【作者】 姚艳姣；

【导师】 石长顺；

【作者基本信息】 华中科技大学 ， 新闻学， 2004， 硕士

【摘要】 2001年全国各地电视台对频道进行大规模的专业化调整,并进入专业化运作阶段。但是事实上,全国各地所谓的专业化频道几乎没有盈利的,而且专业化频道运作所必需的专业节目源严重缺乏,频道专业化的改革陷入了僵局。实践证明,在原有电视体制下运行的专业化频道运作模式是不成功的,探讨专业化频道新的传播理念和运作模式迫在眉睫。电视传播学理论和市场营销学理论是本文的主要理论支撑。本文首先论证了频道专业化是世界电视发展的潮流,然后对我国电视频道专业化的进程和现状进行全景扫描和分析,揭示出我国在频道专业化过程中所存在的问题和认识误区,从媒体功能、电视体制、受众心理、资源市场和市场营销等方面深层次剖析限制我国频道专业化发展的瓶颈,并借鉴国际上成熟的专业化频道的运作经验,有针对性地提出一套频道专业化的建设思路和营销策略,以求能对电视业务界有借鉴、指导意义,并为后来的研究提供若干思路。随着数字电视的发展进程列入国家规划表,数字付费电视频道陆续开播,电视节目制作市场进一步开放,我国电视频道专业化运作的空间也大大拓展,本文在最后也从三个方面论证了我国频道专业化运作的未来空间。更多还原

【Abstract】 TV stations in most area of our China initialed immensely specialization regulations in the year of 2001, and turned into the phase of specialization operation. However, in fact, the namely specialization channel in most area hardly won profit, and the indispensable program resources for specialization severe devoid. Reform of specialization trapped. Practice acclaimed, the mode of channel specialization operated in former TV system is ineffectual, it is urgent to probe the new promulgate idea and operation mode of the specialization channel.This thesis is based on the TV communication theory and the marketing theory. First, it demonstrates that the specialization channel is the trend of the globe TV development. Then, it makes a panoramic scanning of our TV channel specialization course, and analyses the existed problems in the course of channel specialization. Also it deeply anatomizes the bottleneck which restrict channel specialization from the aspects of the media function, the TV system, the audience mentality, the resource market and marketing management. It is used for reference of the international advanced operational experience of channel specialization, put forward a set of successful construction patterns and marketing strategy, in that it can be influenced in the TV operation fields, and also support several thoughts for the following research.Now the development of digital TV has listed on the National Schedule, pay channel will open in successions, TV program market opened further, our space of TV channel specialization enormously exploited. The last part of the thesis demonstrates the future of our channel specialization operation from three aspects.更多还原