河北卫视运营现状及发展策略研究

发布时间：2018-11-24 14:14

【摘要】：现今,省级卫视的市场竞争环境日趋激烈,各省级卫视不仅要面对央视的挤压,还要面对其他省级卫视和城市电视媒体的收视市场争夺,再加上新媒体的快速崛起,受众资源不断分流,省级卫视正面临巨大的生存和发展压力。省级卫视阵营内部“马太效应”也日趋凸显,优势节目资源和广告资源向湖南、江苏、浙江等强势省级卫视汇聚,使得二、三线省级卫视更是举步维艰。如何在内挤外压中获得突破和发展,成为弱势省级卫视共同面对的问题。本文以处于不利竞争地位的河北卫视作为研究对象,运用文献分析、SWOT分析和经验总结等方法和平台战略的相关理论,通过对其运营的外部环境、行业环境及自身运营现状的研究,找到影响其发展的主要因素,包括内部运营环境的优势和劣势,外部运营环境的机会和威胁,并据此构建了SWOT矩阵模型,推论出WO战略更适合河北卫视的发展,即克服内部劣势,利用外部机会来扭转不利局面。随之,又针对WO战略为河北卫视提出了管理机制改革、节目生产与编排以及营销推广等针对性策略,寻求解决节目创新力不足、广告营销乏力及资金短缺等不利问题的有效途径。本文的研究,将会对河北卫视制定发展策略具有现实指导意义,同时也对省级其他卫视具有借鉴和参考意义。
[Abstract]:Nowadays, the market competition environment of provincial TV is becoming more and more fierce. Each provincial TV station has to face not only the squeeze of CCTV, but also the competition between other provincial TV stations and the city TV media, as well as the rapid rise of new media. Audience resources continue to divert, provincial satellite TV is facing enormous survival and development pressure. The "Matthew effect" within the provincial TV camp is also increasingly prominent. The superior program resources and advertising resources converge to Hunan, Jiangsu, Zhejiang and other strong provincial satellite TV, making the second and third line provincial TV is even more difficult. How to achieve breakthrough and development in the pressure of internal crowding and external pressure has become a common problem faced by weak provincial satellite TV. This paper takes Hebei Satellite TV, which is in an unfavorable position of competition, as the research object, using the methods of literature analysis, SWOT analysis and experience summarization, and the relevant theories of platform strategy, through the external environment of its operation. Based on the research of the industry environment and its own operation status, the main factors influencing its development, including the advantages and disadvantages of the internal operating environment, the opportunities and threats of the external operating environment, are found, and the SWOT matrix model is constructed. It is inferred that WO strategy is more suitable for the development of Hebei Satellite TV, that is, overcoming internal disadvantages and taking advantage of external opportunities to reverse the adverse situation. Then, aiming at the WO strategy, the author puts forward some targeted strategies for Hebei Satellite TV, such as management mechanism reform, program production and arrangement, marketing promotion and so on, in order to solve the shortage of program innovation. Advertising marketing weakness and shortage of funds and other adverse problems of effective ways. The research in this paper will be of practical significance for Hebei Satellite TV to formulate development strategy, but also for other provincial satellite TV reference and reference.
【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】：G229.2-F

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