HB电视台农民频道经营模式转型研究

发布时间：2018-01-29 02:03

本文关键词： 电视媒体经营模式转型研究　出处：《河北工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：在报纸、广播、网络等众多媒体中,电视传媒曾经以受众人数最多、占用受众时间最长的优势而成为最强势媒体。电视媒体在我国政治、经济、社会、文化的发展中,也占据着相当重要的地位。但随着网络技术的不断发展,尤其是以移动互联为代表的新媒体的涌入,使包括河北电视媒体在内的传统电视媒体面临巨大的机遇和挑战。作为河北省最大的电视媒体——HB电视台,在这一背景下,其发展方向的研究就成为一个不可回避的重要课题,本文即以HB电视台农民频道的经营模式转型为例,探讨了在全新的竞争条件下,传统电视媒体的全新经营方式。文章在对农民频道进行内外部环境分析的基础上,根据SWOT分析法,提出针对农民频道的发展策略为“利用优势抓住机遇”的“SO”策略,并在此基础上对此发展策略进行进一步细化和分析,在农民频道核心竞争力的基础上,提出了农民频道应当开展多元化经营,发展作为“平台”的作用,实现从“看电视”到“用电视”的转变。这一切实可行的改进方式,将为农民频道找到除“由收视为主导的广告创收”之外的利润蓝海。
[Abstract]:In the newspapers, radio, network and many other media, the television media has become the most powerful media with the largest number of audience, occupying the longest time of the audience. TV media in China's political, economic, social. The development of culture also occupies a very important position, but with the continuous development of network technology, especially the influx of new media represented by mobile interconnection. The traditional TV media, including Hebei TV media, are faced with great opportunities and challenges. As the largest TV media in Hebei Province, HB TV station is under this background. The research of its development direction has become an unavoidable important topic. This paper takes the transformation of the management mode of the farmers' channel of HB TV station as an example, and discusses the new competitive conditions. On the basis of the analysis of the internal and external environment of the farmers' channel, according to the SWOT analysis method. This paper puts forward the "so" strategy for the development of farmers' channels, which is "making use of the advantages to seize the opportunities", and then further refines and analyzes the development strategies on the basis of the core competitiveness of the farmers' channels. This paper puts forward that the farmer channel should carry out diversified operation, develop as a "platform", and realize the change from "watching TV" to "using TV", which is a feasible way to improve. The farmers channel will find the profit Blue Sea in addition to "TV-dominated advertising revenue generation."
【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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