本文選題：重慶電視臺(tái) + 汽摩頻道　； 參考：《湘潭大學(xué)》2016年碩士論文

【摘要】：汽車誕生至今已逾百年,它歷經(jīng)了自身進(jìn)化與時(shí)代的歷史變遷。時(shí)至今日,汽車已成為人類不可或缺的一種交通工具,同時(shí),也成為學(xué)界科學(xué)探索與文化研究的重要對(duì)象之一。伴隨著汽車工業(yè)及傳媒的發(fā)展,重慶電視臺(tái)汽摩頻道應(yīng)運(yùn)而生。重慶電視臺(tái)汽摩頻道的誕生,首先與國(guó)家經(jīng)濟(jì)的飛速發(fā)展密切相關(guān)。國(guó)民經(jīng)濟(jì)的持續(xù)高速增長(zhǎng),促進(jìn)了民眾消費(fèi)觀念的改變,使得汽車工業(yè)不斷崛起,汽車銷量不斷攀升,汽車文化也日漸興起,這為以打造汽車文化交流與互動(dòng)平臺(tái)為己任的重慶電視臺(tái)汽摩頻道的誕生提供了必要條件。其二,與媒體的分眾化趨勢(shì)緊密相連。產(chǎn)業(yè)經(jīng)濟(jì)信息的發(fā)布與營(yíng)銷渠道的拓展,促進(jìn)了電視專業(yè)頻道的誕生,媒體的這種分眾化發(fā)展趨勢(shì),滿足了不同類別的受眾對(duì)特定信息的需求,重慶電視臺(tái)汽摩頻道是順應(yīng)媒體分眾化發(fā)展趨勢(shì)的產(chǎn)物。其三,與重慶雄厚的工業(yè)基礎(chǔ)和重慶“山城”的特殊地理環(huán)境也有著重要的關(guān)聯(lián),是重慶厚重工業(yè)基礎(chǔ)和獨(dú)特地理位置的直接成果。重慶電視臺(tái)汽摩頻道的運(yùn)營(yíng)現(xiàn)狀,一方面是欄目設(shè)置的多樣化,其欄目主要分為信息發(fā)布類,包括新車上市、車市報(bào)價(jià)、汽車業(yè)界動(dòng)態(tài)等內(nèi)容;養(yǎng)護(hù)技巧類,主要是對(duì)常見的維修保養(yǎng)問(wèn)題進(jìn)行探討和提供解決方案;人文娛樂(lè)類,包括人文旅游、娛樂(lè)休閑、訪談交流等;汽車營(yíng)銷類,主要有整車銷售演示、汽車相關(guān)配套服務(wù)、產(chǎn)品推廣等內(nèi)容。另一方面是運(yùn)營(yíng)機(jī)制創(chuàng)新化,主要表現(xiàn)為數(shù)字頻道集成平臺(tái)引領(lǐng)汽車熒屏風(fēng)潮、集成權(quán)威汽車信息多屏互動(dòng)散發(fā)影響、吸納社會(huì)資源以及盈利模式拓展。重慶電視臺(tái)汽摩頻道的困境主要表現(xiàn)為內(nèi)容同質(zhì)化重播率高、汽車網(wǎng)站沖擊巨大、“電視已死”之風(fēng)存在潛在影響。對(duì)此,應(yīng)從聚眾再分眾的精準(zhǔn)定位、堅(jiān)持內(nèi)容為王打造專屬“IP”、注重品牌效應(yīng)并提升品牌附加值等方面著手加以改進(jìn),挖掘頻道自身的核心競(jìng)爭(zhēng)力,打造獨(dú)具特色的汽摩頻道品牌,爭(zhēng)取社會(huì)效益、經(jīng)濟(jì)效益、文化效益與品牌效益的多元幾何增長(zhǎng)。
[Abstract]:Automobile has been born for more than a hundred years, it has undergone its own evolution and historical changes of the times. Nowadays, automobile has become an indispensable vehicle for human beings, and it has also become one of the important objects of scientific exploration and cultural research in academic circles. With the development of automobile industry and media, Chongqing TV Station Auto-Motor Channel emerges as the times require. The birth of Chongqing TV Auto-Motor Channel is closely related to the rapid development of national economy. The sustained and rapid growth of the national economy has promoted the change in the concept of consumption among the people, which has made the automobile industry constantly rise, auto sales continue to climb, and the automobile culture is also rising day by day. This provides the necessary conditions for the birth of Chongqing TV Station Auto-Motor Channel, which aims to create a platform for automobile cultural exchange and interaction. Second, it is closely linked with the trend of media focus. The release of industrial and economic information and the expansion of marketing channels have promoted the birth of professional television channels. The trend of media diversification has met the needs of different audiences for specific information. Chongqing TV Station Auto-Motor Channel is the product of the trend of media diversification. Third, it is closely related to Chongqing's strong industrial foundation and the special geographical environment of Chongqing's "mountain city", which is the direct result of Chongqing's heavy industrial foundation and unique geographical location. On the one hand, the operation status of Chongqing TV Station Auto Motor Channel is the diversification of column setup. Its columns are mainly divided into information publishing categories, including new car listing, car market quotes, auto industry dynamics, and maintenance techniques. It mainly discusses and provides solutions to common repair and maintenance problems; humanistic entertainment, including humanities tourism, entertainment and leisure, interview and exchange, etc.; Automobile marketing, which mainly includes vehicle sales demonstrations, auto related supporting services, etc. Product promotion and other content. On the other hand, the innovation of operation mechanism mainly shows that the digital channel integration platform leads the automobile screen trend, integrates the authoritative automobile information multi-screen interactive distribution influence, absorbs the social resources and expands the profit mode. The predicament of Chongqing TV Station is mainly reflected in the high replay rate of content homogenization, the huge impact of automobile website, and the potential influence of the wind of "TV is dead". In order to solve this problem, we should focus on the precise positioning of gathering and refocusing, insist on the content of "IP" for king, pay attention to brand effect and enhance brand added value, so as to excavate the core competitiveness of the channel itself. Create a unique brand of auto-friction channel, strive for social, economic, cultural and brand benefits of multiple geometric growth.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G229.27

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