移动互联网时代广播节目传播策略研究

发布时间：2018-08-12 09:14

【摘要】：移动互联网的兴起,颠覆了人们接受广播节目信息的方式。在新的传播环境下,广播的传播策略和过去相比已经发生了很大的改变。此外,广播节目作为广播平台的重要组成部分,对平台发展至关重要,如何顺应时代发展更好地打造节目已成为了业界和学界长期研究的重要议题。在今天,内容打造、品牌构建和传播策略的创新是决定广播节目竞争力的关键要素。本文从移动互联网时代角度,以广播节目内容打造、品牌构建和传播策略三个方面阐述如何提升节目的竞争力和影响力。第一章主要介绍研究背景、前人的研究成果、研究方法和研究意义;第二章,从广播节目在移动互联网时代的竞争现状入手,引入SWOT分析法分析广播节目的优势、劣势、机会和威胁,以此说明传播策略对于广播节目的重要性;第三章研究广播节目的内容获取和生产在移动互联网时代产生的变化,从海量的内容来源、数据支撑下的内容选择、精准的内容定位及内容的变现四个方面分析有效传播的形成机制;第四章重点分析品牌构建对于广播节目传播的作用,从前期调研、描绘用户画像、品牌定位、界定品牌价值四个方面阐明了广播节目品牌构建的要点;第五章研究广播节目在移动互联网时代的传播策略,从传播的矩阵化、传播的多变与高效、掌握流量入口、多维传播效果评估及经营与传播互动五个角度解读传播策略对广播节目的意义。本文中结合了大量广播节目案例说明,更大程度的保证了研究的前沿性和可靠性,为崭新市场环境和传播环境下的广播节目的健康快速发展提供帮助。
[Abstract]:The rise of the mobile Internet has overturned the way people receive information from radio programs. In the new communication environment, the broadcasting strategy has changed greatly compared with the past. In addition, as an important part of the broadcast platform, radio programs are very important to the development of the platform. How to adapt to the development of the times to better create programs has become an important topic of long-term research in the industry and academia. Today, content building, brand building and communication strategy innovation are the key factors to determine the competitiveness of radio programs. From the point of view of the mobile internet era, this paper expounds how to enhance the competitiveness and influence of the program from three aspects: radio program content creation, brand building and communication strategy. The first chapter mainly introduces the research background, the previous research results, the research methods and the research significance; the second chapter, from the broadcast programs in the mobile Internet era of the competitive situation, the introduction of SWOT analysis of the advantages and disadvantages of broadcast programs, Opportunities and threats to illustrate the importance of communication strategies for broadcast programs; chapter III studies the changes in content acquisition and production in the mobile Internet age, from mass content sources to content choices supported by data. Four aspects of accurate content positioning and content realization analysis of the formation mechanism of effective communication. Chapter four focuses on the role of brand building for broadcast program transmission, from the previous research, depicting user portraits, brand positioning, The fifth chapter studies the communication strategy of broadcast programs in the era of mobile Internet, from the matrix of communication, the variability and efficiency of communication, the flow of the entrance, the fifth chapter studies the communication strategies of radio programs in the era of mobile Internet. This paper analyzes the significance of communication strategy to broadcast programs from five angles of multidimensional communication effect evaluation and operation and communication interaction. This paper combines a large number of broadcast program cases to ensure the research of the forefront and reliability to a greater extent, for the new market environment and the dissemination environment of the sound and rapid development of radio programs to provide help.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222

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