENTERPRISE. It'll be something new and I'm guessing offered to JJ Abrams Bad Robot to develop, quite possibly under the guidance of a new team but overseen as an executive producer by JJ Abrams (similar to how Spielberg handles Jurassic Park and Transformers I'm guessing). Before that I really do expect an Animated Series to be announced - that's possibly the only way I can see old Star Trek actors like Scott Bakula and the cast of Enterprise back either to voice versions of their characters or different characters all together. I think essentially an Animated Series would be based on Kirk and Spock et-al, because those are the household names of Star Trek but there's nothing stopping Paramount/CBS from taking characters from Enterprise and giving them new lease of life that way but whilst Star Trek is always going to be as exciting for long-time fans, certainly Star Trek is for a new audience now, it can't just jump back into season 5 of an old show expecting the audience to understand what's happening.
What comes next will be brand new and something you can get into at first without knowing everything there is to know about Star Trek's 50 year history.