北廣傳媒移動電視的現狀與發展

文化產業管理論文編號:WHCY088 論文字數:15779,頁數:20 附任務書,開題報告,外文翻譯,文獻綜述

目  錄
第一章  北廣傳媒移動電視現狀 2
第一節 全國移動傳媒現狀 2
一、全國移動傳媒的繁榮發展 2
二、全國第一個移動電視傳媒城市—上海 2
第二節  北廣傳媒移動電視的現狀 3
第二章  北廣傳媒移動電視的市場環境及SWOT評估 3
第一節  SWOT分析之“O”（opportunities,機會） 3
第二節 SWOT分析之“T”（Threats,威脅） 5
第三節  SWOT分析之“S”（strengths，優勢） 6
第四節  SWOT分析之“W”（Weaknesses，劣勢） 7
第三章  北廣傳媒移動電視的經營策略建議 8
第一節 北廣傳媒移動電視對外經營策略建議 8
一、搶占宣傳陣地，擴大市場份額，合理應用資源稟賦 8
二、豐富節目內容，增強受眾粘性 8
三、擴大媒體影響，樹立品牌形象。 10
四、探索多種模式，實現多元增收。 10
第二節 北廣傳媒移動電視對內經營策略建議 11
一、完善組織體系，提高運轉效能。 11
二、加強制度建設，文件規劃運營。 11
三、提升員工素質，培養用好人才。 11
四、重視思政工作，培育企業文化。 11
第三節 北廣傳媒移動電視的業務創新探索 11
一、發布平臺 11
二、發行平臺 12
三、基于數據廣播的圖文電視 12
四、三網融合 13
第四章  結論與展望 13
致謝 15
參考文獻 16

 摘要：當下移動傳媒產業正在繁榮發展，經歷了最初的上市推廣期，伴隨著國家文化政策的進一步放開和文化產業化進程的加快，北廣傳媒移動電視在借鑒和實踐中國化移動傳媒產業商業經營模式，在北京本地市場的經營中，不僅帶領北京傳媒產業開創了移動傳媒新面貌，在北京移動電視產業獨霸一方，還積極開拓移動電視受眾群體，參與國內城市移動電視產業的競爭，成為北京移動傳媒產業的主導力量。本文在當下中國和北京的移動傳媒環境中，對引導北廣傳媒移動電視的現狀與發展進行了探討。
 論文首先梳理了北廣傳媒移動電視的發展軌跡，對北廣傳媒移動電視發展的重要成果進行了總結，講述了移動傳媒產業的繁榮現狀。通過電視廣播經營學，市場營銷學的知識，對北廣傳媒移動電視所處的市場環境進行了兩方面的分析，即宏觀和微觀環境。結合市場經濟學和傳媒導論的理論，在對北廣傳媒的經營中優勢進行概括的同時，也對其經營中尤其是在電視節目經營與推廣中存在的劣勢進行了深刻的剖析；論文的第三部分則通過對以上的分析，對北廣傳媒移動電視的發展在原有的五方面提出新的建議并在其他可發展改進的方面提出針對性建議。最后，本文在總結全文觀點的基礎上，對北廣傳媒移動電視未來的發展趨勢進行了簡單展望并將由此給全國包括北京移動傳媒發展帶來的啟示分享給大家。
 關鍵詞：北廣傳媒；移動電視；電視營銷；經營策略

Beijing BAMC Mobile Television’s Actuality And Evolution
 ABSTRACT :Now, Beijing BAMC Mobile Television is in the state of prosperity, experienced an initial period of confusion, along with the further liberalization of the culture film policy and speeding up the mobile television’s market industry, when the drawing and practicing the Chinese commercial mode of operation of the Mobile Media industry. With the management of local market at Beijing, Beijing BAMC Mobile Television is not only made the Beijing mobile media start the new face, have occupied all of the mobile television market, has also been actively opening up audience of mobile television to take part in inland competition, then becoming to the leading force of the Beijing’s mobile media box office. In the paper, through the observation of the Chinese mobile media industry, In this study, through the observation of the rising and status of Chinese mobile media, using the basic principles of marketing, combined with market-oriented industry and brand management as well as the relevant principles of market economics, the domestic environment for the conduct of a large marketing analysis, and from the marketing point of view of its market research strategy, the corresponding countermeasures. This paper try to discussion the success of market way on the Beijing BAMC Mobile Television in the present market environment of Chinese mobile media industry.
 First of all, the paper is carding the track of the development of Beijing BAMC Mobile Television, summarying its the important results and then described the state prosperity of it. Through the marketing knowledge, the paper try to analysis of two aspects, namely, macro-and micro-environment of Chinese mobile media and Beijing mobile media. Combined with the theory of market economics, while in general to summary the advantages of Beijing BAMC Mobile Television, the disadvantage that exist in marketing have been analyse profoundly. The third part of the paper, suggest the new advises on the base of five side of Beijing BAMC Mobile Television’s development and suggest niche advises for the other side. Finally, this article summing up the views on the full text, then outlook the future development trends of niche in simply and share the enlightenment from Chinese mobile media and Beijing mobile media’s actuality and development.
 Key words: BAMC; State of Prosperity; Mobile Television; Marketing Analysis