论凤凰卫视的媒介传播策略-毕业论文.docVIP

对凤凰卫视传播策略的研究 院（系）名 称：新闻学院 专 业 名 称 ：新闻学 学 生 姓 名 ： 指 导 教 师 ： BACHELORS DEGREE THESIS ?OF DONGHU COLLEGE WUHAN UNIVERSITY ? ? Phoenix mode of communication strategies ? College??? ：Subject??? ：Name???? ：?Directed by ： ? 本人呈交的学位论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料真实可靠。尽我所知，除文中已经注明引用的内容外，本学位论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确的方式标明。本学位论文的知识产权归属于培养单位。 ? ? ? ? 本人姓名：????????? 日期：????????? 目 录 中文摘要························································6 英文摘要························································7 一、“凤凰模式”传播策略的时代背景···························9 二、“凤凰模式”传播策略主要表现······························10 ㈠新闻播报的及时快捷，重大突发事件迅速直播························10 ㈡有效穿插短新闻，时事新闻深刻····································10 ㈢重大事件有效采用新闻评论方式，时事评论独具一格，鞭辟入里。········10 ㈣新闻主播年轻化，新闻评论员老龄化和专业化。························11 ㈤贯彻人文关怀，主打文化牌。·······································11 三、“凤凰模式”传播策略内容分析································12 ㈠差异化经营策略···················································12 ㈡人力资源管理创新策略·············································13 ㈢媒介融合策略·····················································14 ㈣品牌竞争战略·····················································14 ㈤成本领先策略·····················································15 ㈥多元化发展策略···················································15 ㈦受众中心传播策略·················································16 四、“凤凰模式”传播策略成功的原因······························17 ㈠先进科学的经营理念···············································17 ㈡特色鲜明的栏目设计···············································17 ㈢与众不同的主持风格··············································18 ㈣严谨灵活的管理机制与方式········································18 五、“凤凰模式”传播策略成功的启示意义··························21 ㈠新闻专业主义是媒体的生存之本·····································21 ㈡媒体的生存源于创造···············································21 ㈢话语权将决定媒体的生存状况和发展前途·····························21 六、结语························································22 参考文献························································23 摘 要