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论文编号：	10509
作者编号：	2220160617
上传时间：	2018/12/6 18:41:18
中文题目：	ZY电视台节目研发项目流程再造研究
英文题目：	Research on ZYTV Program Development Project Process Reconstruction
指导老师：	戚安邦
中文关键字：	流程再造；创新；创新管理；电视；节目研发
英文关键字：	Process Reconstruction；Innovation；Innovation Management；TV；Program Development
中文摘要：	中国电视业从初创的微末起步，到现在的“庞然大物”，兴衰起伏，离不开创新。在未来的日子里，中国电视业面临的冲击和挑战，将变得更为尖锐和激进，甚至对‘电视’这一概念本身提出根本性的质疑。国家“十三五”规划指出，要以先进技术为支撑，以内容建设为根本，建设中国特色的“内容+平台+终端”的新型传播体系。中国电视要想在新的历史语境下继续生存和发展下去，就不得不反思和重塑电视媒体所涉及的内容、平台、渠道、效果以及影响力。面对新时代的挑战，从节目研发创新项目管理的角度切入，探索新时期中国电视健康发展之路径，成为可能的突破点。以往的创新研究关注单一的创意或者全方面的创新思维较多，聚焦电视节目研发创新管理，从机制上抓住了传媒创新的发力点，促进节目生产的研究较少，本案研究的视角希望做到小处入手，可执行。 电视节目生产系统是一个庞杂集合体，由人、机器设备、技术等组成，节目研发项目管理包括电视节目制作的生产流程管理、发行与推广流程管理以及其涉及的人事等配套制度管理。ZY电视台作为国内最早创立的电视台，在电视节目研发创新方面形成了自己的体制机制，积累了丰富的经验和一定的实力，如总编室统一负责电视节目的研发制作与播出，以及电视节目CTR测评制度。与此同时，也存在不少问题，如管理流程复杂、管理机制彰化等。在系统性地梳理中国电视发展走过的阶段、现阶段国内外有关电视创新研究的现状、媒体产业的项目管理理论的基础上，采用理论研究和实际调研分析相结合的研究方法，在总结分析研究的基础上，发现问题，解决问题。探讨基于流程再造的ZY电视台节目研发创新项目管理的有效方法，实现研发管理流程的优化，电视资源的合理配置，提升了电视节目研发的效益，对研究中国电视产业的发展有着一定的借鉴意义。分析探究ZY电视台电视节目研发创新的现状、创新存在的问题、创新项目管理可能进行的具体方向和创新项目管理流程再造的保障措施，其目的在于以流程创新为视角，考察流程再造之下的ZY电视台电视节目研发创新项目管理可以应用的流程创新模式、方式方法和步骤，以探究中国电视业未来可能的发展方向。 从微末起步到第一媒介再到应对新时期媒介融合的挑战，中国电视一直是改革和发展的代名词。目前而言，中国电视面临的主要矛盾是用户日益增长的个性化需求和与之不相适应的电视节目的供给之间的矛盾。在内容为王的时代，解决这个主要矛盾的方案是进行电视节目研发创新，通过创新电视节目来探索新的发展道路。创新需要创新管理，电视节目研发创新尤其如此。创新管理的途径有许多种，流程再造作为管理学中极为重要的理论，可以为电视节目研发创新项目管理提供良好的视角。通常而言，电视节目研发流程包括前期市场分析与调查、创意策划文本的建立、创新评估与可行性分析、样本制作与测试、市场投放与运行、衍生产业链开发、知识产权保护7个环节。在此流程再造创新管理分析的基础上，探索与流程创新相配套的相关制度方案，如人力资源管理、财务管理、创新理念更新等，通过研究可以得知，流程再造可以作为我国电视节目研发项目管理一个很好的切入契机，有利于综合电视节目内容和机制创新，获取电视节目研发创新的市场环境和法律环境，促进电视台获得核心竞争力。
英文摘要：	The China TV industry started from the beginning of the micro-end, and now the "big monster", ups and downs, cannot be separated from innovation. In the days to come, the impact and challenges facing the China TV industry will become more acute and radical, and even raise the fundamental question of the concept of ‘television’ itself. The National “Thirteenth Five-Year Plan” pointed out that it is necessary to rely on advanced technology as the basis and content construction as the fundamental to build a new communication system with “content + platform + terminal” with Chinese characteristics. If China TV wants to survive and develop in the new historical context, it will have to reflect on and reshape the content, platform, channels, effects and influence of TV media. Facing the challenges of the new era, we will cut through the management of program development and innovation projects, and explore the path of healthy development of China TV , which will become a possible breakthrough point. In the past, innovative research focused on single ideas or all aspects of innovative thinking, focusing on the development and management of TV programs, grasping the power of media innovation from the mechanism, and less research on promoting program production. Do small things and just do it. The TV program production system is a complex collection consisting of people, machinery and equipment, and technology. The program development project management includes production process management, distribution and promotion process management of TV program production, and personnel management related to personnel. As the earliest TV station established in China, ZY TV station has formed its own system and mechanism in the research and development of TV programs, and accumulated rich experience and certain strength. For example, the editor-in-chief is responsible for the R&D, production and broadcast of TV programs, as well as TV programs and CTR assessment system. At the same time, there are also many problems, such as complex management processes and management mechanism. On the basis of systematically combing the stage of China's TV development, the current status of TV innovation research at home and abroad, and the project management theory of the media industry, the research method combining theoretical research and actual research and analysis is used in summarizing and analyzing. On the basis of research, find problems and solve problems. This paper discusses the effective methods of R&D and innovation project management based on process reconstruction, realizes the optimization of R&D management process, rationally allocates TV resources, and improves the efficiency of TV program R&D. It has certain reference significance for studying the development of China TV industry. Analyze and explore the status quo of R&D and innovation of TV programs on ZY TV stations, the problems existing in innovation, the specific directions that may be carried out in the management of innovative projects, and the safeguard measures for the reconstruction of innovative project management processes. The purpose is to examine the process of process reconstruction from the perspective of process innovation. The process innovation model, methods and steps that can be applied to TV station TV program R&D and innovation project management to explore the possible future development direction of China's TV industry. From the beginning of small things to the first medium to the challenge of media integration in the new era, China TV has always been synonymous with reform and development. At present, the main contradiction faced by China TV is the contradiction between the increasing personalization needs of users and the supply of TV programs that are not suitable for them. In the era when content is king, the solution to this major contradiction is to develop and innovate TV programs and explore new development paths through innovative TV programs. Innovation requires innovation management, especially for TV program development and innovation. There are many ways to innovate management. Process reconstruction is an extremely important theory in management science, which can provide a good perspective for TV program development and innovation project management. Generally speaking, the TV program development process includes seven stages: pre-market analysis and survey, creative planning text creation, innovation evaluation and feasibility analysis, sample production and testing, market launch and operation, derivative industry chain development, and intellectual property protection. On the basis of this process reconstruction innovation management analysis, explore relevant institutional solutions that are compatible with process innovation, such as human resource management, financial management, and innovation concept renewal. Through research, it can be known that process reconstruction can be used as a TV program development project in China. Managing a good opportunity to cut in, is conducive to the integration of TV program content and mechanism innovation, access to the market environment and legal environment for TV program development and innovation, and promote the core competitiveness of TV stations. Key words：Process Reconstruction；Innovation；Innovation Management；TV；Program Development
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