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随着媒体产业经营进程的加速,市场营销理论在媒介经营中得到了广泛运用,对媒介进行科学的战略定位,正成为媒体工作者研究的重点。面对竞争与挑战,如何就经营定位作出正确的战略选择,办出特色,办出个性,是各城市电视台迫切需要解决的问题。适应城市电视发展的“社区化”定位,强化服务性、贴近性,与社区互动,与受众互动,成为“社区文化”的平台,以社区特色打造全国形象,是当前城市电视媒体发展的战略选择。
With the acceleration of the media industry management process, marketing theory has been widely used in media management. The strategic positioning of media is becoming the focus of media workers’ research. Faced with competition and challenges, how to make the right strategic choices for business orientation, to set distinctive features and to give individuality are the urgent problems that city television stations need to solve. Adapt to the “community ” orientation of urban TV development, strengthen service, closeness, interact with the community, interact with the audience, become the platform of “community culture ” and build a national image with community characteristics. It is the current urban television media Strategic choice of development.