论文部分内容阅读
本文在文献研究、实证调研和访谈的基础上对湖南卫视13年的发展历程进行系统梳理,认为其由最初以时政新闻立台到明确提出“快乐中国”的转型历程可分为“娱乐”起步、明确“娱乐”定位、打造“娱乐”品牌三个阶段。在确立“快乐中国”品牌概念后的发展战略呈现为具一定可持续性动力的金字塔型模型。规避政治风险和追求市场利润是推动其转型的主要动因。
Based on the literature research, empirical research and interviews, this paper systematically sorts out the history of 13 years of Hunan Satellite TV’s development and points out that the transition from the initial establishment of the political news to the establishment of “Happy China” can be divided into “ Entertainment ”start, clear “ entertainment ”positioning, build “ entertainment ”brand three stages. The development strategy after establishing the concept of “Happy China” is presented as a pyramid-type model with certain sustainable power. Avoiding political risks and pursuing market profits are the main motivators for its transformation.