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在传统媒体衰退的大环境下，城市电视台由于覆盖区域有限，加上与央视、
卫视相比，存在制作经费不足、节目制作不够精细、产业结构不合理等种种
劣势，更是出现了节目收视率低、广告收入“跳水式”下滑、人才纷纷出走
的困境
城市电视台的各大栏目板块之中，又以可替代性最强的新闻类栏目遭受到的
冲击最为显著。传统媒体新闻栏目的生存法则，或以传播速度取胜，或以深
度挖掘取胜，在新媒体平台兴起并进入高速、全面发展的环境下，由于即时
性及准入门槛低，新媒体在时效性上远胜传统新闻栏目，所谓的独家新闻也
日趋少见。丧失了时效性的优势和对新闻来源的垄断，城市电视台新闻栏目
又受限于制作经费、制作班底的天然不足，难以从深度报道的角度切入市场，
收视率严重下滑，进入了定位尴尬的发展境地
更雪上加霜的是，2015 年 9 月 1 日，被称为“史上最严的广告法”也就
是“新广告法”正式实施。原本，城市电视台新闻栏目对广告收入依赖度极
高，主要收入由收视率带来的广告投放，以及植入新闻中的软广两大部分组
成。在收视率骤降导致广告收入减少的严酷环境下，“新广告法”又严格限
制了城市电视台新闻栏目可以植入制作的广告类别，收入来源进一步受限
上有央视、卫视分流围剿，外有新媒体、自媒体不断蚕食生存空间，内
有经费不足、人员出走导致制作水准低下，城市电视台新闻栏目，已经“内
忧外患”，“四面楚歌”。寻求新的发展路径，找回自身的价值，是城市电视
台新闻栏目亟待解决的问题
本文主要以成都电视台都市生活频道的新闻栏目《热线 188》为例，基于市
场营销理论核心理论——STP 分析现在城市电视台新闻栏目的处境，提出转
型作为解决目前面临困境的路径，并为其转型制订相应的营销策略
论文先采用SWOT分析法和SWOT矩阵分析法对城市台现在所面临的困
境、内外部环境进行详细的分析，对城市台新闻栏目做一个全方位的认知。2
然后根据数据对观众群体按照地域、年龄、职业等维度，将整体的受众分为
多个细分市场。接下来，结合城市台新闻栏目特点以及目标市场的价值等因
素，经过一系列的调查，最终选择集中市场策略进行营销
我们将赋闲在家的中老年人以及都市普通上班族这两个细分市场作为
《热线 188》栏目的目标市场，并将《热线 188》栏目定位为成都市的生活
服务平台，旨在为目标人群提供所谓强势媒体雨新媒体所不具备的公共咨询
服务，如水电气、社保、公积金、交通出行、违章、各职能部门热线、医院
专家号等资讯功能，为他们打造属于本地的生活服务类节目。为此提出相应
的市场营销策略、媒介营销策略等营销策略。最后，对文章阐述内容进行总
结，并提出展望和不足
本文主要试图通过对城市台新闻栏目营销策略的研究，帮助城市台新闻
栏目突围生存困局，找到一种合适城市台新闻栏目的道路
关键词：媒体 城市电视台 STP 理论 营销策略1
Abstract
With halo of mouthpiece and uncrowned king, traditional media once enjoyed
glory. Well with rising of new media and we media, changing of aesthetic taste of
audience, and influence of commercialized operation and marketization
competition instead of government support policy, traditional media has been deep
in crisis. Its speaking right has been gradually weakened, influence badly
minimized and market share plummeted. It is especially true for city television
stations who are suffering from unprecedented survival pressure with relatively
small funds amount.
Under the political and economic environment of declining traditional media,
city television stations have especially suffered from low program audience rating,
plummeting advertising revenue and resignation of talents one by one, due to its
limited coverage, and insufficient production budget, rough program production
and unreasonable industrial structure compared to CCTV and satellite television.
Among columns of city television stations, news programs which can be easily
replaced suffered obvious impact. In general, news program in traditional media
can win by its transmission speed or deep digging. But under circumstances that
new media is emerging and stepping into rapid and comprehensive development
stage, the so-called exclusive news report is increasingly rare due to instantaneity
and low access threshold of network communication and timeliness of new media
superior to traditional media. After losing timeliness and monopolized news
sources and limited by production budget and natural shortage of production
members, it is difficult for news program in the city television stations to enter into
the market by in-depth reporting. With terribly declining audience rating, it has
been caught in an awkward development condition.
What’s worse, new advertising law known as the strictest advertising law in
history has been put into implementation on September 01, 2015. Previously, news
program of city television stations strongly depended on advertising revenue,
which mainly comes from advertising injecting due to audience rating and soft
advertisement implanted in the news program. Its advertising revenue dropped due
to plummeting audience rating, plus new advertising law has strictly limited the
advertisement types implanted into news program of city television stations, its
revenue will further be limited accordingly.
With suppressing by CCTV and satellite television, constantly nibbling of living
space by we media, and insufficient expenditure as well as poor production quality
due to resignation of talents, news program of city television stations has been
pounded on all sides. Therefore, city television stations demand prompt solution to2
finding new development path and their own values. .
Taking Hotline 188, news program on the urbanism channel in Chengdu
Television, as an example and based on core marketing theory STP, this article
mainly makes analysis of the situation of news program of city television stations
and proposes for transformation to solve the current dilemma and formulates
corresponding marketing strategy.
With adoption of analytical approach SWOT and matrix analysis SWOT, this
article has made detailed analysis of dilemma and internal and external
environment of city television stations and let readers have an all-around
understanding of their news program. After that, based on data, it shall make
audience subdivision as per territory, age and profession. Next, it shall take
features of its news program and value of their target market into consideration,
and finally chooses focused market strategy for marketing after a series of pilot
investigation and multiple operations.
We regard two subdivision markets including retired middle aged and elderly
people and ordinary office worker as the target market of Hotline 188, and position
this news program as Chengdu life service platform. It aims to provide target
population with public services which are unavailable in the so-called powerful
media, including services for power, gas and water, social security, accumulation
fund, transportation, rules and regulations violation, and hot lines of each
functional department as well as expert registered tickets of hospitals. In this way,
it will help to build a program specifically for local life service. Meanwhile, with
assistance of innovative marketing strategy and media marketing strategy, this plan
will work out. Finally, this article has made summary and put forward expectations
and shortcomings.
By research on marketing strategy of news program in city television stations,
this article will help to rush out through predicament and find a suitable marketing
strategy for news program of city television stations.
Keywords:Media；City Television Stations；STP Theory；Marketing Strategy1
目 录
1 绪论 . 1
1.1 研究背景和目的 ........ 1
1.2 国内外相关研究现状2
1.2.1 国内相关研究现状......... 2
1.2.2 国外相关研究现状......... 5
1.3 研究内容与方法 ........ 7
1.3.1 研究内容. 7
1.3.2 研究方法. 8
1.4 研究框架与思路........ 8
1.4.1 研究框架....
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