本文選題：我國 + 電視��； 參考：《東北師范大學(xué)》2007年碩士論文

【摘要】： “頻道專業(yè)化”曾被稱為中國電視的第二次創(chuàng)業(yè),隨著電視產(chǎn)業(yè)化進程的加速和市場競爭的加劇,頻道專業(yè)化也越來越凸顯它的重要性。所謂頻道專業(yè)化實質(zhì)上就是對觀眾進行對位性細分。它是指在現(xiàn)有的頻道資源條件下,以頻道為單位進行內(nèi)容定位劃分,從而使節(jié)目內(nèi)容較為集中地反映某個特定領(lǐng)域的需要。也就是說,頻道專業(yè)化是對電視頻道傳播內(nèi)容的一種梳理和安排,將內(nèi)容一致或相關(guān)的節(jié)目放在同一頻道中播放,形成一個電視頻道傳播內(nèi)容上的獨特性。頻道專業(yè)化是電視發(fā)展的必然,也是滿足觀眾日益增長的文化消費的需求,更是電視適應(yīng)市場競爭的合理選擇。 早期的綜合電視臺都是想把各類觀眾一網(wǎng)打盡,不論男女老少,也不分社會分層和文化取向。現(xiàn)在一些超級電視媒體仍然采取這種戰(zhàn)略,但更多的電視系統(tǒng)寧愿找準一部分觀眾的特殊需求,專心為他們服務(wù)。不過這需要一個前提——網(wǎng)絡(luò)覆蓋面。一套電視節(jié)目的效益,不論社會效益還是經(jīng)濟效益,取決于兩個因素:覆蓋面積與收視率,細分后的觀眾比例小了,必須有一個相當可觀的頻道覆蓋面才能讓節(jié)目充分發(fā)揮影響,才能有較高的廣告收入,才能實現(xiàn)保證像樣的節(jié)目質(zhì)量,有一個良性循環(huán)。 電視發(fā)展的速度太快,超出了人們的想象。頻道多了,觀眾多了選擇,業(yè)者多了機會。但多也有多的難處,對于觀眾來說,太多的頻道讓人不知如何選擇;對于電視業(yè)者來說危機更明顯、競爭必然更激烈。正是面對電視頻道不斷增多的局面,才有了頻道專業(yè)化的對策。從一定程度上講,電視已經(jīng)從過去的“廣播”時代進入到“狹播”時代。 然而,統(tǒng)觀中國電視近二十年的專業(yè)化發(fā)展之路,并不盡是鮮花與掌聲,頻道設(shè)置千臺一面、節(jié)目內(nèi)容克隆成風(fēng)、節(jié)目資源匱乏、受眾需要得不到滿足等因素使得中國的電視頻道專業(yè)化之路已經(jīng)走入困境之中。究其實質(zhì),傳統(tǒng)的大眾傳播已不能適應(yīng)社會的需要,媒介越來越呈現(xiàn)“分眾化”趨勢,傳媒有針對性地傳送符合受眾各自口味的信息,形成了分眾化傳播。與此同時,媒介對受眾市場的細分不夠,不能滿足受眾的差異性需求。本文結(jié)合國際、國內(nèi)電視業(yè)的發(fā)展情況,對中國電視的頻道專業(yè)化進行分析與研究,尋找中國特色電視頻道專業(yè)化的生存之路。本文主要分為四個部分: 第一部分,概述了電視頻道專業(yè)化的理論依據(jù)。一方面,從電視傳播學(xué)角度來看,受眾理論中的社會分化論以社會學(xué)為基礎(chǔ),按照受眾的性別、年齡、文化程度、工資收入、職業(yè)、籍貫、民族、居住地區(qū)等人口統(tǒng)計學(xué)上的因素,將受眾劃分為不同社會群體類別,社會分化論通過這些可變因素與人們信息接收行為之間的聯(lián)系,指導(dǎo)傳播機構(gòu)分析和預(yù)測不同受眾群體的有選擇性的媒介信息接收行為,進而設(shè)計和制作訊息。同時還提出了非群體化傳播時代的到來,這是美國未來學(xué)家阿爾文·托夫勒在《第三次浪潮》一書中提到的。另一方面,從經(jīng)濟學(xué)角度分析,提出分眾化理論和市場細分理論。這兩種理論分別是由20世紀80年代的日本著名廣告媒體“博報堂”首次提出“分眾時代”的全新概念以及20世紀50年代中期美國市場營銷學(xué)家溫德爾R史密斯(Wendell R.Smith)在總結(jié)企業(yè)市場營銷的實踐經(jīng)驗基礎(chǔ)上首次提出的。 第二部分,提出問題。在分析了電視頻道專業(yè)化的必然趨勢后,著重分析了中國電視頻道專業(yè)化的生存困境以及存在的問題。頻道發(fā)展方向的偏移,即專業(yè)頻道更象是準綜合頻道,雖然具有專業(yè)特色,但頻道定位還是面向大眾;頻道缺乏創(chuàng)新意識,模仿成風(fēng)導(dǎo)致收視效果較差;廣告盈利模式單一也是一大瓶頸,畢竟專業(yè)頻道不允許節(jié)目在播出過程中或播出后插播廣告,而目前的頻道專業(yè)化卻依然以廣告盈利為主;再就是頻道專業(yè)人才的缺乏。 文章的第三部分以探求原因為主要內(nèi)容。主要從受眾市場細分不足、受眾市場調(diào)查不規(guī)范以及行政體制方面來探索我國電視頻道專業(yè)化之所以慢步不前的原因之所在。中國專業(yè)化電視頻道的劃分缺少對媒體消費市場的調(diào)查研究。缺少市場調(diào)查的專業(yè)劃分造成許多的不良后果,不但不能形成窄播化、分眾化、培養(yǎng)受眾的忠誠度,相反會加劇受眾收視的隨意性、選擇性和自由性。 第四部分內(nèi)容主要是在前兩部分分析的基礎(chǔ)上,有的放矢的尋找解決問題的辦法。我們常常注重的是節(jié)目播出后的反饋效果,實際上,對受眾的前饋調(diào)查也是致關(guān)重要的。美國傳播學(xué)者威爾伯·施拉姆認為前饋是事先對受眾做調(diào)查研究,了解其心理需求、構(gòu)成、行為等等。進行了市場調(diào)查,就要確立受眾的市場定位,這是發(fā)展電視頻道專業(yè)化的關(guān)鍵。專業(yè)化頻道能否受歡迎、可否在市場上站住腳,準確定位是頻道的立足之本。頻道定位主要是確定節(jié)目的宗旨和風(fēng)格,明確頻道的經(jīng)營思路,找準目標收視群。品牌欄目的培育是發(fā)展電視頻道專業(yè)化的核心,沒有好欄目,就沒有固定收視群,并且我國已經(jīng)實行制播分離制度,這給我國頻道專業(yè)化的實行和發(fā)展帶來優(yōu)勢。最后,對付費電視的發(fā)展以及存在的問題做出了分析。付費電視系統(tǒng)能夠推進我國頻道專業(yè)化的發(fā)展,它提供了更豐富的內(nèi)容和個性化、人性化的服務(wù);提供了新的商業(yè)模式,打破以往盈利模式單一的狀況;為廣告主提供更有效的營銷傳播途徑,不再插播廣告,而是以欄目冠名權(quán)、現(xiàn)場促銷等形式為企業(yè)提供多種營銷方式。 本文采用對比分析法、文獻法、個案分析法等研究方法對中國電視頻道專業(yè)化面臨的問題和生存策略進行研究。
[Abstract]:"Channel specialization" has been called the second business of Chinese television. With the acceleration of the process of television industrialization and the intensification of the market competition, channel specialization is becoming more and more important. The so-called channel specialization is essentially a subdivision of the audience. It refers to the channel as a single channel under the existing channel resources. The content locates and divides the content so that the content of the program is more concentrated to reflect the needs of a particular field. That is to say, the channel specialization is a sort of arrangement and arrangement of the content of the television channel, which is played on the same channel in the same or related programs, forming the uniqueness of the content of a TV channel. Professionalization of the road is the inevitable trend of TV development, and it also meets the growing demand of cultural consumption of the audience. It is also a reasonable choice for TV to adapt to market competition.
Early integrated television stations are trying to get all kinds of audiences, men, women, old and young, social stratification and cultural orientation. Now, some super TV media still take this strategy, but more TV systems prefer to find out the special needs of a part of the audience and concentrate on serving them. But this requires a premise. Coverage. The benefits of a set of TV programs, regardless of social and economic benefits, depend on two factors: the coverage area and the viewing rate, the small proportion of the audience after subdivision, and a considerable channel coverage to allow the program to fully exert its influence and have a higher advertising revenue to achieve a decent program. Quality, there is a virtuous circle.
Television has developed too fast, beyond people's imagination. There are many channels, the audience has a choice, the industry has more opportunities. But there are many difficulties. For the audience, too many channels make people do not know how to choose; for the television industry, the crisis is more obvious and the competition must be more intense. It is the increasing situation of TV channels. To some extent, television has entered the era of "narrow broadcasting" from the past "broadcasting" era.
However, the road to the professional development of Chinese television in the past twenty years is not full of flowers and applause, the channel is set thousands of sides, the program content is cloned, the program resources are scarce, the audience needs to be met and other factors make the road of the TV channel specialization in China into a difficult situation. The media can not adapt to the needs of the society, the media is more and more "divided" trend, the media can transmit the information that conforms to the tastes of the audience. At the same time, the subdivision of the media to the audience's market is not enough to meet the difference demand of the audience. The specialization of TV channels in China is analyzed and studied to find out the way of professionalization of TV channels with Chinese characteristics. This article is divided into four parts:
In the first part, the theoretical basis for the specialization of TV channels is summarized. On the one hand, from the perspective of television communication, the theory of social differentiation in the audience theory is based on sociology, and the demographic factors such as gender, age, cultural degree, wage and income, occupation, native place, nationality, and residential area are divided into different audiences. The social group category, the social differentiation theory, through the connection between these variable factors and the people's information receiving behavior, instruct the disseminating agencies to analyze and predict the selective media information receiving behavior of different audience groups, and then design and produce the information. Meanwhile, it also puts forward the arrival of the era of non group communication, this is the American futurist. On the other hand, on the other hand, from the perspective of economics, Alvin Toffler put forward the theory of division and market subdivision. The two theories were first proposed by the famous Japanese advertising media in 1980s, the new concept of "the division of the crowd" and the mid 1950s. American Marketing scientist Wendell R Wendell (Wendell R.Smith) first proposed on the basis of summing up the practical experience of enterprise marketing.
The second part, put forward the question. After analyzing the inevitable trend of the TV channel specialization, this paper emphatically analyzes the existence predicament and the existing problems of the Chinese TV channel specialization. The channel development direction is offset, that is, the professional channel is more like a quasi comprehensive channel, although it has special specialty, but the channel orientation is still facing the public; the channel is lack of creation. New awareness, imitating the wind leads to poor viewing effect; the single advertising profit model is a big bottleneck, after all, professional channels do not allow programs to broadcast in the broadcast process or after broadcasting, but the current channel specialization is still based on advertising profit; and then the lack of channel professionals.
The third part of the article is mainly to explore the reasons, mainly from the lack of subdivision of the audience market, the non standard of the audience market investigation and the administrative system to explore the reason why the specialization of TV channels in China is slow. The lack of the investigation and Research on the media consumption market by the division of Chinese specialized TV channels. The professional division of the market survey results in many adverse consequences. It can not only form a narrow sowing, divide the public, and cultivate the loyalty of the audience. On the contrary, it will aggravate the randomness, selectivity and freedom of the audience.
The fourth part is mainly on the basis of the analysis of the first two parts to find a way to solve the problem. We often pay attention to the feedback effect after the program broadcast. In fact, the feedforward investigation of the audience is also important. The American communication scholar Wilbur Skei Rahm thinks that the feedforward is the investigation and study of the audience in advance, To understand its psychological needs, composition, behavior and so on. In the market investigation, we should establish the market positioning of the audience. This is the key to the development of the TV channel specialization. Whether the professional channel is popular, can we stand on the market and locate the channel accurately is the base of the channel. The channel orientation is mainly to determine the purpose and style of the program and clear frequency. The cultivation of the brand column is the core of the development of the TV channel specialization. Without good columns, there is no fixed viewing group, and our country has already implemented the system of production and separation. This brings the advantages to the implementation and development of our channel specialization. Finally, we deal with the development of the fee TV and the existing problems. The pay TV system can promote the development of China's channel specialization. It provides more rich content, personalized and humanized service, provides a new business model, breaks the single profit pattern of the past, provides more effective marketing transmission ways for advertisers, no longer broadcast advertisements, but is the right to name the column, Field sales promotion and other forms provide various marketing methods for enterprises.
This paper adopts comparative analysis, literature review, case analysis and other research methods to study the problems and survival strategies of Chinese TV channel specialization.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：G229.2-F

【引證文獻】

相關(guān)碩士學(xué)位論文 前5條

1 王爽;以中央電視臺科教頻道（CCTV-10）為例，探究我國科教頻道的發(fā)展[D];哈爾濱師范大學(xué);2011年

2 吳卅;電視頻道專業(yè)化背景下的CCTV-5頻道研究[D];北京體育大學(xué);2009年

3 李爽;從吉林省電視臺制播分離的實踐看電視節(jié)目制播的改革[D];哈爾濱工業(yè)大學(xué);2009年

4 劉英;房地產(chǎn)項目電視媒體營銷研究[D];廣西大學(xué);2012年

5 唐苗;混媒體時代美國電視媒體的內(nèi)容生產(chǎn)[D];湖南大學(xué);2011年

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本文編號：1911263