电视频道专业化的受众分析及发展策略专业：广播电视新闻学班级：071学号：200780224126学生姓名：黄彦平指导教师：徐鑫鑫论文编号：2007802241262011年5月中文摘要电视受众的大量分化，收视取向的明显差异，为当前我国电视频道专业化的出现提供了重要条件。电视业的发展和受众市场的变化使得电视频道专业化成为必然，从90年代开始，电视专业化频道的步伐在我国不断加快，众多的专业频道层出不穷。在电视频道专业化变革的进程中，专业频道的发展要急需了解电视的消费主体。我们对电视受众的研究不应停留在浅表层面，局限于外在状况的了解，而需要更深入地了解受众拥有并接触电视的情况，收看电视的习惯和行为方式，掌握他们的心理需求、态度、兴趣、审美体验以及要求、认识和评价，分析造成受众收视状态的原因，探求专业频道的发展趋势和走向。本文将运用实证研究的方法，从对财经类节目观众的收视调查入手，分析电视受众收视需求分化的特征及原因，同时，针对当前专业频道的发展现状，结合部分文献资料研究产生问题的根源，为专业频道的发展提供若干探讨性、对策性的意见。关键词：频道专业化；节目定位；目标受众；制播分离；公共频道目录引言·······························································································1一、电视频道专业化概述··········································································2（一）电视频道专业化的理论依据和社会性基础·········································2（二）频道专业化的基本特征·································································3（三）我国专业频道的发展现状······························································4二、专业频道目标受众分析·······································································6（一）我国财经类电视节目受众分析························································6（二）我国专业频道的受众分析······························································9三、频道专业化的发展策略·······································································9（一）营销策略·················································································11（二）运营管理·················································································13结语·····························································································17参考文献·····························································································18后记···························································································...
