本文關(guān)鍵詞： 紀(jì)錄片頻道 專業(yè)化 現(xiàn)狀 發(fā)展策略　出處：《南昌大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：“一個(gè)國(guó)家沒有紀(jì)錄片，就像一個(gè)家庭沒有相冊(cè)”，，充分地顯示了紀(jì)錄片在一個(gè)國(guó)家或民族史上應(yīng)有的特殊地位。中國(guó)紀(jì)錄片經(jīng)歷了輝煌、低谷、轉(zhuǎn)機(jī)到復(fù)蘇的歷程，經(jīng)歷了從欄目化到頻道化的發(fā)展，各紀(jì)錄（紀(jì)實(shí)）頻道逐步取得發(fā)展，央視紀(jì)錄頻道開播后，圍繞紀(jì)錄片頻道化、產(chǎn)業(yè)化的探討和研究成果明顯增多。隨著高清付費(fèi)電視、互動(dòng)電視和新媒體技術(shù)的發(fā)展，受眾的細(xì)分化和多元化需求使頻道的發(fā)展呈現(xiàn)專業(yè)化、分眾化、窄播化的趨勢(shì)，中國(guó)紀(jì)錄片頻道專業(yè)化發(fā)展呈現(xiàn)新的格局和態(tài)勢(shì)。 目前其發(fā)展還處于不成熟階段，面臨紀(jì)錄片頻道優(yōu)良運(yùn)作團(tuán)隊(duì)的缺位、成品資源參差不等、頻道受眾的分眾化與大眾化的博弈、頻道品牌產(chǎn)業(yè)鏈不完善、頻道評(píng)估機(jī)制不夠健全等問題，同時(shí)如何落實(shí)制播分離制度，打造紀(jì)錄片品牌頻道，實(shí)現(xiàn)紀(jì)錄片頻道市場(chǎng)產(chǎn)業(yè)化是重中之重。針對(duì)這些現(xiàn)狀和問題，本文運(yùn)用傳播學(xué)理論，品牌傳播策略，市場(chǎng)營(yíng)銷管理等理論，從運(yùn)作機(jī)制、節(jié)目成品、受眾定位與細(xì)分、專業(yè)化品牌產(chǎn)業(yè)價(jià)值鏈、綜合評(píng)估體系五個(gè)方面進(jìn)行策略探析。希望本文對(duì)于中國(guó)紀(jì)錄片頻道化發(fā)展之路提供一些參考。
[Abstract]:"A country without documentaries is like a family without albums", which fully shows the special status of documentaries in the history of a country or a nation. Chinese documentaries have experienced a glorious and low ebb. Turning to the recovery of the process, experienced from column to channel development, the record (documentary) channel gradually achieved development, CCTV record channel after the start of broadcast, around the documentary channel. With the development of HDTV, interactive TV and new media technology, the demand of audience differentiation and diversification makes the channel development become more and more specialized. With the trend of narrow broadcasting, the specialization of Chinese documentary channel presents a new pattern and trend. At present, its development is still in the immature stage, facing the lack of good operation team of documentary channel, uneven finished product resources, channel audience focus and popular game, channel brand industry chain is not perfect. Channel evaluation mechanism is not perfect and so on. At the same time, how to implement the system of separation of production and broadcasting, create documentary brand channel, and realize the market industrialization of documentary channel is the most important. In view of these current situation and problems. This paper uses the theory of communication, brand communication strategy, marketing management, from the operational mechanism, program products, audience positioning and segmentation, professional brand industry value chain. I hope this paper can provide some references for the development of documentary channel in China.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J952

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