西安电视台新媒体发展策略分析
发布时间:2018-01-04 16:34
本文关键词:西安电视台新媒体发展策略分析 出处:《陕西科技大学》2017年硕士论文 论文类型:学位论文
【摘要】:随着互联网技术和移动媒体平台的发展,以网页浏览器、微信、微博、客户端为代表的新媒体正在取代传统电视媒体成为信息传播的主要渠道,“看电视”这一生活形式逐渐让位于上网,传统电视台的收入持续下跌,生存日益困难。在这样的形势下,我国从中央到地方各级电视台开始主动对接网络,引入新媒体元素推动自身改革,争取发展空间。数年期间,以湖南卫视为代表的一些省级电视台已经在新媒体发展上取得辉煌成就,与竞争者拉开极大差距,而受困于传统观念裹足不前者则付出了巨大代价。西安广播电视台(以下简称西安电视台)作为一家副省级城市地方电视台,在清晰的看到新媒体崛起的历史潮流与其他电视台成功失败经验后于2011年开始逐步进军“两微一端”,开启了自身的新媒体发展之路。时至今日,已形成以官方微博、微信、“无线西安”客户端、西安网等新媒体为主要传播平台的百花齐放的大好局面,初步完成了传统电视台媒体向融媒体的转型。然而通过长期观察和亲身调研发现,面对国内新媒体市场的强势竞争者,目前的西安电视台在新媒体的内容制作、传播渠道、经验策略等各方面还很稚嫩,部门媒体产品有形式无灵魂的现象普遍存在。随着国内新媒体产品的不断成熟和竞争愈加激烈,如果不对这些问题加以解决,西安电视台的新媒体发展之路不但不会有更好的发展前景,连以往取得的成就也会全部失去。本研究论文采取理论探索、经验总结和亲身实习三个方法对传统媒体融合新媒体发展的内在逻辑、西安电视台新媒体发展现状和其他电视台发展新媒体的成功经验进行归纳总结后,通过严谨推理得出了使用内容为王的制作战略、多渠道宣传的传播战略、全面融合的经营战略、以人为本的改革战略四大方法,对西安电视台未来新媒体发展具有一定的参考意义。本研究论文共分为五个部分:第一部分对本研究论文的背景进行阐述,对国内外关于媒体融合、新媒体发展的理论进行归纳总结,对本研究的意义、目的和研究方法加以说明。第二部分对媒体融合这一电视台发展新媒体的基本手段进行内涵、传播特征、诱因和形态分析。第三部分结合本人在西安电视台实习的经历,对西安电视新媒体发展现状和发展潜力进行深入剖析。第四部分选取深圳卫视为研究样本,对其发展新媒体的经验进行总结归纳。第五部分探索西安电视台发展新媒体的主要策略方法。论文研究成果对西安电视台的新媒体转型具有很好的借鉴意义。
[Abstract]:With the development of Internet technology and mobile media platform, new media, such as web browser, WeChat, Weibo and client, are replacing traditional TV media as the main channel of information dissemination. The life form of "watching TV" gradually gives way to the Internet, the income of the traditional TV station continues to decline, and it is increasingly difficult to survive. In such a situation, the TV stations at all levels from the central to the local level begin to connect to the network actively. Introduction of new media elements to promote their own reform, strive for development space. A few years, Hunan Satellite TV as a representative of some provincial television stations have made brilliant achievements in the development of new media, and competitors open a great gap. Those who are trapped in traditional concepts pay a huge price. Xi'an Radio Television (hereinafter referred to as Xi'an TV Station) is a sub-provincial city local television station. After clearly seeing the historical trend of the rise of new media and the successful and unsuccessful experience of other TV stations, in 2011, it began to step into the "two micro ends", which opened its own new media development road. Has formed to the official Weibo, WeChat, "wireless Xi'an" client, Xi'an network and other new media as the main communication platform of the excellent situation. Initially completed the transformation of traditional TV media to melt media. However, through long-term observation and personal investigation, it is found that in the face of domestic new media market strong competitors, the current Xi'an TV in the new media content production. Communication channels, experience strategies and other aspects are still very young, sectoral media products have a form of soulless phenomenon is widespread. With the continuous maturity and competition of new media products in China. If these problems are not solved, the new media development of Xi'an TV will not only have a better development prospects, but also the past achievements will be lost. Three methods of summing up experience and practicing in person summarize the inner logic of the new media development of traditional media, the current situation of new media development of Xi'an TV station and the successful experience of other TV stations in developing new media. Through rigorous reasoning, we get four methods: the production strategy of using content as Wang, the communication strategy of multi-channel propaganda, the management strategy of comprehensive integration, and the reform strategy of people-oriented. Xi'an TV future development of new media has a certain reference significance. This research paper is divided into five parts: the first part of this research on the background of the paper on the integration of domestic and foreign media. The theory of the development of new media is summarized, and the significance, purpose and research methods of this study are explained. The second part is about the connotation and communication characteristics of the media integration, which is the basic means of developing new media in TV station. The third part combined with my internship experience in Xi'an TV station to analyze the current situation and potential of Xi'an TV new media development. Part 4th selected Shenzhen Satellite TV as the research sample. Part 5th explores the main strategies and methods of developing new media in Xi'an TV Station. The research results of this paper have a good reference significance for the new media transformation of Xi'an TV Station.
【学位授予单位】:陕西科技大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:G229.24
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