全媒体融合下的电视栏目包装策划研究.docVIP

PAGE 1 摘 要 随着社会的发展，有线电视，数字电视，卫星广播电视，计算机网络，新的通信运营商的出现，在形式和方式上，不断补充着媒体体系。随着互联网技术作为新技术的代表在不断进步，中国的电视产业已经取得了长足的发展和进步，而不断强化媒体的发展是为了让世界更多地了解中国的必要手段和途径。电视媒体需要通过变革以适应这种发展与变化。传统媒体和新兴媒体的融合，电视媒体的的发展思路，以全媒体融合的方式对电视栏目包装策划，是电视媒体适应全媒体融合的根本手段，也是让观众最直接，最便捷了解电视的方式。 在媒介融合中，新兴媒体的发展，对社会环境产生深远的影响，无论是观众，传播效果，传播渠道，传播者都发生了巨大的变化。因此，在全媒体融合时代，包装规划研究对电视品牌栏目具有非常重要的意义和价值。 本文将探讨电视栏目包装策划面对媒体融合的机会，以及在媒介融合时代遇到的挑战，以及如何解决全媒体融合引发的问题，从而通过改变策略，从而提升电视媒体和电视栏目整体竞争力的方法和策略。这项研究将丰富品牌策划和营销管理理论在电视栏目在全媒体融合中的发展。 本文是以电视栏目包装策划为题，结合全媒体融合的特点，突出媒体融合的影响，以全媒体融合中的特定电视节目实例为参考，为电视栏目在全媒体融合下的包装策划提供决策参考。 关键词：媒体融合；电视栏目；包装；策划 Abstract With the popularity of mobile Internet technology for mobile terminals, the way mass communication era have changed. To be shocked by the Internet，Mobile Internet and any other new medias, the traditional TV industry need to be changed keeping up with the times, to pay more attention to the?initiative?and?critical of the audience, to perceive the intention, behavior, attitude and tendency the audience from more angles. How to use the mobile Internet technology to build an interactive platform between traditional TV media and the audience, is that the traditional television industry should ponder and explore the road of development in the era of mobile Internet. How to interact between TV screens and mobile terminal screens and computer screens, to achieve the integration of traditional media and the new media with the mobile terminal as the carrier. Converged with mass communication, journalism, audience psychology, media economics, marketing, sociology, through in-depth study of the topics of the interactive marketing strategies between TV program and mobile terminals, to build a fusion marketing model and provide theoretical guidance for the television media, which have been competed with the Internet and Mobile Internet. This thesis starts?from the?macro?perspective?of Communication Science, learn from the theory of journalism, audience psychology, media economics, marketing, sociology, analy