央视《经济半小时》栏目运作策略分析_论文.docVIP

华 中 科 技 大 学 硕 士 学 位 论 文  摘  要  作为我国最早的电视经济栏目之一的《经济半小时》，在中国电视发展过程中历 尽淘洗，长盛不衰，一直充当着中国电视经济节目旗舰的角色。她伴随着中国市场 经济建设产生和发展，并根据受众对经济信息的需求变化不断地进行自我调节。开 播十八年来，《经济半小时》在政府经济政策、市场经济环境和人民经济生活等方面 产生了很大的影响，可以说做出了一个电视经济栏目的独特贡献。本文将《经济半 小时》栏目作为研究范本，采用内容分析法、调查法、例证法、归纳法和文献法， 结合笔者在栏目的工作和学习经历，通过大量的实例和数据，对该栏目的产生和发 展、不同时期栏目定位的演变以及栏目的六大运作策略——专业化与大众化的统一、 时效与深度的调和、“小经济”到“大经济”的拓展、经济视角与非经济视角的巧妙 运用、经济报道的“软化”、品牌策略进行了详细分析，研究得出：明确的定位、不 断地突破和创新、新闻卖点的开发、“硬”新闻的“软化”、品牌打造、关注公众利 益、以人为本的价值观等是一个栏目提升核心竞争力和影响力、在激烈的传媒市场 中历久弥新的制胜法宝。《经济半小时》的运作策略对当前提高我国电视经济节目的 报道水平具有一定的启示意义。  关键词：运作策略 演变  经济视角  “软化” I 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract Television economic report is still a challenge in current television reports whose solemnity, profound and vapidity decided by its characteristic. However, television is mass media which should be popularization. Therefore, there is contradiction that difficult to popularization but must be popularization between the characteristics of economic subject matter and video news, and the television economic report lie in embarrassed situation that “difficult to deep but must deep”, but it is too easy for expert and too complicated for layman. “Thirty minutes in Business News”, as one of the earliest Chinese video economic programs, is survive and fadeless in the development of Chinese television, and serves as a flagship in Chinese video economic programs. Since 18 years running, it has been taking a crucial role in the governmental economic policies, marketing economic environment and the people’s economic life. This paper studied “Thirty minutes in Business News” using content analysis, survey, exemplification, induction and bibliography, combining with the author’s working as well as the learning experience, through a host of facts and data, scrutinizingly analyzing the development, evolution of column location and the six tactics of column, including the consistence of specialization and popularization, adjustment of timeliness and depth, expandability of microeconomic and macr