中国电视媒体竞争格局下辽宁电视台品牌战略研究

发布时间：2018-06-13 10:46

本文选题：电视媒体 + 竞争格局　；参考：《东北大学》2009年硕士论文

【摘要】：自1989年到1999年,31个省级电视台全部实现频道上星,由此形成我国电视业的基本结构：中央电视台—省级卫视—省级地面频道—地市电视台,逐步建立一张交叉重叠的全国性卫星电视网络。省级台是中国电视业的重要力量和关节点,其中只有省级卫视具备了跨区域发展的物质基础。省级卫视借助卫星技术实现了本省强势覆盖和外省部分覆盖,在理论上己经具备强大的衍生价值,可以主打具有优势权的本省市场,还可以兼顾区域或全国市场。随着省级卫视的崛起和央视的频频改版,中国电视业逐渐打破了以往“央视为主,一家为大”的旧电视格局,中国的电视媒体市场化程度急剧加强,再加上境外媒体开始大力进军中国电视市场,整个中国电视市场可谓内煎外困,逐渐进入“强者越强,弱者出局”的份额竞争时代。中国的电视业已经进入一个重要的产业结构调整和改革的转型期,电视格局面临重新洗牌。本文根据我国电视媒体竞争的几大领域：新闻节目竞争、电视剧竞争、专题节目竞争、体育节目竞争、综艺娱乐节目竞争和电影节目竞争的实际情况,详细分析个市场的竞争格局。与此同时,结合辽宁电视台实际情况,对辽宁电视台进行SWOT分析,得出辽宁电视台应该走品牌化发展的道路,辽宁电视台实施品牌战略时,要通过市场定位,提高节目质量,打造品牌主持人,市场营销等措施,把品牌战略落到实处。
[Abstract]:From 1989 to 1999, 31 provincial TV stations all realized the channel to star, which formed the basic structure of China's television industry: CCTV-Provincial Satellite TV-Provincial Terrestrial Channel-prefectural TV Station. Gradually establish a cross-overlapping national satellite television network. Provincial TV station is an important power and key point of Chinese TV industry, among which only provincial satellite TV has the material foundation of cross-regional development. The provincial satellite TV has realized the strong coverage of the province and the partial coverage of the province by means of satellite technology. In theory, it has strong derivative value and can focus on the provincial market with advantages, and can also take into account the regional or national market. With the rise of provincial satellite TV and the frequent revision of CCTV, the Chinese television industry has gradually broken the old television pattern of "CCTV is the main, one big", and the degree of marketization of Chinese TV media has been strengthened sharply. In addition, the foreign media began to vigorously enter the Chinese television market, the whole Chinese television market can be described as the inside and outside difficulties, gradually entered the "strong, weak out" share competition era. China's television industry has entered an important industrial restructuring and reform of the transition period, television pattern is facing a reshuffle. According to the actual situation of the competition of Chinese TV media in several fields: news program competition, TV series competition, special program competition, sports program competition, variety entertainment program competition and movie program competition, A detailed analysis of the competitive pattern of the market. At the same time, according to the actual situation of Liaoning TV station, the SWOT analysis of Liaoning TV station is carried out, and it is concluded that Liaoning TV station should take the road of brand development. When Liaoning TV station implements brand strategy, it should improve the program quality through market orientation. Create brand host, marketing and other measures to implement brand strategy.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G229.24-F

【参考文献】