重庆电视台汽摩频道研究

发布时间：2018-06-04 14:49

本文选题：重庆电视台 + 汽摩频道　；参考：《湘潭大学》2016年硕士论文

【摘要】：汽车诞生至今已逾百年,它历经了自身进化与时代的历史变迁。时至今日,汽车已成为人类不可或缺的一种交通工具,同时,也成为学界科学探索与文化研究的重要对象之一。伴随着汽车工业及传媒的发展,重庆电视台汽摩频道应运而生。重庆电视台汽摩频道的诞生,首先与国家经济的飞速发展密切相关。国民经济的持续高速增长,促进了民众消费观念的改变,使得汽车工业不断崛起,汽车销量不断攀升,汽车文化也日渐兴起,这为以打造汽车文化交流与互动平台为己任的重庆电视台汽摩频道的诞生提供了必要条件。其二,与媒体的分众化趋势紧密相连。产业经济信息的发布与营销渠道的拓展,促进了电视专业频道的诞生,媒体的这种分众化发展趋势,满足了不同类别的受众对特定信息的需求,重庆电视台汽摩频道是顺应媒体分众化发展趋势的产物。其三,与重庆雄厚的工业基础和重庆“山城”的特殊地理环境也有着重要的关联,是重庆厚重工业基础和独特地理位置的直接成果。重庆电视台汽摩频道的运营现状,一方面是栏目设置的多样化,其栏目主要分为信息发布类,包括新车上市、车市报价、汽车业界动态等内容;养护技巧类,主要是对常见的维修保养问题进行探讨和提供解决方案;人文娱乐类,包括人文旅游、娱乐休闲、访谈交流等;汽车营销类,主要有整车销售演示、汽车相关配套服务、产品推广等内容。另一方面是运营机制创新化,主要表现为数字频道集成平台引领汽车荧屏风潮、集成权威汽车信息多屏互动散发影响、吸纳社会资源以及盈利模式拓展。重庆电视台汽摩频道的困境主要表现为内容同质化重播率高、汽车网站冲击巨大、“电视已死”之风存在潜在影响。对此,应从聚众再分众的精准定位、坚持内容为王打造专属“IP”、注重品牌效应并提升品牌附加值等方面着手加以改进,挖掘频道自身的核心竞争力,打造独具特色的汽摩频道品牌,争取社会效益、经济效益、文化效益与品牌效益的多元几何增长。
[Abstract]:Automobile has been born for more than a hundred years, it has undergone its own evolution and historical changes of the times. Nowadays, automobile has become an indispensable vehicle for human beings, and it has also become one of the important objects of scientific exploration and cultural research in academic circles. With the development of automobile industry and media, Chongqing TV Station Auto-Motor Channel emerges as the times require. The birth of Chongqing TV Auto-Motor Channel is closely related to the rapid development of national economy. The sustained and rapid growth of the national economy has promoted the change in the concept of consumption among the people, which has made the automobile industry constantly rise, auto sales continue to climb, and the automobile culture is also rising day by day. This provides the necessary conditions for the birth of Chongqing TV Station Auto-Motor Channel, which aims to create a platform for automobile cultural exchange and interaction. Second, it is closely linked with the trend of media focus. The release of industrial and economic information and the expansion of marketing channels have promoted the birth of professional television channels. The trend of media diversification has met the needs of different audiences for specific information. Chongqing TV Station Auto-Motor Channel is the product of the trend of media diversification. Third, it is closely related to Chongqing's strong industrial foundation and the special geographical environment of Chongqing's "mountain city", which is the direct result of Chongqing's heavy industrial foundation and unique geographical location. On the one hand, the operation status of Chongqing TV Station Auto Motor Channel is the diversification of column setup. Its columns are mainly divided into information publishing categories, including new car listing, car market quotes, auto industry dynamics, and maintenance techniques. It mainly discusses and provides solutions to common repair and maintenance problems; humanistic entertainment, including humanities tourism, entertainment and leisure, interview and exchange, etc.; Automobile marketing, which mainly includes vehicle sales demonstrations, auto related supporting services, etc. Product promotion and other content. On the other hand, the innovation of operation mechanism mainly shows that the digital channel integration platform leads the automobile screen trend, integrates the authoritative automobile information multi-screen interactive distribution influence, absorbs the social resources and expands the profit mode. The predicament of Chongqing TV Station is mainly reflected in the high replay rate of content homogenization, the huge impact of automobile website, and the potential influence of the wind of "TV is dead". In order to solve this problem, we should focus on the precise positioning of gathering and refocusing, insist on the content of "IP" for king, pay attention to brand effect and enhance brand added value, so as to excavate the core competitiveness of the channel itself. Create a unique brand of auto-friction channel, strive for social, economic, cultural and brand benefits of multiple geometric growth.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G229.27

【参考文献】