【摘要】：《嶺南屋語》是一部拍攝中的大型的人文化紀錄片，共8集，每集45分鐘，采用全高清制作，普語、粵語、英語三版本同時制作，是廣東電視臺2013年度重點打造的紀錄片。 《嶺南屋語》即嶺南建筑所承載的語言、文化，以及圍繞嶺南建筑物所述說的故事、人文等。 《嶺南屋語》的節(jié)目制作形式，打破傳統(tǒng)獨立敘事的手法，采用相同類別、相同主題，橫向對比敘事，以人文、故事為載體，，橫向跨地區(qū)、跨民系、跨時空，跳躍性對比的敘事方法，來表現(xiàn)嶺南建筑的文化承載。通過本紀錄片全面系統(tǒng)地整理、展現(xiàn)美麗的嶺南建筑，豐富多彩的嶺南人文。 本文首先論述了該商業(yè)計劃產生的背景和意義，然后運用戰(zhàn)略管理的理論對《嶺南屋語》項目內、外部環(huán)境進行分析，認為該紀錄片具有良好的收視市場和社會影響力；在對“文化珠江”團隊的競爭優(yōu)勢和《嶺南屋語》紀錄片的制作形式、敘事手法進行分析后，運用市場營銷的理論進行市場細分，確定目標市場以及受眾定位；然后制定營銷計劃，分析《嶺南屋語》銷組合策略；之后運用財務管理的知識進行投資分析，對項目財務決策指標進行評價；最后運用風險管理的相關理論對項目可能遇到的風險進行分析并提出相應的風險對策以及風險規(guī)避方法。 通過本文研究表明，廣東電視臺的《嶺南屋語》項目，節(jié)目可視性強，故事生動感人，有良好的收視市場前景，具有明顯的競爭優(yōu)勢；《嶺南屋語》將是一部策劃精巧，制作精良，社會影響力好的紀錄片；《嶺南屋語》總投入500萬元，節(jié)目制作完成后，假設廣東電視臺單個播出平臺三年內每年播出二次計算，預期三年內可為廣東電視臺節(jié)省購片費259.72萬元，為播出頻道新增廣告收入1222.32萬元，可見《嶺南屋語》項目是廣東電視臺一項優(yōu)秀的項目。 本商業(yè)計劃書為《嶺南屋語》制作團隊的節(jié)目策劃、宣傳營銷、資金管理、風險管理提供一定參考，也為投資商、廣告投放商提供評定依據(jù)。
[Abstract]:Lingnan House language is a large-scale documentary about human culture, which is produced in full HD, common language, Cantonese and English for 45 minutes each. It is the key documentary made by Guangdong TV station in 2013. Lingnan House language is the language and culture of Lingnan architecture, as well as the stories, humanities, and so on. "Lingnan House language" program production form, break the traditional independent narrative techniques, adopt the same category, the same theme, horizontal contrastive narrative, humanities, stories as the carrier, horizontal cross-regional, cross-people, across time and space. The narrative method of leaping contrast, to express the cultural bearing of Lingnan architecture. Through this documentary comprehensive and systematic arrangement, show beautiful Lingnan architecture, colorful Lingnan humanities. This paper first discusses the background and significance of the business plan, then uses the theory of strategic management to analyze the external environment of Lingnan House language project, and holds that the documentary has a good viewing market and social influence. After analyzing the competitive advantage of the "Cultural Pearl River" team and the production form and narrative technique of "Lingnan House language" documentary, the marketing theory is used to segment the market to determine the target market and audience orientation. Then make the marketing plan, analyze the sales combination strategy of Lingnan House language, then use the knowledge of financial management to carry on the investment analysis, evaluate the project financial decision-making index; Finally, the risk management theory is used to analyze the possible risk of the project and put forward the corresponding risk countermeasures and risk aversion methods. Through the research of this paper, the project of Guangdong TV station "Lingnan House language" has strong program visibility, vivid and touching story, good market prospect and obvious competitive advantage. Lingnan House language will be a well-planned, well-produced, social influence documentary; The total investment of Lingnan House language is 5 million yuan. After the production of the program, assuming that the Guangdong Television Station will broadcast twice a year within three years of a single broadcasting platform, it is expected that the purchase fee for Guangdong Television will be saved by two million five hundred and ninety seven thousand two hundred yuan within three years. For the new channel advertising revenue of twelve million two hundred and twenty three thousand one hundred and ninety nine yuan, it can be seen that Lingnan House language project is an excellent project of Guangdong TV station. This business plan provides a reference for the program planning, publicity and marketing, capital management and risk management of the Lingnan House language production team, as well as the evaluation basis for investors and advertising players.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：J952-F

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本文編號：2449536