城市電視臺本土化策略研究

文化產(chǎn)業(yè)管理論文編號:WHCY129 論文字?jǐn)?shù):23241,頁數(shù):26 附任務(wù)書,開題報告,外文翻譯,文獻(xiàn)綜述

目錄

1 城市電視臺發(fā)展困境 1
2 城市電視臺的發(fā)展環(huán)境分析 2
2.1 城市電視臺發(fā)展的宏觀環(huán)境 2
2.2 城市電視臺發(fā)展的中觀環(huán)境 6
2.3 城市電視臺發(fā)展的微觀環(huán)境 7
3 基于資源和能力理論的城市電視臺本土化策略研究 8
3.1 資源與能力理論概述 8
3.2 基于資源與能力理論的城市電視臺本土化策略研究框架 9
4 城市電視臺開發(fā)利用內(nèi)容資源的本土化策略 11
4.1 城市電視臺開發(fā)利用電視劇資源的本土化策略 11
4.2 城市電視臺自辦欄目開發(fā)利用的本土化策略 13
5 城市電視臺受眾資源開發(fā)與競爭的本土化策略 14
5.1 城市電視臺受眾資源競爭地位 14
5.2 城市電視臺受眾資源拓展的本土化策略 15
6 城市電視臺廣告資源拓展的本土化策略 16
7 城市電視臺多元化經(jīng)營 17
8 結(jié)論 20
致謝 20
參考文獻(xiàn) 21

摘要：城市電視臺是城市居民生活中的重要媒介渠道和信息來源，對城市經(jīng)濟(jì)文化發(fā)展和滿足人民的精神需要上有著不可或缺的作用，目前，城市電視臺的發(fā)展面臨著中央級，省級乃至外來媒體構(gòu)成的競爭壓力，亟待尋求一條適合自身條件的發(fā)展道路。分析城市電視臺所處的宏觀，中觀和微觀環(huán)境所構(gòu)成的發(fā)展條件得出城市電視臺的本土化策略符合城市電視臺貼近性的特點，能夠發(fā)揮其在本地的競爭優(yōu)勢。運用企業(yè)管理中的資源與能力理論，構(gòu)建城市電視臺的發(fā)展研究框架，通過開發(fā)內(nèi)容資源，打造自己的核心能力；并且有效利用受眾資源和廣告資源，強化自身的內(nèi)容特色和傳播特色，提高自身的適位能力，從而整合創(chuàng)新資源，尋求新的利潤空間，發(fā)揮動力能力，尋求多元化產(chǎn)業(yè)發(fā)展，最終形成核心競爭力，不斷完善自身的競爭優(yōu)勢，樹立和擴大城市電視臺的差異化競爭力，確立自身的本土化發(fā)展路徑。
  關(guān)鍵詞：城市電視臺；本土化；資源與能力

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