【作者】 罗攀；

【导师】 杨海军；

【作者基本信息】 河南大学 ， 新闻学， 2007， 硕士

【摘要】 中国省级卫视的定位问题已经成为省级卫视生存与发展的基本战略问题。当代著名战略家杰克·特劳特在其著作《定位》一书中集中反映了其战略思想,也是其定位理论的集中体现。本文运用杰克·特劳特的定位理论,从我国省级卫视的实际情况出发,精辟分析了我国省级卫视的栏目定位、频道定位和品牌定位三个既相互区别又密切联系的方面,力求深入探讨我国省级卫视定位的内在规律。从1988年到1999年间,我国的卫星电视业取得了极大的发展,电视业的整体能力得到了很大的提升。但是在这十多年的发展过程中暴露出的一些问题成为省级卫视更高更快发展的羁绊:如“上天”容易,“落地”难、重事业性轻商业性以及忽视市场化管理等等。在这种体制下,省级卫视上星伊始就背负了时政综合频道重任,这种身份导致了省级上星频道定位模糊,众台一面。20世纪90年代中期以后,随着所有省级电视台上星和市场化进程的加快,省级卫视的传播角色也发生着渐变,其商业身份凸显。为了谋求更大的发展空间,各省级卫视纷纷进行改版,努力寻找特色定位,意欲摆脱同质化竞争的泥潭,省级卫视开始踏上了逐鹿新版图的漫漫征程。在全国大多数地区,省级卫视由于市场因素和政策因素都不成熟,要办成专业频道仍然是步履维艰。通过艰苦不懈的探索,这种既追求个性特色,又不妨碍履行社会职责,还可以追求最大化市场份额的“三合一”的特色频道,成为我国各省级电视人实现频道差异化的努力方向,其中涌现出了一些有代表性的省级卫视,它们在省级卫视的特色化建设方面取得了不俗的业绩。笔者选取了其中三家:女性特色频道——广西卫视、电视剧大卖场——安徽卫视和快乐中国——湖南卫视,分别从省级卫视的栏目定位、频道定位和品牌定位三个方面进行了深入地研究,以探索现实条件下省级卫视群体的系统优化、协调发展、共同提高的道路。更多还原

【Abstract】 The positioning of the provincial satellite TV in China has become a basic strategic issue for its survival and development. Contemporary famous marketing strategist Jack Trout expresses his strategic thinking in his book Positioning. In this paper, by using Jack Trout’s theory of positioning, the author analyzes incisively the positioning of the Chinese provincial satellite TV from the following three aspects: program positioning, channel positioning and brand positioning. The author seeks to explore in depth the inherent laws of the positioning of the provincial satellite TV in China.From 1988 to 1999, China’s satellite television industry has made a great progress. Its overall capacity has been greatly improved. Whereas, at the same time, there have been also revealed some problems that will impede the development of the provincial satellite TV. For example, the government neglected market management severely at that time. Thus, that led to the similarity between many different TV stations. And it is not a good phenomenon. After the mid-1990s, with the accelerating process of marketing, the role of Chinese provincial satellite TV has changed gradually. They began to pay more attention to their commercial capacity. To seek more space for development, each TV station tries their best to get out of the former confusing positioning. And it is not a easy one to do.For most provincial satellite TV, it is very difficult to establish a professional channel because market factors and policy factors are not mature yet. Through painstaking and persisting exploration, they finally find a perfect solution. That is to establish a featured channel. In this way, the provincial satellite TV can pursues their own personal characteristic, fulfills their social responsibility, and seeks to maximize their market share, too. Fortunately, many TV stations have realized that point. And they have already made a pretty good performance in their own way. The author chooses three of them as objects of research and has a detailed analysis on them. The first one is Guang Xi Satellite TV—female characteristic channel. The second one is An Hui Satellite TV—TV play marts. The third one is Hu Nan Satellite TV—Happy China. The author hopes that it can provides a reference on system optimization, coordinated development and enhancement for Chinese provincial satellite TV groups.更多还原