發(fā)布時(shí)間：2018-11-24 14:14

【摘要】：現(xiàn)今,省級(jí)衛(wèi)視的市場競爭環(huán)境日趨激烈,各省級(jí)衛(wèi)視不僅要面對(duì)央視的擠壓,還要面對(duì)其他省級(jí)衛(wèi)視和城市電視媒體的收視市場爭奪,再加上新媒體的快速崛起,受眾資源不斷分流,省級(jí)衛(wèi)視正面臨巨大的生存和發(fā)展壓力。省級(jí)衛(wèi)視陣營內(nèi)部“馬太效應(yīng)”也日趨凸顯,優(yōu)勢(shì)節(jié)目資源和廣告資源向湖南、江蘇、浙江等強(qiáng)勢(shì)省級(jí)衛(wèi)視匯聚,使得二、三線省級(jí)衛(wèi)視更是舉步維艱。如何在內(nèi)擠外壓中獲得突破和發(fā)展,成為弱勢(shì)省級(jí)衛(wèi)視共同面對(duì)的問題。本文以處于不利競爭地位的河北衛(wèi)視作為研究對(duì)象,運(yùn)用文獻(xiàn)分析、SWOT分析和經(jīng)驗(yàn)總結(jié)等方法和平臺(tái)戰(zhàn)略的相關(guān)理論,通過對(duì)其運(yùn)營的外部環(huán)境、行業(yè)環(huán)境及自身運(yùn)營現(xiàn)狀的研究,找到影響其發(fā)展的主要因素,包括內(nèi)部運(yùn)營環(huán)境的優(yōu)勢(shì)和劣勢(shì),外部運(yùn)營環(huán)境的機(jī)會(huì)和威脅,并據(jù)此構(gòu)建了SWOT矩陣模型,推論出WO戰(zhàn)略更適合河北衛(wèi)視的發(fā)展,即克服內(nèi)部劣勢(shì),利用外部機(jī)會(huì)來扭轉(zhuǎn)不利局面。隨之,又針對(duì)WO戰(zhàn)略為河北衛(wèi)視提出了管理機(jī)制改革、節(jié)目生產(chǎn)與編排以及營銷推廣等針對(duì)性策略,尋求解決節(jié)目創(chuàng)新力不足、廣告營銷乏力及資金短缺等不利問題的有效途徑。本文的研究,將會(huì)對(duì)河北衛(wèi)視制定發(fā)展策略具有現(xiàn)實(shí)指導(dǎo)意義,同時(shí)也對(duì)省級(jí)其他衛(wèi)視具有借鑒和參考意義。
[Abstract]:Nowadays, the market competition environment of provincial TV is becoming more and more fierce. Each provincial TV station has to face not only the squeeze of CCTV, but also the competition between other provincial TV stations and the city TV media, as well as the rapid rise of new media. Audience resources continue to divert, provincial satellite TV is facing enormous survival and development pressure. The "Matthew effect" within the provincial TV camp is also increasingly prominent. The superior program resources and advertising resources converge to Hunan, Jiangsu, Zhejiang and other strong provincial satellite TV, making the second and third line provincial TV is even more difficult. How to achieve breakthrough and development in the pressure of internal crowding and external pressure has become a common problem faced by weak provincial satellite TV. This paper takes Hebei Satellite TV, which is in an unfavorable position of competition, as the research object, using the methods of literature analysis, SWOT analysis and experience summarization, and the relevant theories of platform strategy, through the external environment of its operation. Based on the research of the industry environment and its own operation status, the main factors influencing its development, including the advantages and disadvantages of the internal operating environment, the opportunities and threats of the external operating environment, are found, and the SWOT matrix model is constructed. It is inferred that WO strategy is more suitable for the development of Hebei Satellite TV, that is, overcoming internal disadvantages and taking advantage of external opportunities to reverse the adverse situation. Then, aiming at the WO strategy, the author puts forward some targeted strategies for Hebei Satellite TV, such as management mechanism reform, program production and arrangement, marketing promotion and so on, in order to solve the shortage of program innovation. Advertising marketing weakness and shortage of funds and other adverse problems of effective ways. The research in this paper will be of practical significance for Hebei Satellite TV to formulate development strategy, but also for other provincial satellite TV reference and reference.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2-F

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