HZ电视台数字化发展战略研究

发布时间：2018-06-25 17:06

本文选题：城市电视台 + 数字化　；参考：《浙江工业大学》2017年硕士论文

【摘要】：广播电视是科技进步的产物,每一次新技术的应用都直接推动广播电视的发展。现下全球进入数字化、信息化时代,由现代信息技术,特别是网络技术所引发的全球信息化浪潮,使得传统媒体格局和自身发生了重大的变化。“三网融合”使得电信网、广播电视网和计算机通信网相互渗透、互相兼容、并逐步整合成为统一的信息网络。由此可见,数字化已成为广播电视发展的必然趋势、是广电行业的一次技术转型。新媒体环境下对电视媒体“互联网+”的特征日益显著,都在逐步向集传统媒体、新闻网站、App终端等于一身的数字化全媒体融合演变。作为广电行业中数目最为庞大的队伍,城市电视台在整个中国广播电视的发展中起着举足轻重的作用。因此,在数字化改革中,HZ电视台这样的城市台因为有限范围的本地受众易于做到小众化、分众化,易与本地受众互动更了解受众需求等特点占据内容上的优势,目前,学界、业界将目光重点聚焦在中央、省级广电媒体的生存状况和发展策略上,忽视了“互联网+”时代数字化背景下HZ等市一级广电媒体。本文试图对HZ电视台在数字化浪潮中的研究,为城市电视台数字化探究发展的有效路径。本文综述了国内外有线电视的发展历史,展望了我国有线电视的发展趋势,分析总结了国际上三网融合较早国家的经验和特点,并结合我国和HZ市有线电视的数字化、网络化现状,综合运用企业战略管理理论PEST、波特五力分析了HZ电视台的外部宏观环境、行业环境和内部环境,最后应用SWOT分析方法对HZ电视台进行了战略选择,明确了HZ电视台的发展战略定位,提出了采取纵横一体化战略、业务创新战略和企业联盟战略作为HZ电视台发展战略的建议,对我国有线电视产业和网络运营企业的发展提供了有益参考。
[Abstract]:Radio and television are the product of scientific and technological progress, each application of new technology directly promotes the development of radio and television. Nowadays, the world has entered the digitization and information age. The global information tide caused by the modern information technology, especially the network technology, has made great changes in the pattern and itself of the traditional media. The integration of three networks makes the telecommunication network, radio and television network and computer communication network permeate and compatible with each other, and gradually integrate into a unified information network. Thus, digitization has become the inevitable trend of the development of radio and television, is a technical transformation of the radio and television industry. Under the new media environment, the characteristics of the TV media "Internet" are becoming more and more obvious, and they are gradually changing to the traditional media, and the news website "App terminal" is the same as the digital all-media integration. As the largest number of radio and television industry, the city television station plays an important role in the development of radio and television in China. Therefore, in the process of digital reform, urban stations such as HZ TV station occupy an advantage in content because the limited local audience is easy to become a small crowd, more diverse, and easier to interact with local audiences to better understand the needs of the audience. At present, the academic community, The industry focuses on the survival and development strategy of the central and provincial radio and television media, neglecting HZ and other municipal radio and television media in the digital background of the "Internet" era. This paper attempts to study HZ TV station in the digital wave, for the city TV station digitalization explore the effective path of development. This paper summarizes the development history of CATV at home and abroad, looks forward to the development trend of CATV in China, analyzes and summarizes the experiences and characteristics of the earlier countries in the world, and combines the digitization of CATV in China and HZ. Based on the present situation of network, the author synthetically applies the theory of enterprise strategic management to analyze the external macro environment, industry environment and internal environment of HZ TV station. Finally, the strategic choice of HZ TV station is carried out by using SWOT analysis method. This paper clarifies the strategic orientation of HZ TV station's development, and puts forward the suggestion of adopting the strategy of vertical and horizontal integration, the strategy of business innovation and the strategy of enterprise alliance as the development strategy of HZ TV station. It provides a useful reference for the development of CATV industry and network operation enterprises in China.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G220.7;F49

【参考文献】