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MBA毕业论文_网融合_趋势下广播电视媒体管理运行机制构建PDF

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广播电视作为党和政府的喉舌,是满足人民群众精神文化需求的重要工具和载 体,是传播社会主义核心价值观的重要思想舆论阵地。“三网融合”是指广播电视、 电信和互联网三网的技术、功能以及业务等出现融合的趋势,不仅是技术发展对广播 电视系统提出的转型要求,更是国家层面着力推动的一项信息整合发展政策。 “三网融合”在广电系统的落地离不开科学、有序的体制机制,构建“三网融合” 趋势下广播电视媒体管理运行机制,是保证“三网融合”有序推进的重要因素。当前, 网络技术和移动通信技术高速发展,媒介生态环境发生深刻变革,广播电视媒体面临 着前所未有的挑战与发展机遇。在这种媒介大环境下,本文通过剖析“三网融合”下 广播电视媒体管理运行机制,以期探究广播电视媒体在融媒体环境下的转型突围策 略。 本文运用定位理论、管理机制理论、组织理论等管理学和营销学理论等,对广电 媒体管理机制现状及存在问题进行了分析,从PEST分析模型角度对“三网融合”环 境下广播电视媒体的宏观发展环境进行了剖析。通过分析,本文认为广电媒体存在机 构行政化、管理在一定程度上依赖经验、人力资源管理较为滞后、内容建设乏力等问 题。针对以上问题,本文认为,在当前全媒体环境下,广电媒体只有打破体制机制桎 梏,以市场为导向,以互联网思维为引领,深化改革创新,从构建科学营运机制、架 构合理的组织结构、加强人力资源开发、打造品牌平台、建立产业链接等方面着手, 着力构建科学、有效的管理运行机制,才能更好地适应“三网融合”趋势,发挥广播 电视主流媒体的重要作用。 关键词:“三网融合”;广播电视媒体;运营机制;对策措施;环境分析 “三网融合”趋势下广播电视媒体管理运行机制构建 II Abstract RadioandtelevisionasthemouthpieceofthePartyandthegovernment,isan importanttoolandcarriertomeetthespiritualneedsofthepeople,isanimportant ideologicalandpublicopinionfronttospreadthesocialistcorevalues.“Integrationofthree networks”referstothetrendofconvergenceoftechnology,functionsandservicesofradio andtelevision,telecommunicationsandinternetnetworks.Itisnotonlythetransformationof radioandtelevisionsystem,butalsoaninformationintegrationdevelopmentpolicy promotedbythenationallevel. Atpresent,withtherapiddevelopmentofnetworktechnologyandmobile communicationtechnology,themediaecologicalenvironmenthasundergoneprofound changes.Radioandtelevisionmediaarefacingunprecedentedchallengesanddevelopment opportunities.Inthismediaenvironment,thisarticlethroughtheanalysisof“threenetworks integration”undertheradioandtelevisionmediamanagementoperationmechanism,in ordertoexplorethebroadcastingandtelevisionmediainthecontextoffinancialmedia transformationbreakthroughstrategy. Thispaperanalyzesthepresentsituationandexistingproblemsofmediamanagement mechanismofradioandtelevisionbyusingthetheoryofpositioning,management mechanismtheory,organizationtheoryandothermanagementandmarketingtheories.From theperspectiveofPESTanalysismodel,thispaperanalyzesthemacrodevelopment environmentofradioandtelevisionmediaundertheenvironmentof“threenetworks integration”.Throughtheanalysis,thisarticlethinksthattheradioandtelevisionmediahas someproblems,suchastheadministrativeorganization,themanagementdependingon extent,thelagofhumanresourcesmanagement,thelackofcontentconstructionandsoon.In viewoftheaboveproblems,thispaperarguesthatinthecurrentall-mediaenvironment,the broadcastingandtelevisionmediaonlybreaktheshacklesofthesystemand mechanism,market-orientedtothemarket,GuidedbytheInternetthinking,weshould deepenreformandinnovation.Weshouldstartwiththeconstructionofascientific operatingmechanism,arationalorganizationalstructure,humanresources development,brandplatform,andindustriallinks,etc.WeshouldtaketheInternetthinkingas 河北地质大学硕士学位论文 III aguidetodeepenthereformandinnovation,andbuildascientificoperatingmechanism,a rationalorganizationalstructure,strengthenthedevelopmentofhumanresources,establisha brandplatformandestablish,Onlybyconstructingascientificandeffectivemanagement mechanismcanwebetteradapttothetrendof“threenetsintegration”andexertthe importantroleofradioandtelevisionmainstreammedia. Keywords:three-networkintegration;Broadcastandtelevisionmedia;Operation mechanism:Countermeasures;Environmentalanalysis 河北地质大学硕士学位论文 V 目录 摘要...........................................................................................................................................................I Abstract.................................................................................................................................................II 第一章绪论.......................................................................................................................................1 1.1研究背景及目的........................................................................................................................1 1.2国内外研究现状....................................................................................................................2 1.2.1国外研究现状................................................................................................................2 1.2.2国内研究现状................................................................................................................3 1.3研究内容与方法........................................................................................................................5 1.3.1研究内容.....................................................................................................................5 1.3.2研究方法.....................................................................................................................6 1.3.3研究创新点.....................................................................................................................6 1.3.4技术路线..........................................................................................................................7 第二章相关概念和理论..........................................................................................................9 2.1“三网融合”概述....................................................................................................................9 2.2广播电视媒体........................................................................................................................9 2.2.1广播电视管理体制.......................................................................................................9 2.2.2广播电视专业化.........................................................................................................10 2.2.3频道制.............................................................................................................................10 2.3PEST分析模型..........................................................................................................................10 2.4定位理论.....................................................................................................................................11 2.5管理机制理论...........................................................................................................................11 2.6运行机制理论...........................................................................................................................12 2.7成本管理理论...........................................................................................................................12 第三章“三网融合”趋势下广电媒体宏观环境分析...................................................13 3.1政治环境分析...........................................................................................................................13 3.2经济环境分析...........................................................................................................................13 3.3社会环境分析...........................................................................................................................14 3.4科技环境分析......................................................................................................................17 第四章“三网融合”趋势下广电媒体管理机制现状及问题分析..........................19 4.1我国广播电视管理机制发展历程.................................................................................19