电视传媒价值链与资源整合

发布时间：2018-04-22 01:02

本文选题：电视传媒产业 + 价值链　；参考：《四川大学》2007年硕士论文

【摘要】： 2006年的中国传媒面对更加开放的传媒格局，面对国外传媒集团和广告公司进入的挑战，作出应对应战是自身的生存发展要求之所然也。电视传媒在众多传媒中具有很重要的地位作用，仍然是受众比率最高的传媒。如何更好的经营电视传媒，特别是经营电视传媒中无论现在还是将来都起着重要作用的电视广告，并确定包括广告经营在内的整体经营的对策是当务之急。本论文运用哈佛商学院教授迈克尔·波特的价值链分析理论，对电视传媒产业的价值链进行清理，构建电视传媒产业价值链的模型，这种清理是建立在电视内容信息产品生产，以及目前电视广告经营在电视传媒经营中的举足轻重地位，，和将来的不可或缺的作用的视角作为研究的出发点，以求在电视广告传播和电视传媒经营策略方面作出探索性研究，促进产业发展。电视传媒的基本活动价值链为“节目产品的创意策划与设计—节目产品生产制作—节目的包装—节目与广告的传播—节目与广告的营销与服务—受众消费反馈”。之所以将节目创意策划作为电视传媒价值链的起点是由电视传媒的创造力经济本质属性决定的。电视传媒的辅助活动价值链为“基础设施—人力资源管理—技术研究开发—采购供应”。电视传媒的广告经营价值链为“提高电视广告传播效果—加强电视广告主服务—培育电视广告受众审美鉴赏力—创新电视广告经营策略—发展数字电视广告”。电视传媒只有充分整合各部分的资源，才能发挥整体大于部分之和作用，减少重复和浪费，节约资源，尽最大可能发挥自身潜力，提升竞争力，应对新媒体不断涌现而不断变化的传媒格局，持续健康发展。本论文吸取了许多专家学者研究成果，力求将经营管理方面的知识融进传播学领域，作一定的应用分析研究。
[Abstract]:In the face of the more open media pattern in 2006, the Chinese media faced the challenge of foreign media groups and advertising companies to meet the demands of their own survival and development.
TV media plays an important role in many media, and it is still the media with the highest rate of audience. How to better manage the TV media, especially the TV advertising which plays an important role in the TV media, both now and in the future, and to determine the strategy of the overall management including the advertising business is the urgent matter.
This paper uses the value chain analysis theory of Professor Michael Porter of Harvard Business School to clean up the value chain of the television media industry and build a model of the value chain of the television media industry. This kind of cleaning is based on the production of TV content information products, and the current television advertising management plays an important role in the TV media management. And the perspective of the indispensable role of the future as the starting point of the research, in order to make exploratory research on TV advertising communication and TV media management strategy, and promote industrial development.
The basic activity value chain of TV media is "the creative planning and design of program products - the production and production of program products - the package of programs - the communication of programs and advertisements - the marketing and service of the programs and advertisements - the feedback of the audience consumption". The reason why the program creative planning is the starting point of the value chain of the TV media is the television media The value chain of TV media's auxiliary activity is "infrastructure - Human Resource Management - technical research and development - Purchasing Supply". The value chain of TV media is "improving the effect of TV advertising communication - strengthening the main service of TV Advertising - fostering the aesthetic appreciation of TV advertising audience -" Innovating TV advertising strategy: developing digital TV advertising.
Only by fully integrating the resources of various parts can the television media play a greater role in the whole than the part of the media, reduce repetition and waste, save resources, maximize its potential, enhance its competitiveness, and respond to the continuous and constantly changing media pattern of the new media and continue to develop healthfully.
This paper has absorbed many experts' and scholars' research results, striving to integrate the knowledge of management and management into the field of communication, and make some application analysis and research.

【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】：G220

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