新媒体时代电视发展的困境及对策研究

发布时间：2018-01-05 01:29

本文关键词：新媒体时代电视发展的困境及对策研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着世界范围内网络、无线等科学技术的进步,人类社会逐渐向数字化、网络化发展,新媒体时代到来了。在新媒体时代,媒体内容生产、媒体使用范围等都发生了巨大的变革。新媒体对电视媒体造成了冲击,新媒体形式的大量产生使电视媒体的地位发生变化,以往大众式的电视媒体已经无法满足受众的需求,人们对电视媒体的依赖性逐渐下滑;电视媒体的高端人才近几年来大量流失,电视媒体的核心竞争力变得越来越弱。由于核心竞争力的缺乏,电视媒体的创新能力也每况愈下。电视节目收视率急速下降,受众和广告商将视线转向新媒体,电视媒体广告的市场份额被侵蚀,这种发展趋势已经成为当今的主流。电视媒体与新媒体的融合虽然具有很大的前景,在技术、产业方面都有融合的可能,但是电视媒体与新媒体之间的差异性仍不容忽视,这些差异使得电视媒体日后在政策、资本投入、盈利模式、技术应用等方面面临诸多不确定因素。本文综合运用广告学、传播学等不同学科的知识,采用文献阅读法、个案分析法以及逻辑和历史相统一的方法,通过分析新媒体时代电视媒体发展现状,对电视媒体所处的宏观环境、市场环境和内部环境等进行总结,归纳出新媒体时代电视媒体的发展困境,并针对这些困境提出相应的发展对策,旨在为我国电视媒体的发展贡献一点建议和策略,保持电视媒体的竞争优势。对于新媒体的冲击,电视媒体应该实现内部制度转型,改变管理者思维方式,改善电视媒体工作者的职能;国家和政府应根据我国的国情,尊重行业规律、产业规律和市场规律,为电视媒体的发展给予政策方面的支持;电视媒体应以内容为王,提高节目内容的质量和观众对节目的喜爱程度,电视媒体的节目应当准确定位观众群体,体现鲜明的特色;在新媒体高速发展的背景下最大程度的迎合观众们对电视内容的不同需求,善于利用自己的内容资源优势、物质条件、技术手段等,并结合新媒体的优势,取长补短,尽量满足观众的多样化需求;努力赶上媒体融合的潮流中,形成新媒体观念,与新媒体形式取长补短,优势互补,一起探索发展新机制新模式;对人力资源体系进行符合市场化、职业化的改进,打造高效的运营人才团队,明确各部门的内容负责制度;坚持创新发展,注重受众对内容的感受,充分利用各类电视节目内的文化资源;加大电视植入广告的研究水平,提高广告效果、设计满足市场用户需要的广告产品吸引广告主投资、建立符合市场用户需求的广告模式,提高广告收入。
[Abstract]:With the progress of science and technology in the world, such as network and wireless, the human society is gradually developing to the digital, network, new media era. In the new media era, media content production. The scope of media use has undergone tremendous changes. New media impact on the television media, the emergence of a large number of new media forms of television media status changes. In the past, mass TV media has been unable to meet the needs of the audience, people's dependence on television media has gradually declined; In recent years, the high-end talents of TV media have been losing a lot, and the core competitiveness of TV media has become weaker and weaker, because of the lack of core competitiveness. The innovative ability of the television media is also deteriorating. The ratings of TV programs have dropped rapidly, the audience and advertisers have turned their attention to new media, and the market share of television media advertising has been eroded. Although the integration of TV media and new media has great prospects, there is the possibility of integration in technology and industry. However, the differences between TV media and new media can not be ignored. These differences make the television media in the future in the policy, capital investment, profit model. There are many uncertain factors in the application of technology. This paper uses the knowledge of different subjects such as advertising, communication, literature reading, case analysis and the method of logic and history. Through the analysis of the current situation of TV media development in the new media era, this paper summarizes the macro environment, market environment and internal environment of TV media, and concludes the development dilemma of TV media in the new media era. In order to contribute some suggestions and strategies to the development of TV media in China, and to maintain the competitive advantage of TV media and the impact on new media, this paper puts forward corresponding development countermeasures to these difficulties. TV media should realize the transformation of internal system, change the way of thinking of managers, and improve the functions of TV media workers. The state and government should respect the laws of industry, industry and market according to the national conditions of our country, and give policy support for the development of TV media. The TV media should take the content as the king to improve the quality of the program content and the degree of the audience's liking for the program. The TV media program should accurately locate the audience group and reflect the distinct characteristics. In the context of the rapid development of new media to meet the audience's different needs of television content, is good at making use of their own content resources, material conditions, technical means, and combined with the advantages of new media. Learn from each other and try to meet the diverse needs of the audience; Make great efforts to catch up with the trend of media integration, form new media ideas, learn from each other's strengths and complement each other with new media forms, and explore and develop new mechanisms and new models together; Human resources system in line with the market-oriented, professional improvement, to create an efficient team of operational personnel, clear the content of each department responsible for the system; Insist on innovation and development, pay attention to audience's feeling of content, make full use of the cultural resources in all kinds of TV programs; We should increase the research level of TV placement advertising, improve the advertising effect, design advertising products to meet the needs of market users, attract advertisers to invest, establish advertising models that meet the needs of market users, and increase advertising revenue.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.2

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