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论文编号：	7839
作者编号：	2120132709
上传时间：	2015/12/7 16:55:44
中文题目：	天津卫视频道发展战略研究
英文题目：	Research on Development Strategy of Tianjin Satellite TV Channel
指导老师：	赵伟
中文关键字：	传媒产业；发展战略；天津卫视
英文关键字：	media industry; development strategy; Tianjin satellite TV
中文摘要：	随着信息技术的进步，互联网经济时代的到来，传播信息渠道的多元化，传媒受众的生活习惯、欣赏习惯和消费习惯都在发生着变化，传统的媒体传播格局也在发生着变化，原有的行业规则正在被颠覆。面对新媒体的冲击，受众习惯的变化，传统电视这个大众传播媒体也在尝试新的变化、探索新的发展。近些年来，国内的广电集团都在新媒体的冲击下受到了影响。随着观众收视习惯的改变，广告主的市场传播策略也就随之改变，而传统广电集团的经济收入也会受到这些变化的影响。面对移动互联网时代的全速到来，为了应对环境的剧烈变化，国内顶级的广电集团也在大力投入、开发、应用新媒体，打造全传媒产业格局，抢占用户资源，形成新的，更为整合、全面传播生态体系；通过实现传媒产品的多样化、传播渠道的多元化、媒体平台的规模化，未来的广电传媒集团将不再是传统的、单向的大众传播媒体，不再是只依靠单一的广告经营而谋生的媒体，而是全新的、以用户需求为中心的、可与用户互动的生态体系。随着我国社会主义市场经济体制的不断深入，特别是文化体制改革的不断深入，面临行业内外的剧烈竞争，省级卫视平台的机制体制改革加速进程最为快速、最为明显，在此过程中，传统传媒行业更加需要加强经营管理，提高经营管理水平和能力，增强竞争力，以实现社会效益和经济效益最大化的战略目标。在国家大力振兴文化产业、国家广电总局进一步推进电视台制播分离体制改革的背景下，天津卫视频道应该全面分析内外部竞争环境，挖掘频道的核心优势，深入调查、研究受众的需求和市场环境，合理定位频道未来的战略目标，制定、实施适应现在和未来环境的频道发展战略，评估发展战略实施的风险，制定合理的战略实施保障措施，从而形成适应市场的核心竞争能力，进而成为具有生命力和可持续发展能力的新型的全媒体互动平台。
英文摘要：	With the progress of information technology, the arrival of the era of the Internet, diversity of communication channels, the media audience's living habits, appreciation habits and consumption habits are changing, the traditional media communication pattern is also changing, the original industry rules are being subversive. In the face of the impact of the new media and the change of audience habits, the mass media of traditional television is also trying new changes, explore new development. In recent years, the domestic radio and television groups have been affected by the impact of new media. With the change of viewing habits of the audience, the advertising market communication strategy will be changed, and the traditional radio and television groups' economic income will be affected by these changes. In the face of the mobile Internet era, in order to cope with the dramatic changes in the environment, the domestic radio and television groups are also vigorously investing, developing, applying new media, to create the whole media industry pattern, to seize the user resources, to form a new, more integrated, comprehensive dissemination of ecological system; through the diversification of media products, the diversity of communication channels, the scale of the media platform, the future of radio and television media group is no longer a traditional, one-way mass media, is no longer making a living with a single advertising management, but a new, user needs as the center, and interactive ecological system with users. Along with our country socialist market economy system, especially the reform of the cultural system, facing the fierce competition inside and outside the industry, the mechanism of the provincial satellite TV platform is the most rapid and the most obvious. In this process, the traditional media industry needs to strengthen management, improve management level and ability, enhance competitiveness, to achieve social and economic benefits of the strategic objectives. In the background of vigorously promoting the cultural industry in the country and the State Administration of radio and television to further promote the reform of separation between producing from broadcasting, Tianjin satellite TV channel should be fully analyzed internal and external competition environment, mine core strengths of the channel, in-depth investigation, research audience needs and market environment, position channel future strategic objectives reasonably, develop and implement a strategy to adapt to the present and future environment, risk assessment of the implementation of the development strategy, develop a reasonable strategy for the implementation of security measures, so as to form the core competitive ability of the market, and then become a new type of full media interactive platform with the ability of life and sustainable development.
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