探索少儿频道经营之路

发布时间：2018-04-12 08:34

本文选题：少儿频道经营 + 广告策略　；参考：《四川大学》2007年硕士论文

【摘要】： 本文是关于少儿频道经营之路的研究。近年在广电总局的要求下，各地少儿频道已经纷纷开播。到目前为止，全国共有34个专业少儿频道，另外，还开办了两个少儿付费频道，分别是山东电视台欢乐童年频道和上海电视台动漫秀场频道。同时，少儿栏目也得到进一步发展，全国100％的地市级以上的电视台都开办了少儿栏目。但是少儿频道自开播以来，在经营上却遇到了其他频道从未遇到过的困难。众所周知，广告收入是国内电视台最主要的收入来源，但是，少儿频道在广告经营上却遇到了其他频道从未遇到过的困难。一是为少年儿童学习生活服务的各类用品缺少大品牌，一般产品很少使用电视媒体做市场营销。其次，少儿频道的受众是少年儿童，但实际购买的决策权却掌控在家长手里，观众群与实际购买者错位明显。再者，少儿频道有其公益性的特性，在广告投放上有诸多限制，也会影响到少儿频道的广告收入。最后，，收视率仍然是广告客户投放广告的主要指标，但是由于少儿频道的受众相对要窄，收视表现往往不尽如人意，因此，也会给广告经营造成一定的困难。针对这些问题，笔者运用实地调研的方法，在实地考察各电视台少儿频道的基础之上，结合频道经营以及广告学的知识，归纳、总结、分析了少儿频道目前面临的几大问题，并且尝试性地提出了帮助少儿频道有效并且切实可行的发展经营之路。笔者采用实地考察法调研了成都电视台少儿频道、四川电视台妇女儿童频道；采用文献法调查了其他具有代表性的各地电视台少儿频道，例如江苏电视台少儿频道、上海东方少儿频道。概括来说，该论文的思路与逻辑为：问题：少儿频道经营现状和瓶颈——提出假设：切实有效的经营方法——论证：证明假设成立——结论。笔者希望本论文能对国内少儿频道经营之路的系统性、全面性研究作出一定贡献；同时，笔者还希望问论文提出的少儿频道经营的策略和模式能丰富其相关理论；其尝试性提出的相关策略能对少儿频道经营的实践具有一定的指导意义。
[Abstract]:This article is about the children channel management road research.In recent years, under the request of SARFT, various children's channels have been broadcast one after another.So far, there are 34 professional children's channels nationwide, in addition, there are two children's pay channels, namely Shandong TV Happy and Childhood Channel and Shanghai TV Animation Show Channel.At the same time, children's programs have been further developed, 100% of prefectural and municipal television stations have set up children's programs.But children's channels have run into difficulties that no other channel has ever encountered since they started broadcasting.It is well known that advertising revenue is the most important source of income for domestic television stations, but children's channels have encountered difficulties in advertising management that other channels have never encountered.First, there is a lack of big brands in all kinds of articles for children to study and live, and the general products seldom use TV media for marketing.Secondly, the audience of children's channel is young children, but the decision-making power of actual purchase is in the hands of parents, the audience and the actual buyers are misplaced obviously.Furthermore, children channel has its characteristics of public welfare, there are many restrictions on advertising, which will affect the advertising revenue of children channel.Finally, the audience rating is still the main target of advertising, but because the audience of children's channel is relatively narrow, the audience performance is often not satisfactory, so it will cause some difficulties to advertising management.In view of these problems, the author uses the method of field investigation, on the basis of field investigation of children's channels of various TV stations, combined with the knowledge of channel management and advertising, sums up, summarizes and analyzes several major problems facing children's channels at present.And tried to help children channel effective and feasible way to develop business.The author investigated the children's channel of Chengdu TV station and the women's and children's channel of Sichuan TV station with the method of on-the-spot investigation, and investigated the children's channel of other representative TV stations, such as the children's channel of Jiangsu TV station, using literature method.Shanghai Oriental Children's Channel.To sum up, the thinking and logic of this paper are as follows: problem: current situation and bottleneck of children's channel management: hypothesis: practical and effective management method-demonstration: proof hypothesis-conclusion.The author hopes that this paper can make a certain contribution to the systematic and comprehensive research on the management of children's channels in China. At the same time, the author also hopes that the strategies and models of children's channel management can enrich the relevant theories.The relevant strategies put forward in this paper can guide the practice of children's channel management.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G229.2-F

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