移動互聯(lián)網(wǎng)時代廣播節(jié)目傳播策略研究
發(fā)布時間：2018-08-12 09:14
【摘要】：移動互聯(lián)網(wǎng)的興起,顛覆了人們接受廣播節(jié)目信息的方式。在新的傳播環(huán)境下,廣播的傳播策略和過去相比已經(jīng)發(fā)生了很大的改變。此外,廣播節(jié)目作為廣播平臺的重要組成部分,對平臺發(fā)展至關(guān)重要,如何順應(yīng)時代發(fā)展更好地打造節(jié)目已成為了業(yè)界和學(xué)界長期研究的重要議題。在今天,內(nèi)容打造、品牌構(gòu)建和傳播策略的創(chuàng)新是決定廣播節(jié)目競爭力的關(guān)鍵要素。本文從移動互聯(lián)網(wǎng)時代角度,以廣播節(jié)目內(nèi)容打造、品牌構(gòu)建和傳播策略三個方面闡述如何提升節(jié)目的競爭力和影響力。第一章主要介紹研究背景、前人的研究成果、研究方法和研究意義;第二章,從廣播節(jié)目在移動互聯(lián)網(wǎng)時代的競爭現(xiàn)狀入手,引入SWOT分析法分析廣播節(jié)目的優(yōu)勢、劣勢、機會和威脅,以此說明傳播策略對于廣播節(jié)目的重要性;第三章研究廣播節(jié)目的內(nèi)容獲取和生產(chǎn)在移動互聯(lián)網(wǎng)時代產(chǎn)生的變化,從海量的內(nèi)容來源、數(shù)據(jù)支撐下的內(nèi)容選擇、精準的內(nèi)容定位及內(nèi)容的變現(xiàn)四個方面分析有效傳播的形成機制;第四章重點分析品牌構(gòu)建對于廣播節(jié)目傳播的作用,從前期調(diào)研、描繪用戶畫像、品牌定位、界定品牌價值四個方面闡明了廣播節(jié)目品牌構(gòu)建的要點;第五章研究廣播節(jié)目在移動互聯(lián)網(wǎng)時代的傳播策略,從傳播的矩陣化、傳播的多變與高效、掌握流量入口、多維傳播效果評估及經(jīng)營與傳播互動五個角度解讀傳播策略對廣播節(jié)目的意義。本文中結(jié)合了大量廣播節(jié)目案例說明,更大程度的保證了研究的前沿性和可靠性,為嶄新市場環(huán)境和傳播環(huán)境下的廣播節(jié)目的健康快速發(fā)展提供幫助。
[Abstract]:The rise of the mobile Internet has overturned the way people receive information from radio programs. In the new communication environment, the broadcasting strategy has changed greatly compared with the past. In addition, as an important part of the broadcast platform, radio programs are very important to the development of the platform. How to adapt to the development of the times to better create programs has become an important topic of long-term research in the industry and academia. Today, content building, brand building and communication strategy innovation are the key factors to determine the competitiveness of radio programs. From the point of view of the mobile internet era, this paper expounds how to enhance the competitiveness and influence of the program from three aspects: radio program content creation, brand building and communication strategy. The first chapter mainly introduces the research background, the previous research results, the research methods and the research significance; the second chapter, from the broadcast programs in the mobile Internet era of the competitive situation, the introduction of SWOT analysis of the advantages and disadvantages of broadcast programs, Opportunities and threats to illustrate the importance of communication strategies for broadcast programs; chapter III studies the changes in content acquisition and production in the mobile Internet age, from mass content sources to content choices supported by data. Four aspects of accurate content positioning and content realization analysis of the formation mechanism of effective communication. Chapter four focuses on the role of brand building for broadcast program transmission, from the previous research, depicting user portraits, brand positioning, The fifth chapter studies the communication strategy of broadcast programs in the era of mobile Internet, from the matrix of communication, the variability and efficiency of communication, the flow of the entrance, the fifth chapter studies the communication strategies of radio programs in the era of mobile Internet. This paper analyzes the significance of communication strategy to broadcast programs from five angles of multidimensional communication effect evaluation and operation and communication interaction. This paper combines a large number of broadcast program cases to ensure the research of the forefront and reliability to a greater extent, for the new market environment and the dissemination environment of the sound and rapid development of radio programs to provide help.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G222
[Abstract]:The rise of the mobile Internet has overturned the way people receive information from radio programs. In the new communication environment, the broadcasting strategy has changed greatly compared with the past. In addition, as an important part of the broadcast platform, radio programs are very important to the development of the platform. How to adapt to the development of the times to better create programs has become an important topic of long-term research in the industry and academia. Today, content building, brand building and communication strategy innovation are the key factors to determine the competitiveness of radio programs. From the point of view of the mobile internet era, this paper expounds how to enhance the competitiveness and influence of the program from three aspects: radio program content creation, brand building and communication strategy. The first chapter mainly introduces the research background, the previous research results, the research methods and the research significance; the second chapter, from the broadcast programs in the mobile Internet era of the competitive situation, the introduction of SWOT analysis of the advantages and disadvantages of broadcast programs, Opportunities and threats to illustrate the importance of communication strategies for broadcast programs; chapter III studies the changes in content acquisition and production in the mobile Internet age, from mass content sources to content choices supported by data. Four aspects of accurate content positioning and content realization analysis of the formation mechanism of effective communication. Chapter four focuses on the role of brand building for broadcast program transmission, from the previous research, depicting user portraits, brand positioning, The fifth chapter studies the communication strategy of broadcast programs in the era of mobile Internet, from the matrix of communication, the variability and efficiency of communication, the flow of the entrance, the fifth chapter studies the communication strategies of radio programs in the era of mobile Internet. This paper analyzes the significance of communication strategy to broadcast programs from five angles of multidimensional communication effect evaluation and operation and communication interaction. This paper combines a large number of broadcast program cases to ensure the research of the forefront and reliability to a greater extent, for the new market environment and the dissemination environment of the sound and rapid development of radio programs to provide help.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G222
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