广播在新媒体时代的市场化措施-工商管理专业论文.docxVIP

万方数据 万方数据 MARKET-ORIENTED MEASURES OF BROADCAST MEDIA IN THE NEW-MEDIA-ERA ABSTRACT This article concerns mainly with the discussion of how to combine the new media market expansion of Chinas broadcasting industry, under the background of the media development. From a macro perspective , the broadcast media is gradually out of the bottom rebound, but still a huge gap between the television, internet and others. From a micro perspective, this article focusing on analysis of the broadcast revenue structure, means of profit and audience, and summed up some of the problems that existed in the broadcast media, the strengths and weaknesses of broadcast media as well, through the analysis of these two aspects. Then talk about the Pandora ,who could be a successful “network-music-service-provider” ,and Beijing Peoples Broadcasting Station, who have made some progresses in combination with new media. In the final part, based on their own problems and the background of the development of the media market, this article try to get a good way for broadcast media development, from the angles of broadcasting system, audience marketing strategy and multi-platform integration strategy, brand strategy . KEYWORDS: Chinese broadcasting new media Media Convergence market-oriented measures 目录 第 1 章 绪论????????????????????????????????1 1.1 研究目的???????????????????????????????1 1.2 文献综述和理论基础??????????????????????????2 1.2.1 传播学方面????????????????????????????3 1.2.2 经济学方面????????????????????????????4 第 2 章 广播媒体的现状???????????????????????????5 2.1 广播综述 ??????????????????????????????5 2.2 广播的受众市场和盈利手段 ?????????????????????8 2.2.1 受众市场?????????????????????????????8 2.2.2 盈利手段?????????????????????????????10 2.2.3 存在的问题????????????????????????????11 2.3. 广播自身的传播优势和劣势 ??????????????????????13 2.3.1 优势???????????????????????????????13 2.3.2 劣势???????????????????????????????14 第 3 章 新媒体的发展 ???????????????????????????15 3.1 如何划定 ??????????????????????????