作为广电行业中数目最为庞大的队伍，城市电视台在整个中国广
播电视的发展中起着举足轻重的作用。因此，在数字化改革中，HZ
电视台这样的城市台因为有限范围的本地受众易于做到小众化、分众
化，易与本地受众互动更了解受众需求等特点占据内容上的优势，目
前，学界、业界将目光重点聚焦在中央、省级广电媒体的生存状况和
发展策略上，忽视了“互联网+”时代数字化背景下 HZ 等市一级广电
媒体。本文试图对 HZ 电视台在数字化浪潮中的研究，为城市电视台
数字化探究发展的有效路径
本文综述了国内外有线电视的发展历史，展望了我国有线电视的
发展趋势，分析总结了国际上三网融合较早国家的经验和特点，并结
合我国和 HZ 市有线电视的数字化、网络化现状，综合运用企业战略
管理理论 PEST、波特五力分析了 HZ 电视台的外部宏观环境、行业环
境和内部环境，最后应用SWOT分析方法对HZ电视台进行了战略选择，
明确了 HZ 电视台的发展战略定位，提出了采取纵横一体化战略、业
务创新战略和企业联盟战略作为 HZ 电视台发展战略的建议，对我国
有线电视产业和网络运营企业的发展提供了有益参考
关键词：城市电视台；数字化；发展战略浙江工业大学硕士学位论文 HZ电视台数字化发展战略研究
II
Research on digital development strategy of HZ TV station
Abstract
Radio and television is the product of the progress of science and technology, the
application of each new technology to promote the development of radio and
television. Now the world into the digital information age, the modern information
technology, especially the global information wave caused by the network technology,
the traditional media pattern and its major changes. Triple play makes
telecommunication networks, radio and television networks and computer
communication networks mutual penetration and mutual compatibility, and gradually
integrated into a unified information network. Thus, digital has become the inevitable
trend of the development of radio and television, radio and television industry is a
technical transformation. Under the new media environment characteristics of TV
media Internet plus is increasingly significant, are gradually to set the traditional
media, news website, App terminal is a digital media integration evolution.
As the largest number of radio and television industry, the city TV station plays an
important role in the development of China&39;s Radio and television. Therefore, in the
digital TV HZ reform, this city because the limited scope of the local audience to do a
small minority and demassification, and local audience interaction more
understanding of the needs of the audience and other features occupy the advantage of
content, at present, the academia and the industry will focus on the central and
provincial radio and television media survival and development strategy, ignoring the
digital background Internet plus era of Hangzhou City radio and TV media. This
paper tries to research on the digital wave Internet plus era of HZ television, as TV
digital city to explore effective path of development.
This paper reviews the development history of domestic and international cable TV,
the prospect of development trend of CATV in China, analyzing and summarizing the
experiences and characteristics of the international convergence of the earlier
countries, combined with the digital and network status quo of China&39;s cable TV and
HZ, PEST, strategic management theory, the integrated use of Potter&39;s five forces
analysis of external enterprises HZ TV&39;s macro environment, industry environment
and internal environment, the application of SWOT analysis method to carry on the
strategic choice of HZ TV, a clear strategic development orientation of HZ TV station,
proposes a vertically and horizontally integrated strategy, business innovation strategy
and enterprise strategic alliance as the HZ TV development strategy provides a useful
suggestion, the reference for the development of China&39;s cable TV industry and
network operators.
Keywords:City TV station; digital; development strategy浙江工业大学硕士学位论文 HZ电视台数字化发展战略研究
III
目 录
1 绪论..........1
1.1 研究背景.........1
1.2 研究意义.........2
1.3 电视台数字化研究现状.........3
1.4 研究方法和研究内容.5
1.4.1 研究方法..........5
1.4.2 研究内容..........5
2 理论基础和数字化电视特点及现状.....7
2.1 发展战略理论.7
2.1.1 企业发展战略的内涵..7
2.1.2 PEST 分析.........8
2.1.3 波特五力模型..8
2.2 “互联网+”...8
2.3 电视数字化及其技术影响.....9
2.4 全球有线电视数字化发展趋势.......11
2.4.1 国外有线电视数字化发展趋势........11
2.4.2 国内有线电视数字化发展现状——青岛模式........11
3 HZ 电视台内外部环境分析......13
3.1 HZ 电视台外部环境分析......13
3.1.1 宏观环境分析——PEST 模型...........13
3.1.2 行业环境分析——波特五力模型....17
3.1.3 外部因素评价矩阵分析........20
3.2 HZ 电视台内部环境分析......22
3.2.1 HZ 电视台简介及发展现状...22
3.2.2 资源分析........23
3.2.3 节目生产和运营能力分析....23
3.2.4 广告创收能力分析....24
3.2.5 内部因素评价矩阵分析........25
3.3 SWOT 分析......26
3.3.1 HZ 电视台的优势......26浙江工业大学硕士学位论文 HZ电视台数字化发展战略研究
IV
3.3.2 HZ 电视台的劣势......26
3.3.3 HZ 电视台的机遇......27
3.3.4 HZ 电视台的挑战......28
4 HZ 电视台数字化发展方向......31
4.1 战略定位.......31
4.2 战略目标.......31
4.3 HZ 电视台数字化发展战略..31
4.3.1 纵横一体化战略........31
4.3.2 差异化、多元化角度的业务创新战略..........
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