【作者】 陈香；

【导师】 孙发友；

【作者基本信息】 华中科技大学 ， 新闻学， 2007， 硕士

【摘要】 近年来,一些纪录片如《故宫》、《再说长江》、《大国崛起》等的成功播出,在社会上引起强烈的反响。这使得纪录片研究又成为一个热门话题,尤其是关于纪录片的未来走向和如何市场化等焦点问题。全文紧紧围绕市场化是中国电视纪录片发展的必由之路这一论题展开。首先回顾中国电视纪录片市场化发展的历程,并对中国纪录片按市场化概念进行分类,即无市场化时期、市场化的萌芽时期、市场化的探索时期和初步市场化时期;然后指出纪录片市场化进程中出现的问题,即市场化生存的危机以及市场化创作的缺陷;继而提出了中国纪录片的市场化要求,具体表现为建立适应纪录片运作的机制,明确纪录片创作理念和制作理念的定位,并从国际知名纪录片市场化的成功案例中总结经验;经分析得出结论:纪录片要想走得更远,应以市场观念促改革,以国际合作拓思路,以立足本土求发展。本文采用例证法、归纳法、比较法对纪录片的市场化进行阐述,综合运用新闻学、传播学、市场营销学等学科来研究探讨,为该领域的媒体从业人员和研究人员提供有益的参考和借鉴。更多还原

【Abstract】 Recently, a series successful broadcasting TV documentaries, the summer palace, say Yangtze River again, the rise of great nations, have aroused strong response in the society. And the research of the TV documentary has become a hot point, especially about the future trend and marketing of TV documentary.This paper mainly focuses on the Marketing of Chinese TV documentary. The history of the Chinese TV documentary is firstly surveyed, and it is classified into four stages including non-marketing, sprouting, discovery and marketing. Then the problems of the marketing course are drawn, which are the living crisis and producing drawback of the Chinese TV documentary. Furthermore, the marketing requirements are concluded, which include the establishment of the operation mechanism and verifying the creating and producing concepts. Moreover, the experiences are drawn from the successful marketing cases of international famous TV documentaries. Finally, the future expectation of Chinese TV documentary is forecasted.The marketing of TV documentary is discussed with the methods of exemplification, induction and comparison, and explored combined with the field of journalism, communication and marketing. It can provide beneficial guidance for the researchers and employees of related fields.更多还原