城市电视台本土化策略研究

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摘要：城市电视台是城市居民生活中的重要媒介渠道和信息来源，对城市经济文化发展和满足人民的精神需要上有着不可或缺的作用，目前，城市电视台的发展面临着中央级，省级乃至外来媒体构成的竞争压力，亟待寻求一条适合自身条件的发展道路。分析城市电视台所处的宏观，中观和微观环境所构成的发展条件得出城市电视台的本土化策略符合城市电视台贴近性的特点，能够发挥其在本地的竞争优势。运用企业管理中的资源与能力理论，构建城市电视台的发展研究框架，通过开发内容资源，打造自己的核心能力；并且有效利用受众资源和广告资源，强化自身的内容特色和传播特色，提高自身的适位能力，从而整合创新资源，寻求新的利润空间，发挥动力能力，寻求多元化产业发展，最终形成核心竞争力，不断完善自身的竞争优势，树立和扩大城市电视台的差异化竞争力，确立自身的本土化发展路径。
  关键词：城市电视台；本土化；资源与能力

THE STUDY ON URBAN TELEVISION NATIVIZE STRATEGY
  ABSTRACT:The urban television is a important media channel and imformation source in the urban resident’s daily life. At present, The development of urban television is faced with the competitive pressure from central, province and outside media. It’s badly in need of finding a development way which adapted itself’s condition. By analysing the urban television’s macro ,medium and micro environment, we can find that the nativize strategy of urban television meet the closing property and can make full use of competitive advantages.Using resouse and ability theory in enterprise management we can structure the frame of the study on urban television nativize strategy. By means of exploiting resourse of content,thus make core ability. Moreover, by using audience and advertisement resourse effetively then strengthening own content and diffuse characteristic then improve the adapting ability. At last, By integrating the creativity resourse and finding new profit space to realize the motiving ability. The urban televion can through finding development in various industries then form the core competitive ability. Also can perfect own competitive advantages to establish and enlarge the divengence of competitive power in order to form own nativize development road.
 Key words: urban television;nativize; resourse and ability
 
 
 
 
目录

1 城市电视台发展困境 1
2 城市电视台的发展环境分析 2
2.1 城市电视台发展的宏观环境 2
2.2 城市电视台发展的中观环境 6
2.3 城市电视台发展的微观环境 7
3 基于资源和能力理论的城市电视台本土化策略研究 8
3.1 资源与能力理论概述 8
3.2 基于资源与能力理论的城市电视台本土化策略研究框架 9
4 城市电视台开发利用内容资源的本土化策略 11
4.1 城市电视台开发利用电视剧资源的本土化策略 11
4.2 城市电视台自办栏目开发利用的本土化策略 13
5 城市电视台受众资源开发与竞争的本土化策略 14
5.1 城市电视台受众资源竞争地位 14
5.2 城市电视台受众资源拓展的本土化策略 15
6 城市电视台广告资源拓展的本土化策略 16
7 城市电视台多元化经营 17
8 结论 20
致谢 20
参考文献 21

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