专家面对面栏目管理研究

发布时间：2018-05-14 03:12

本文选题：专家面对面栏目 + 农业科普节目　；参考：《河北工业大学》2015年硕士论文

【摘要】：我国对农电视节目无论在频道数量,还是收视率水平方面都在电视频道中处于劣势,甚至还有一些省市地区的电视频道没有单独的对农节目。尤其在当代受商业利益的驱使,各类电视节目如娱乐、体育、旅游以及新闻等方向的快速发展,电视频道行业的竞争压力越来越激烈,受行业及专业特征限制,本身处于劣势的对农电视节目如何在激烈的竞争中维持自身发展,成为当前必须考虑的问题。从各个专业方向的电视节目发展趋势来看,提升电视节目竞争能力的管理方式主要包括两个阶段的优化调整,第一阶段是要在对农电视节目中脱颖而出,并始终体现出对农特色,第二阶段是在其他类节目的竞争中立足,并实现稳定发展。因此,对农电视节目也要借鉴其他节目的运作模式,实现长远发展。本文以专家面对面栏目为例,分析研究了我国对农节目的管理问题。首先,对专家面对面栏目管理现状进行了分析,阐述了专家面对面栏目的发展过程,并对栏目的市场需求进行了分析;其次,分析了专家面对面栏目存在的问题,主要从栏目的营销策略和运营管理两方面进行研究,其中在营销策略方面主要存在栏目营销策略目标不明确,栏目创收渠道单一以及本地农村市场开发不充分等问题,运营管理方面主要包括对外部环境利用不足,栏目服务意识和组织建设不足以及栏目与受众实际结合不足等问题。同时,对国外农业科普类节目的成功之处进行了分析。最后,对专家面对面栏目管理改进对策进行了研究,主要针对栏目营销策略和运营管理两方面存在的问题展开研究,在营销策略方面的对策主要包括立足服务和公益,明确营销策略目标;基于受众需求,丰富栏目创收渠道;栏目经营立足本土,整合营销。在运营管理方面主要包括充分把握外部环境带来的发展机遇;加强栏目团队绩效考核,优化栏目组织建设;结合栏目人文性和科学性提升收视率。
[Abstract]:Both the number of channels and the rating level of agricultural TV programs in China are at a disadvantage in the TV channels, and there are even some provinces and cities where the television channels do not have separate agricultural programs. Especially in the contemporary era driven by commercial interests, with the rapid development of various TV programs such as entertainment, sports, tourism and news, the competition in the television channel industry is becoming more and more intense, restricted by industry and professional characteristics. How to maintain its own development in the fierce competition has become a problem that must be considered at present. From the perspective of the development trend of television programs in various professional directions, the management mode to enhance the competitive power of television programs mainly includes two stages of optimization and adjustment. The first stage is to stand out in the field of agricultural television programs. The second stage is to establish a foothold in the competition of other kinds of programs and to realize stable development. Therefore, the agricultural TV programs should also learn from the operation mode of other programs to achieve long-term development. Taking face-to-face column of experts as an example, this paper analyzes and studies the management of agricultural programs in China. First of all, this paper analyzes the status quo of face to face column management, expounds the development process of face to face column, and analyzes the market demand of face to face column. Secondly, it analyzes the problems of face to face column. Mainly from the column marketing strategy and the operation management two aspects carries on the research, in the marketing strategy aspect the column marketing strategy goal is not clear, the column income generation channel is single, the local countryside market development is insufficient and so on. The operation management mainly includes the insufficient use of the external environment, the lack of column service consciousness and organization construction, and the insufficient combination of the column and the audience. At the same time, the success of foreign agricultural science programs is analyzed. Finally, the author studies the improvement countermeasures of face to face column management of experts, mainly aiming at the problems of column marketing strategy and operation management, and the countermeasures in marketing strategy mainly include based on service and public welfare. Clear marketing strategy goals; based on audience needs, rich column income channels; column management based on local, integrated marketing. In the aspect of operation management, it mainly includes grasping the development opportunity brought by the external environment; strengthening the column team performance appraisal, optimizing the column organization construction; combining the column humanism and scientific nature to improve the ratings.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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