论凤凰卫视的媒介传播策略-毕业论文.doc
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对凤凰卫视传播策略的研究
院（系）名称：
新闻学院
专业名称：
新闻学
学生姓名：
指导教师：
BACHELOR'SDEGREETHESIS
OFDONGHUCOLLEGEWUHANUNIVERSITY
Phoenixmodeofcommunicationstrategies
College ：
Journalism
Subject ：
Journalism
Name ：
Directedby：
郑重声明
本人呈交的学位论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料真实可靠。
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本学位论文的知识产权归属于培养单位。
本人姓名：
日期：
目录
中文摘要························································6
英文摘要························································7
一、“凤凰模式”传播策略的时代背景···························9
二、“凤凰模式”传播策略主要表现······························10
㈠新闻播报的及时快捷，重大突发事件迅速直播························10
㈡有效穿插短新闻，时事新闻深刻····································10
㈢重大事件有效采用新闻评论方式，时事评论独具一格，鞭辟入里。
········10
㈣新闻主播年轻化，新闻评论员老龄化和专业化。
························11
㈤贯彻人文关怀，主打文化牌。
·······································11
三、“凤凰模式”传播策略内容分析································12
㈠差异化经营策略···················································12
㈡人力资源管理创新策略·············································13
㈢媒介融合策略·····················································14
㈣品牌竞争战略·····················································14
㈤成本领先策略·····················································15
㈥多元化发展策略···················································15
㈦受众中心传播策略·················································16
四、“凤凰模式”传播策略成功的原因······························17
㈠先进科学的经营理念···············································17
㈡特色鲜明的栏目设计···············································17
㈢与众不同的主持风格··············································18
㈣严谨灵活的管理机制与方式········································18
五、“凤凰模式”传播策略成功的启示意义··························21
㈠新闻专业主义是媒体的生存之本·····································21
㈡媒体的生存源于创造···············································21
㈢话语权将决定媒体的生存状况和发展前途·····························21
六、结语························································22
参考文献························································23
摘要
在当代大众传播语境中，独特的“凤凰模式”策略已成为当前国内外传媒学界共同关注的一个热点。
风凰卫视以把世界融入风凰的理念，利用香港的天时地利人和，主持人选择注重内涵、素质；新闻记者能力注重独立、全面；新闻节目策划视野开阔，覆盖全球，注重第一时间对重大新闻事件进行直播报道和后续报道；观念上体现良知和责任；传播策略注重直播、亲和化。
引领了一代电媒潮流，改写了中国电视运营模式。
研究“凤凰模式”传播策略，将有助于我国媒体尤其是主流媒体的改革发展，改变原有老套的新闻运作模式，转变经营者和管理者的思路，加深对新闻内涵的认识深度，使他们不至于墨守成规、作茧自缚。
这样既可以为媒体自身打开一片新天地，又可以形成自身无法替代的节目风格，为广大受众提供优质高效的新闻信息服务，真正使媒体发挥“嘹望哨”的作用。
本文拟从“凤凰模式”传播策略的时代背景入手，阐述了“凤凰模式”传播策略的主要表现，在此基础上，系统论述了“凤凰模式”传播策略的基本内容，剖析了“凤凰模式”传播策略成功的原因，最后揭示了“凤凰模式”传播策略成功的启示意义。
关键词：
凤凰模式；受众中心传播策略；市场定位差异化策略；媒介融合策略；多元化发展策略；品牌竞争战略
Abstract
Inthecontextofcontemporarymasscommunication,theunique
"PhoenixModel"strategyhasbecomeacommonconcernofscholarshomeandabroadamediahotspot.PhoenixTVtotheworldtheconceptofintegrationintothephoenix,theuseoffavorablefactorsinHongKong,thehostselectionfocusoncontent,quality;Abilitytofocusonindependentjournalistsandcomprehensive;Newsprogramplanningvision,globalreach,focusingonthefirsttimeonlivecoverageofmajornewseventsandfollow-upreport;Embodiestheconceptofconscienceandresponsibility;Communicationstrategiesfocusonlive,andofthepro.ThetrendofelectricitygenerationtoleadthemediatorewritetheChineseTVbusinessmodel.Of"PhoenixModel"communicationstrategywillhelpChina'smedia,especiallythemainstreammediareformanddevelopment,changethemodeofoperationoftheoriginalold-fashionedpress,changingtheideaofoperatorsandmanagerstoenhancetheunderstandingofthedepthofnewscontent,sothattheywouldnotstayinarut,cocoon.Thiswillopenanewworldthatthemediaitself,butalsocancreatetheirownstyleoftheprogramcannotbereplaced,forthepublictoprovidequalityandefficientnewsandinformationservicethattrulymakethemediaplaya"LiaoWangwhistle"role.
Thispaperfromthe"PhoenixModel"communicationstrategybackgroundpaperexpoundsthe"PhoenixModel"CommunicationStrategyofthemainperformance,onthisbasis,thesystemdiscussedinthe"PhoenixModel"CommunicationStrategyofthebasiccontentanalysisofthe"PhoenixModel"thereasonsforthesuccessofcommunicationstrategies,andfinallyrevealsthe"PhoenixModel"Revelationsuccessfulcommunicationstrategy.
Keywords:
Phoenixmodel;AudienceCommunicationStrategyCenter;Differencesinmarketpositioningstrategy;MediaConvergenceStrategy;Diversificationstrategy;BrandCompetitiveStrategy
一、“凤凰模式”传播策略的时代背景
作为社会的感觉细胞，电视媒体敏锐而深刻地反映着现代社会的发展演变。
与整个时代大背景相应和，在中国，面对传媒环境与政策日渐宽松与开放，电视传媒业技术与艺术发展的日新月异，巨大的竞争压力和观众手中不断换键的遥控器，电视已经和正在悄然实现着一系列观念变革和功能转变：
“从传声筒式的为‘政治’而传播，到拜物教式的为‘商业’而传播，再到现在以‘人’为本的为‘人生’而传播。
换句话说，我们的传播，经
升级会员 