儿童电视频道品牌发展战略研究

发布时间：2018-01-20 01:17

本文关键词： 儿童电视品牌 (G22)　出处：《复旦大学》2009年硕士论文　论文类型：学位论文

【摘要】： 2004年3月,国家广电总局发出《关于开办少儿频道的通知》,要求中央电视台要进一步办好少儿频道,各地要切实抓好中央电视台少儿频道的落地、覆盖工作；省(区、市)和副省级城市电视台要创造条件逐步开设少儿频道。此后,在全国掀起开设少儿频道风潮,全国30多个省市区开办了少儿频道,少儿栏目也如雨后春笋般出现。我国少儿频道、少儿栏目的快速发展,预示着我国儿童电视事业的新的发展前景。一方面,儿童电视事业蓬勃发展,另一方面,儿童电视品牌化进程刚刚起步,有很多问题需要去思考和探究。制定合适的儿童电视频道品牌发展战略,对我国儿童电视的长远发展具有重要意义。本文主要以少儿频道为研究对象,拟从我国儿童电视的历史和现状出发,认识目前我国儿童电视发展的基本特点和发展规律,运用SWOT分析法来分析目前我国儿童电视事业的优势、劣势和面临的机遇、威胁,并在此基础上提出儿童电视频道品牌发展战略,最后结合上海哈哈少儿频道的案例,研究和分析儿童电视频道品牌发展战略的应用和效果。
[Abstract]:In March 2004, the State Administration of Radio, Film and Television issued a "Circular on the opening of Children's channels," urging CCTV to further run children's channels, and all localities should earnestly grasp the landing of CCTV's children's channels. Coverage of work; Provinces (districts, municipalities) and deputy provincial city television stations should create conditions for the gradual opening of children's channels. Since then, there has been a wave of children's channels throughout the country, and more than 30 provinces and municipalities have set up children's channels. Children's programs also sprang up. The rapid development of children's channels and children's columns heralded the new development prospects of children's television in China. On the one hand, children's television business flourished, on the other hand. The process of children's television brand has just started, there are many problems to be considered and explored, and to formulate a suitable children's television channel brand development strategy. It is of great significance to the long-term development of children's television in China. This paper mainly takes children's channel as the research object, and intends to proceed from the history and present situation of children's television in our country. This paper analyzes the advantages, disadvantages, opportunities and threats of children's television industry in China by means of the SWOT analysis method, which is based on the understanding of the basic characteristics and development rules of the development of children's television in China at present. On this basis, this paper puts forward the brand development strategy of children's TV channel, and finally studies and analyzes the application and effect of the brand development strategy of children's television channel with the case of Shanghai Ha-ha children's channel.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222-F

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