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伴随着中国市场取向的改革和经济社会的整体转型,中国广电业得到了巨大的发展,也启动了自身的转型进程:行业的生存模式由财政供给型向自我积累型转变;行业经营方式由单一广告经营向以广告为主的多种盈利模式转型;行业定位由单一属性、功能向多种属性、功能转型;行业传播理念“传者为中心”向“受众为中心”转型;行业产品(广播电视节目)的内容、形态、功能转型;传播策略由“合众”传播向“分众”传播转型:所有制结构由单一国有制向公有制为主体、多种所有制共同发展转型;传输手段由单一无线传输向无线、有线、卫星传输相结合转型;行业管理由单一行政管理向法制化管理转型;行业主体由传统事业体制向现代事业——产业体制转型。
With the reform of China’s market orientation and the overall economic and social transformation, China’s broadcasting industry has made tremendous growth and started its own transitional process: the survival mode of the industry has shifted from the fiscal supply-to-self-accumulation type; the mode of operation of the industry has changed from a single The advertising business has transformed itself into a variety of profit-oriented advertising models; the industry positioning has shifted from a single attribute and function to a variety of attributes and functions; the concept of “communication as the center” of the industry communication has shifted from “the audience as the center”; the product of the industry TV programs). The strategy of communication spreads from “Hezhong” to “Hezhong”: the ownership structure changes from a single state-owned system to a public ownership system, and various ownership systems make common development and transformation. The transmission method consists of a single wireless transmission The combination of wireless, cable and satellite transmission has transformed the industrial management from a single administrative system to a legalized management system. The main body of the industry has been transformed from a traditional business system to a modern business-industrial system.