河北电视台少儿科教频道经营战略研究

发布时间：2018-05-18 23:00

本文选题：少儿频道 + 经营战略　；参考：《河北工业大学》2015年硕士论文

【摘要】：在新媒体和传统媒体竞争日趋激烈的今天,作为传统媒体之一的河北电视台少儿科教频道如何主动的应对外界环境变化、充分发挥自身优势、选择何种经营战略以谋求频道更好的发展是本文论述的主要内容。本文主要应用文献分析和跨学科研究等分析方法,根据电视行业的“双重销售”的特点,从河北电视台少儿科教频道电视内容生产和广告营销两方面出发,运用PEST分析、波特五力模型、IFE分析、EFE分析、SWOT矩阵等战略分析工具,深入分析了河北少儿频道目前所处的内外部环境,自身的优势劣势,面对的机遇和挑战等内容。根据上述分析,本文得出了河北少儿科教频道未来应采取WO战略,即弥补劣势,把握机会的战略,实施电视内容广告一体化的业务组合战略和节目、广告差异化的基本竞争战略的结论,并提出了战略实施需要构建数据情报系统,创新人力资源管理方式等内容。
[Abstract]:With the increasingly fierce competition between the new media and the traditional media, as one of the traditional media, the children's science and education channel of Hebei TV station should take the initiative to cope with the changes in the external environment and give full play to its own advantages. It is the main content of this article to choose what kind of management strategy to seek the better development of the channel. This paper mainly applies the methods of literature analysis and interdisciplinary research, according to the characteristics of "double sales" in the television industry, starting from two aspects of TV content production and advertising marketing of Hebei TV Children's Science and Education Channel, using PEST analysis. Porter's five-force model and EFE analysis SWOT matrix and other strategic analysis tools, in-depth analysis of Hebei Children's Channel's current internal and external environment, its own strengths and weaknesses, opportunities and challenges faced and so on. Based on the above analysis, this paper draws the conclusion that Hebei Children's Science and Education Channel should adopt WO strategy in the future, that is, to make up for the disadvantage, grasp the strategy of opportunity, and implement the business combination strategy and program of TV content advertising integration. The conclusion of the basic competitive strategy of advertising differentiation and the conclusion that the implementation of the strategy requires the construction of data and information system and the innovation of human resource management.
【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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