摘要
作为人类社会出现的第一种大众化电子媒介的广播媒介,面对来自电视等传统媒介和网络等新媒介的挑战,广播媒介必须切实转变观念,强化经营和管理。在节目管理方面,广播媒介需要逐步实行主持人中心制和制作人中心制,提高节目质量。同时,通过搭建交易平台、制定市场标准和完善监督机制进行有效的广播节目市场管理。广播媒介可以以节目品牌、创意策划和资源整合来促进广告经营,提高经济效益。广播媒介应根据自身特点和条件,采取频道专业化、管理频率化、广告代理制、重品牌开发和跨媒介联合等策略,才能不断提高竞争力。
As the first electronic mass medium of human society, broadcast must change concept and intensify operational management in face of the challenge from TV and the Internet. In program management, broadcast should gradually enforce the anchor-centered system and producer-centered system in order to promote the quality of programs. Through constructing trading platform, stipulating market standards and perfecting supervising mechanism, broadcast can maintain effective market management of broadcast programs. Broadcast can improve economic benefits by promoting advertising business. Broadcast media can improve their competitiveness by specializing channels, adopting advertising agent system, developing brands and cross-media cooperation.
出处
《广西师范大学学报（哲学社会科学版）》
2007年第3期113-116,共4页
Journal of Guangxi Normal University(Philosophy and Social Sciences Edition)
关键词
广播
节目
广告
经营
管理
策略
broadcast
program
advertisement
operation
management
strategies
