本文選題：三網(wǎng)融合 + 電視產(chǎn)業(yè)��； 參考：《哈爾濱師范大學(xué)》2015年碩士論文

【摘要】：2001年3月15日,我國(guó)十五計(jì)劃綱要第一次提出“三網(wǎng)融合”的概念,要求電信、電視和互聯(lián)網(wǎng)逐步實(shí)現(xiàn)融合發(fā)展,由此推動(dòng)我國(guó)媒介產(chǎn)業(yè)的快速升級(jí)。在隨后十多年的時(shí)間里,我國(guó)政府部門又制定和實(shí)施了一系列政策措施,在經(jīng)歷了反復(fù)探討和不斷嘗試之后,終于使媒介產(chǎn)業(yè)的三網(wǎng)融合活動(dòng)進(jìn)入了試點(diǎn)階段。相信在不久的將來(lái)便可以廣泛實(shí)施。這將成為未來(lái)一段時(shí)間內(nèi)我國(guó)媒介產(chǎn)業(yè)發(fā)展的主要趨勢(shì),無(wú)論是對(duì)于我國(guó)媒介產(chǎn)業(yè)升級(jí)與發(fā)展,還是對(duì)普通民眾生活和國(guó)家進(jìn)步都大有裨益。電視作為我國(guó)四大媒介之一,在當(dāng)前面臨著以手機(jī)、互聯(lián)網(wǎng)為代表的新媒介強(qiáng)烈競(jìng)爭(zhēng)壓力的情況下,尤其是自身政治宣傳、輿論引導(dǎo)、新聞傳播與文化教育功能不斷弱化的情況下,更是要抓住三網(wǎng)融合的產(chǎn)業(yè)發(fā)展趨勢(shì),借助政策優(yōu)勢(shì),加強(qiáng)電視產(chǎn)業(yè)的變革活動(dòng),推動(dòng)我國(guó)電視產(chǎn)業(yè)的升級(jí),增強(qiáng)其產(chǎn)業(yè)競(jìng)爭(zhēng)力,發(fā)揮其應(yīng)有的政治宣傳、輿論引導(dǎo)、新聞傳播與文化教育活動(dòng)�；诖�,文章以“淺論三網(wǎng)融合背景下電視產(chǎn)業(yè)的發(fā)展”為題,在簡(jiǎn)要論述三網(wǎng)融合的基本概念、融合模式以及與電視產(chǎn)業(yè)相關(guān)的制度內(nèi)容的基礎(chǔ)上,系統(tǒng)分析了三網(wǎng)融合背景下電視產(chǎn)業(yè)面臨的機(jī)遇、挑戰(zhàn)以及在此過(guò)程中所表現(xiàn)出的優(yōu)勢(shì)和不足之處,據(jù)此從節(jié)目制作、節(jié)目傳播、媒體運(yùn)營(yíng)、媒體管理以及規(guī)章制度五個(gè)方面提出了三網(wǎng)融合背景下電視產(chǎn)業(yè)的發(fā)展策略。具體來(lái)說(shuō),目前我國(guó)三網(wǎng)融合活動(dòng)主要通過(guò)NGB模式、合資公司模式與集控平臺(tái)模式三種形式來(lái)實(shí)現(xiàn)的,呈現(xiàn)出多樣化的特征。三網(wǎng)融合背景下,我國(guó)電視產(chǎn)業(yè)面臨的發(fā)展機(jī)遇主要表現(xiàn)為打破行業(yè)壁壘,拓展電視業(yè)務(wù)范圍;順應(yīng)網(wǎng)絡(luò)化趨勢(shì),提高觀眾覆蓋范圍;加強(qiáng)行業(yè)間合作,提高電視內(nèi)容制作與傳播質(zhì)量;行業(yè)間互通交流,節(jié)約電視媒體基礎(chǔ)設(shè)施建設(shè)資源;以及成立合資公司,增強(qiáng)電視產(chǎn)業(yè)的業(yè)務(wù)開發(fā)與運(yùn)營(yíng)能力等等,由此為電視產(chǎn)業(yè)的升級(jí)提供了諸多機(jī)會(huì)。然而,要想抓住三網(wǎng)融合機(jī)遇,我國(guó)電視產(chǎn)業(yè)也面臨著諸多挑戰(zhàn),包括從行政事業(yè)管理體制向現(xiàn)代化管理體制轉(zhuǎn)型的挑戰(zhàn),從競(jìng)爭(zhēng)走向合作的運(yùn)營(yíng)理念與運(yùn)營(yíng)方式轉(zhuǎn)變的挑戰(zhàn),脫離政策保護(hù)而迎接激烈產(chǎn)業(yè)競(jìng)爭(zhēng)的挑戰(zhàn),網(wǎng)絡(luò)專用性與行業(yè)壟斷優(yōu)勢(shì)不斷消解的挑戰(zhàn)等等。除此之外,電視產(chǎn)業(yè)在實(shí)施三網(wǎng)融合過(guò)程中,也存在一系列的優(yōu)勢(shì)和不足之處,其中優(yōu)勢(shì)包括長(zhǎng)期積累起的頻譜、內(nèi)容與人才資源優(yōu)勢(shì),長(zhǎng)期建構(gòu)起的網(wǎng)絡(luò)技術(shù)、用戶群體優(yōu)勢(shì),長(zhǎng)期積累起的節(jié)目制作與播出能力、公信力與控制力優(yōu)勢(shì)和電視產(chǎn)業(yè)所具有的政府支持的優(yōu)勢(shì)等等;而不足之處則包括缺乏明確的市場(chǎng)運(yùn)營(yíng)主體,運(yùn)營(yíng)經(jīng)驗(yàn)不足,運(yùn)營(yíng)商盈利模式單一,媒體平臺(tái)過(guò)渡依賴廣告收入和節(jié)目傳播能力有限。針對(duì)三網(wǎng)融合環(huán)境下所面臨的機(jī)遇、挑戰(zhàn)、優(yōu)勢(shì)與不足之處,我國(guó)電視產(chǎn)業(yè)應(yīng)從五個(gè)方面加強(qiáng)變革活動(dòng),其中電視制作機(jī)構(gòu)要與互聯(lián)網(wǎng)公司合作成立節(jié)目策劃與制作公司,聯(lián)合電信運(yùn)營(yíng)商開發(fā)和實(shí)施新的業(yè)務(wù)內(nèi)容,加強(qiáng)電視內(nèi)容制作與傳播的數(shù)字化轉(zhuǎn)型;電視播出機(jī)構(gòu)要利用互聯(lián)網(wǎng)資源加強(qiáng)網(wǎng)絡(luò)電視平臺(tái)的建設(shè),與電信運(yùn)營(yíng)商合作建構(gòu)手機(jī)電視網(wǎng)絡(luò),與電信、互聯(lián)網(wǎng)運(yùn)營(yíng)商建構(gòu)互動(dòng)播出平臺(tái);電視運(yùn)營(yíng)機(jī)構(gòu)要加強(qiáng)NGB網(wǎng)絡(luò)基礎(chǔ)設(shè)施建設(shè),加強(qiáng)對(duì)電信、互聯(lián)網(wǎng)技術(shù)條件與基礎(chǔ)設(shè)施的應(yīng)用,逐漸實(shí)現(xiàn)電視運(yùn)營(yíng)系統(tǒng)“全國(guó)一張網(wǎng)”的目標(biāo);電視產(chǎn)業(yè)管理部門要逐漸脫離行政力量對(duì)電視運(yùn)營(yíng)的干預(yù)與保護(hù),以競(jìng)爭(zhēng)與合作的態(tài)度面對(duì)電信、互聯(lián)網(wǎng)運(yùn)營(yíng)商,建立系統(tǒng)的電視產(chǎn)業(yè)綜合目標(biāo)價(jià)值體系;政府部門則要制定出系統(tǒng)的三網(wǎng)融合制度措施,制定出系統(tǒng)的行業(yè)進(jìn)入標(biāo)準(zhǔn),加強(qiáng)對(duì)新媒介平臺(tái)中節(jié)目制作與傳播的監(jiān)督與審核活動(dòng)等等。
[Abstract]:In March 15, 2001, China's fifteen plan outline proposed the concept of "three networks integration" for the first time, requiring the integration and development of telecommunications, television and the Internet to promote the rapid upgrading of the media industry in China. In the following more than 10 years, our government departments have formulated and implemented a series of policies and measures, which have experienced repeated exploration. After the discussion and continuous attempt, the integration of the media industry has finally entered the pilot stage. It is believed that it will be widely implemented in the near future. This will be the main trend of the development of our media industry in the future, whether it is the upgrading and development of the media industry in China, or the ordinary people's life and the progress of the country. As one of the four major media in our country, TV is facing the intense competitive pressure of the new media represented by the mobile phone and the Internet, especially under the circumstances of its own political propaganda, public opinion guidance, news dissemination and cultural and educational function weakening, it is more important to seize the industrial development trend of the integration of the three networks. We should strengthen the reform activities of the television industry, promote the upgrading of the TV industry in China, enhance its industrial competitiveness, and give full play to its due political propaganda, public opinion guidance, news dissemination and cultural education activities. Based on this, the article is on the basis of "discussing the development of TV industry under the background of the three networks integration", and briefly discusses the basic of the integration of the three networks. On the basis of the concept, the integration model and the system content related to the TV industry, this paper systematically analyzes the opportunities and challenges faced by the TV industry under the background of the three networks integration, and the advantages and disadvantages in the process of the TV industry, and then the five aspects of the program production, program communication, media operation, media management and rules and regulations are proposed. The development strategy of TV industry under the background of three network integration is put forward. In particular, the three network integration activities in China are mainly realized by the NGB model, the joint venture model and the centralized control platform mode in three forms, and the development opportunities of China's TV industry are mainly manifested in breaking the industry under the background of the triple network integration. Barriers, expand the scope of television business, adapt to the network trend, improve the coverage of the audience, strengthen inter industry cooperation, improve the quality of television content production and dissemination, interworking exchanges between industries, save the resources of the infrastructure construction of television media, and establish joint ventures, enhance the business development and operation ability of the television industry, and so on. The upgrading of visual industry provides many opportunities. However, in order to seize the opportunity of integration of the three networks, China's television industry faces many challenges, including the challenge from the administrative management system to the modern management system, the challenge of changing the operation concept and operation mode from competition to cooperation, and from the policy protection to meet the fierce production. In addition, the television industry has a series of advantages and disadvantages in the implementation of the triple network integration process, among which the advantages include the long-term accumulation of spectrum, the advantages of the content and talent resources, the long-term construction of the network technology, the superior user group. Potential, the long-term accumulation of program production and broadcasting capacity, credibility and control advantages and the advantages of the government supported by the television industry, and so on. The shortcomings include the lack of clear market operators, lack of operating experience, a single operating business profit model, media platform transition relying on advertising revenue and program communication ability. In view of the opportunities, challenges, advantages and disadvantages faced by the three network integration environment, China's television industry should strengthen the reform activities from five aspects. The television production institutions should cooperate with the Internet Co to set up program planning and production companies, joint telecom operators to open and implement new business content and strengthen the production of TV content. With the digital transformation of communication, the television broadcasting institutions should use the Internet resources to strengthen the construction of the network television platform, cooperate with the telecom operators to construct the mobile TV network, and construct the interactive broadcasting platform with the telecom and Internet operators. The television operators should strengthen the construction of the infrastructure of the NGB network, strengthen the technical conditions for the telecommunications and the Internet. With the application of infrastructure, the target of "national one network" of TV operation system is gradually realized. The TV industry management department should gradually break away from the intervention and protection of the executive power to TV operation, face telecommunications, Internet operators, establish the system of the comprehensive target value system of TV industry by competition and cooperation; the government department It is necessary to formulate systematic measures for the integration of three networks, formulate a system for industry entry standards, and strengthen supervision and audit activities on the production and dissemination of programs in the new media platform.
【學(xué)位授予單位】：哈爾濱師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2-F

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 陳雪梅;南方都市報(bào)經(jīng)營(yíng)戰(zhàn)略轉(zhuǎn)型研究[D];暨南大學(xué);2009年

，

本文編號(hào)：2041116