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论文编号：	8048
作者编号：	2120132795
上传时间：	2015/12/10 20:17:13
中文题目：	媒介融合环境下电视养生节目营销策略研究——以电视齐鲁频道《健康早知道》栏目为例
英文题目：	Media Convergence TV Living under the Environment of Marketing Strategy Research- to Qilu TV Channel
指导老师：	李东进
中文关键字：	媒介融合；电视养生节目；营销策略；《健康早知道》栏目
英文关键字：	media fusion;TV keeping in good health;Marketing strategy;
中文摘要：	随着数字技术、信息、网络技术的进一步发展，手机、智能终端等新媒介异军突起，我国的传媒业已告别由广播、报纸、电视传统媒介构成的三足鼎立的传播格局，形成传统媒介与新媒介融合发展的全方位、多层次的传播模式。新媒介的崛起引起媒介环境的变革，颠覆传统的收看模式，加剧市场竞争。尽管新媒介带给电视巨大的冲击，但媒介融合之势却为电视的发展开辟新路径，拓宽新的传播渠道。 科技腾飞、经济崛起，人民生活水平飞速提升，人们对身心健康的需求飞速增长，为满足广大受众的这一需求，电视养生节目如雨后般春笋遍地开花。然而，节目质量的良莠不齐、市场监管的缺失，新媒介对电视受众的分流，致使电视养生节目发展举步维艰。与此同时，媒介融合发展的趋势让受众更加挑剔，他们对电视养生节目提出更高要求，研究者纷纷引入市场营销的理念，企图为电视养生节目的“破冰之举”开启一扇智慧之窗。 本文从媒介融合和电视养生节目的相关概念出发，指出媒介融合的形式和发展阶段，电视养生节目的兴起和特点，以及与之相关的经典营销理论4P、4R和4C。文章分析了媒介融合环境下，电视养生节目的发展现状和趋势，及对受众带来的影响和变化，应用市场营销的分析方法和基础知识，用PEST工具分析了电视齐鲁频道《健康早知道》栏目的宏观环境，用SWOT分析法深入剖析了其优势、劣势、机遇和威胁，据此制定栏目营销策略，为保障这些营销策略实施，作者还提出了一系列的保障措施。
英文摘要：	With the further development of digital technology, information and network technology, new media such as mobile phones, intelligent terminal industry of our country's media have been farewell composed of traditional media, radio, newspapers, TV propagation pattern of the three pillars of traditional media and new media integration development pattern of all-round and multi-level communication.The rise of new media cause the change of media environment, subverts the traditional audience viewing mode, increase the fierce competition in the market.Although the new media to television huge impact, but the potential of the media convergence has opened up a new path for the development of television, widen the channel of the new transmission. Rapid development of science and technology, the rapid development of economy, make people's living standard also jumped to a new level, people demand for health of body and mind growth, the demand to meet the general audience, TV regimens are like bamboo shoots after blossom everywhere.Programs, however, the quality of the good and bad are intermingled, the lack of market regulation, new media of TV audience of shunt, the TV health development.At the same time, the trend of the development of the media convergence allows the audience to be more selective, their TV health put forward higher request, the researchers are introducing the concept of marketing, attempts to TV regimen of "ice-breaking" open a window of wisdom. This article from the media convergence and the related concepts of TV regimen, points out that the media fusion of form and stage of development, the rise of TV regimen and characteristics, and the related classic marketing theory 4 p and 4 c, 4 r.Environment, this paper analyzes the media mergence TV development status and trend of health programs, and the influence on the audience and change, based on analysis and application of marketing knowledge, use the PEST tool analyzes the shandong TV station channel of qilu "health early know" macro environment, using SWOT analyses the strengths, weaknesses, opportunities and threats, and the feasibility on the basis of the established marketing strategy, to protect the smooth implementation of marketing strategy section, the author also puts forward a series of safeguard measures.
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