本文選題：城市電視臺 + 數(shù)字化　； 參考：《浙江工業(yè)大學(xué)》2017年碩士論文

【摘要】：廣播電視是科技進(jìn)步的產(chǎn)物,每一次新技術(shù)的應(yīng)用都直接推動廣播電視的發(fā)展�，F(xiàn)下全球進(jìn)入數(shù)字化、信息化時代,由現(xiàn)代信息技術(shù),特別是網(wǎng)絡(luò)技術(shù)所引發(fā)的全球信息化浪潮,使得傳統(tǒng)媒體格局和自身發(fā)生了重大的變化�！叭W(wǎng)融合”使得電信網(wǎng)、廣播電視網(wǎng)和計算機通信網(wǎng)相互滲透、互相兼容、并逐步整合成為統(tǒng)一的信息網(wǎng)絡(luò)。由此可見,數(shù)字化已成為廣播電視發(fā)展的必然趨勢、是廣電行業(yè)的一次技術(shù)轉(zhuǎn)型。新媒體環(huán)境下對電視媒體“互聯(lián)網(wǎng)+”的特征日益顯著,都在逐步向集傳統(tǒng)媒體、新聞網(wǎng)站、App終端等于一身的數(shù)字化全媒體融合演變。作為廣電行業(yè)中數(shù)目最為龐大的隊伍,城市電視臺在整個中國廣播電視的發(fā)展中起著舉足輕重的作用。因此,在數(shù)字化改革中,HZ電視臺這樣的城市臺因為有限范圍的本地受眾易于做到小眾化、分眾化,易與本地受眾互動更了解受眾需求等特點占據(jù)內(nèi)容上的優(yōu)勢,目前,學(xué)界、業(yè)界將目光重點聚焦在中央、省級廣電媒體的生存狀況和發(fā)展策略上,忽視了“互聯(lián)網(wǎng)+”時代數(shù)字化背景下HZ等市一級廣電媒體。本文試圖對HZ電視臺在數(shù)字化浪潮中的研究,為城市電視臺數(shù)字化探究發(fā)展的有效路徑。本文綜述了國內(nèi)外有線電視的發(fā)展歷史,展望了我國有線電視的發(fā)展趨勢,分析總結(jié)了國際上三網(wǎng)融合較早國家的經(jīng)驗和特點,并結(jié)合我國和HZ市有線電視的數(shù)字化、網(wǎng)絡(luò)化現(xiàn)狀,綜合運用企業(yè)戰(zhàn)略管理理論PEST、波特五力分析了HZ電視臺的外部宏觀環(huán)境、行業(yè)環(huán)境和內(nèi)部環(huán)境,最后應(yīng)用SWOT分析方法對HZ電視臺進(jìn)行了戰(zhàn)略選擇,明確了HZ電視臺的發(fā)展戰(zhàn)略定位,提出了采取縱橫一體化戰(zhàn)略、業(yè)務(wù)創(chuàng)新戰(zhàn)略和企業(yè)聯(lián)盟戰(zhàn)略作為HZ電視臺發(fā)展戰(zhàn)略的建議,對我國有線電視產(chǎn)業(yè)和網(wǎng)絡(luò)運營企業(yè)的發(fā)展提供了有益參考。
[Abstract]:Radio and television are the product of scientific and technological progress, each application of new technology directly promotes the development of radio and television. Nowadays, the world has entered the digitization and information age. The global information tide caused by the modern information technology, especially the network technology, has made great changes in the pattern and itself of the traditional media. The integration of three networks makes the telecommunication network, radio and television network and computer communication network permeate and compatible with each other, and gradually integrate into a unified information network. Thus, digitization has become the inevitable trend of the development of radio and television, is a technical transformation of the radio and television industry. Under the new media environment, the characteristics of the TV media "Internet" are becoming more and more obvious, and they are gradually changing to the traditional media, and the news website "App terminal" is the same as the digital all-media integration. As the largest number of radio and television industry, the city television station plays an important role in the development of radio and television in China. Therefore, in the process of digital reform, urban stations such as HZ TV station occupy an advantage in content because the limited local audience is easy to become a small crowd, more diverse, and easier to interact with local audiences to better understand the needs of the audience. At present, the academic community, The industry focuses on the survival and development strategy of the central and provincial radio and television media, neglecting HZ and other municipal radio and television media in the digital background of the "Internet" era. This paper attempts to study HZ TV station in the digital wave, for the city TV station digitalization explore the effective path of development. This paper summarizes the development history of CATV at home and abroad, looks forward to the development trend of CATV in China, analyzes and summarizes the experiences and characteristics of the earlier countries in the world, and combines the digitization of CATV in China and HZ. Based on the present situation of network, the author synthetically applies the theory of enterprise strategic management to analyze the external macro environment, industry environment and internal environment of HZ TV station. Finally, the strategic choice of HZ TV station is carried out by using SWOT analysis method. This paper clarifies the strategic orientation of HZ TV station's development, and puts forward the suggestion of adopting the strategy of vertical and horizontal integration, the strategy of business innovation and the strategy of enterprise alliance as the development strategy of HZ TV station. It provides a useful reference for the development of CATV industry and network operation enterprises in China.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G220.7;F49

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