本文關(guān)鍵詞： 兒童電視 品牌 (G22)　出處：《復(fù)旦大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 2004年3月,國家廣電總局發(fā)出《關(guān)于開辦少兒頻道的通知》,要求中央電視臺要進(jìn)一步辦好少兒頻道,各地要切實抓好中央電視臺少兒頻道的落地、覆蓋工作；省(區(qū)、市)和副省級城市電視臺要創(chuàng)造條件逐步開設(shè)少兒頻道。此后,在全國掀起開設(shè)少兒頻道風(fēng)潮,全國30多個省市區(qū)開辦了少兒頻道,少兒欄目也如雨后春筍般出現(xiàn)。我國少兒頻道、少兒欄目的快速發(fā)展,預(yù)示著我國兒童電視事業(yè)的新的發(fā)展前景。一方面,兒童電視事業(yè)蓬勃發(fā)展,另一方面,兒童電視品牌化進(jìn)程剛剛起步,有很多問題需要去思考和探究。制定合適的兒童電視頻道品牌發(fā)展戰(zhàn)略,對我國兒童電視的長遠(yuǎn)發(fā)展具有重要意義。本文主要以少兒頻道為研究對象,擬從我國兒童電視的歷史和現(xiàn)狀出發(fā),認(rèn)識目前我國兒童電視發(fā)展的基本特點和發(fā)展規(guī)律,運用SWOT分析法來分析目前我國兒童電視事業(yè)的優(yōu)勢、劣勢和面臨的機遇、威脅,并在此基礎(chǔ)上提出兒童電視頻道品牌發(fā)展戰(zhàn)略,最后結(jié)合上海哈哈少兒頻道的案例,研究和分析兒童電視頻道品牌發(fā)展戰(zhàn)略的應(yīng)用和效果。
[Abstract]:In March 2004, the State Administration of Radio, Film and Television issued a "Circular on the opening of Children's channels," urging CCTV to further run children's channels, and all localities should earnestly grasp the landing of CCTV's children's channels. Coverage of work; Provinces (districts, municipalities) and deputy provincial city television stations should create conditions for the gradual opening of children's channels. Since then, there has been a wave of children's channels throughout the country, and more than 30 provinces and municipalities have set up children's channels. Children's programs also sprang up. The rapid development of children's channels and children's columns heralded the new development prospects of children's television in China. On the one hand, children's television business flourished, on the other hand. The process of children's television brand has just started, there are many problems to be considered and explored, and to formulate a suitable children's television channel brand development strategy. It is of great significance to the long-term development of children's television in China. This paper mainly takes children's channel as the research object, and intends to proceed from the history and present situation of children's television in our country. This paper analyzes the advantages, disadvantages, opportunities and threats of children's television industry in China by means of the SWOT analysis method, which is based on the understanding of the basic characteristics and development rules of the development of children's television in China at present. On this basis, this paper puts forward the brand development strategy of children's TV channel, and finally studies and analyzes the application and effect of the brand development strategy of children's television channel with the case of Shanghai Ha-ha children's channel.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：G222-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號：1446256