浅析湖南卫好视运营模式.docVIP

湖南卫视运营模式分析 PAGE \* MERGEFORMAT 10 摘要 湖南卫视无疑是我国省级卫视中经营的比较成功的一家，它的收视率和广告收益都是各家省级卫视中较高的。湖南卫视之所以取得今天成绩就在于它的运营方式，早在2004年湖南卫视就提出“快乐中国”的频道定位，并围绕这一核心价值开展电视节目的制作。在运营渠道上除了传统的卫视”营运外还打造了芒果网络生态圈，在网络平台上形成一个网络运营矩阵。在电视节目内容上湖南卫视更是下足功夫：2005的《快乐女生》开启了选秀类节目的盛宴，《快乐大本营》、《天天向上》等综艺节目的经久不衰，金鹰独播剧场播出的电视剧引发收视热潮。在创新方面湖南卫视一直走在前方，例如：2010年湖南卫视与青海卫视签署深度合作协议，在缓解自身内部节目激烈的竞争的同时也在探索一条新的卫视发展之路。2011年首创“中国第一档家政服务类真实选择节目”——《把谁带回家》等等。2011年10月下旬国家广电总局颁布的《广电总局将加强电视上星综合节目管理》的文件，湖南卫视在“限娱令”下进行了新一轮节目的升级整合，迎来了新的机遇与挑战。 关键词: 湖南卫视 定位 资源整合 品牌化 Abstract Hunan Satellite TV is undoubtedly the more successful a business in Chinas provincial TV channels, the higher its ratings and advertising revenue are various provincial TV channels. Hunan Satellite TV success in gaining todays achievement lies in its operations in 2004, Hunan Satellite TV to put forward a Happy Chinese channel positioning, and around this core value to carry out the production of television programs. In addition to traditional TV operations in the operating channels to create a mango network ecosystem, the formation of a network operator matrix in the network platform. Hunan Satellite TV in the TV program content is under the foot: Happy Girl in 2005 opened the feast of the talent show, Happy Camp, every day and other variety shows of the enduring, the Golden Eagle alone broadcast theater TV series triggered a ratings boom. Innovation Hunan Satellite TV has been walking in front of, for example: in 2010, Hunan Satellite TV-depth cooperation agreement signed with Qinghai Satellite TV, is also exploring a new development path of the TV at the same time ease the fierce competition of their own internal programs. First in 2011 the first tranche of domestic service class real choice of programs -- who take home. SARFT issued by the SARFT in late October 2011, will enhance the TV Star program management file, this is known as limit the entertainment to make documents more contributed to Hunan Satellite TV is a program up