中格电视台发展战略研究

发布时间：2018-03-31 12:16

本文选题：县级电视台　切入点：战略　出处：《内蒙古大学》2017年硕士论文

【摘要】：二十世纪80年代,中央确立了 "四级办电视"的方针政策,电视媒体产业化迅速发展,但从产业化发展的进程来看。中央台和省级卫视发展比较快,就经济效益来说,他们拿了大头。相比之下,城市电视台发展比较缓慢。作为"四级办电视"的末端县级电视台来说,产业化才处于起步阶段。县级电视台一方面受到上面三级电视台的影响,另一方面又受到新兴媒体的影响,发展困难重重。本文选取中国北方的一家县级电视台——中格电视台作为主要研究对象,采用运营实际和战略管理分析工具相结合的研究方法,运用宏观环境分析法分析政治、经济、社会和技术等方面,运用波特"五力"竞争结构模型分析电视产业内现有的竞争者、替代产品或服务的威胁、新进入者的威胁、供应商的议价能力以及客户的议价能力共五种力量的状况,结合中格电视内部发展条件,运用SWOT矩阵分析法分析中格电视台外部机会、威胁和内部优势、弱点,一方面对我国电视媒体发展状况及电视台的发展历史进行了整理,另一方面分析了中格电视台发展的现状,系统地分析和阐述了中格电视台媒体战略管理活动,指出了制约中格电视台发展的战略原因,从而有针对性地制定了其集中化发展战略。学者们对于县级电视台的发展战略研究比较少。本文通过对中格电视台的实地考察研究,对中格电视台的战略发展提出了一些粗浅的认识,希望能对中格电视台今后的发展有一定的帮助,对其他县级电视台的发展能有一定的借鉴作用。
[Abstract]:In the 1980s, the Central Committee established the principles and policies of "running television at four levels." the industrialization of television media developed rapidly, but from the perspective of the process of industrialization, CCTV and provincial satellite TV developed relatively quickly. In terms of economic benefits, By contrast, the development of city TV stations is relatively slow. As the end of "four-tier TV stations," the industrialization of county-level television stations is only in its infancy. On the one hand, county-level television stations are influenced by the above third-level television stations. On the other hand, under the influence of the new media, the development is difficult. This paper chooses a county-level TV station in northern China-Zhongge TV station as the main research object, and adopts the research method of combining the operational practice with the strategic management analysis tool. Using the macro-environment analysis method to analyze the political, economic, social and technological aspects, using Porter's "five forces" competitive structure model to analyze the existing competitors in the television industry, the threat of alternative products or services, the threat of new entrants. This paper analyzes the external opportunities, threats, internal strengths and weaknesses of CSTV by using SWOT matrix analysis method, which includes five kinds of power: the bargaining power of suppliers and the bargaining power of customers, combined with the internal development conditions of CSTV, and the analysis of external opportunities, threats and internal strengths and weaknesses of CSTV by using SWOT matrix analysis method. On the one hand, the development situation of TV media and the history of TV station in China are sorted out. On the other hand, the present situation of the development of Chinese TV station is analyzed, and the media strategic management activities of Chinese TV station are systematically analyzed and expounded. This paper points out the strategic reasons that restrict the development of China-Georgia TV station, and thus formulates its centralized development strategy. There are few researches on the development strategy of county-level TV station. This paper puts forward some elementary understandings on the strategic development of China-Georgia TV station and hopes to be helpful to the future development of China-Georgia TV station and to the development of other county-level TV stations.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.24

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