新试析媒体核心竞争力策划-以传统电视媒体为例

范文编号:MF002  字数:17662.页数:21，新闻学
摘  要
 改革开放以来，我国电视事业取得了长足的发展，尤其是卫星电视的发展，有力地改变了原有的电视传播格局。许多省市已建成从城市到农村，有线与无线、广播与电视、卫星与地面、数字与模拟相结合的多层次、多功能的广播电视传输覆盖网络，为群众提供了丰富的精神食粮，成为广大群众了解党和国家的方针政策、国内外形势发展变化的重要途径。随着我国经济的快速发展，精神生活日益丰富，互联网技术的发展，广大的观众已经不满足于只是了解国内外的形势，而是希望有越来越多丰富多彩的节目来提升人们精神文化。以往单调的节目早已不能满足人们的需要，观众希望看到更加精彩、丰富的节目，同时要求新闻、信息的快速有效传递。以及能够提供更多种类的节目以满足不同的观众的品味。
 在互联网的冲击下，很多现有的电视节目，不能满足观众的要求，没有吸引力，因而得不到观众的支持，所以只能在日趋激烈的竞争中被人们遗忘，收视率日益下降，效益低下，最终被挤出市场。然而由于传统媒体具有其特殊性和不可替代性，因此进一步发展我国的电视等传统媒体在新形势下仍然具有重要的意义。
 本文结合当前电视等传统媒体面临的新环境，分析其自身的优势和劣势，指出其存在的问题，同时与国内外成功的电视节目相比较，通过全面的优势、劣势和内外环境的分析，寻找存在问题的原因，提出相应的对策，从而提高传统媒体的核心竞争力。
 
关键词：媒体；核心竞争力；电视媒体

Abstract
 Since reform and opening up to the world, China's TV industry has made considerable development, particularly satellite television had effectively changed the pattern of the original television. Many provinces and municipalities have been completed wired and wireless, radio and television, satellite and the ground from cities to rural areas, a combination of digital and analog multi-layered, multi-functional coverage of radio and television transmission network for the masses to provide a wealth of spiritual food, to become the masses to understand the principle of party and state policies, the development of the situation at home and abroad an important way to change. As China's rapid economic development, spiritual life is becoming richer, the development of Internet technology, the majority of the viewers are not satisfied with just understanding the situation home and abroad, but would like to have more and more rich and colorful programs to enhance people's spiritual and cultural. Monotonous past programs have long been unable to meet the needs of the people, the audience would like to see more exciting, enriching programs and requested news and information quickly and efficiently transfer. So as to provide a greater variety of programs to meet the different tastes of the audience.
 Under the impact of the Internet, many existing television programs can not meet the requirements of the audience, there is no appeal, so that there is little support from the audience, so only in the increasingly fierce competition to be forgotten, with declining ratings and cost-effective lower, and be put out of the market. However, due to the unique nature of traditional media and non-substitutability, so the further development of China's television and other traditional media in the new situation is still of great significance.
 In this paper ,we tell the current television and other traditional media are facing a new environment, analyzing their own strengths and weaknesses, pointing out that the question of its existence, at the same time with the success of television programs at home and abroad, compared to the adoption of a comprehensive strengths, weaknesses and analyze the internal and external environment to find the existence of the cause of the problem and put forward corresponding countermeasures, thereby to build the traditional media's core competitiveness.
 
Keywords：Media；Core Competitiveness；TV media

目     录
摘  要 3
Abstract 4
一、绪论 6
（一）文献综述 6
1.核心竞争力概念 6
2.电视媒体核心竞争力的构成要素分析 7
3.电视媒体核心竞争力的提出 7
（二）研究框架 8
二、传媒业发展概述 8
（一）传统电视媒体发展面临的环境分析 8
（二）传统电视媒体核心竞争力的现状 9
1.传统电视媒体核心竞争力存在的问题 10
2.缺乏核心竞争力的原因分析 11
三、国内外传统媒体的发展研究 11
（一）国内电视媒体的成功案例分析 11
（二）国外电视媒体的发展趋势研究 12
四、探析增强媒体核心竞争力的途径及策略 13
（一）注重塑造品牌栏目 13
1.内容定位 13
2.节目形态定位 14
3.功能定位 14
4.受众定位 14
（二）建立人才引进机制 15
（三）利用国家政策的支持，加快专业化重组 15
（四）注重运营机制的创新 16
（五）重视公关、宣传和包装 16
结  语 18
参考文献 19
致  谢 21

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