電視產(chǎn)業(yè)市場化運(yùn)作過程中的問題及對策——基于無錫電視產(chǎn)業(yè)市場化實踐的研究.pdf

1、東南大學(xué)碩士學(xué)位論文電視產(chǎn)業(yè)市場化運(yùn)作過程中的問題及對策——基于無錫電視產(chǎn)業(yè)市場化實踐的研究姓名：于國狀申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：黃凱2001.11.1電視產(chǎn)業(yè)市場化運(yùn)作過程中的問題及對策AbstractAsaresultoftheimpactofthemarketeconomyandtherenewalofthecompetitionconcept，ourcountry’Stelevisionsectorhasfina

2、llybrokenitstraditionalroleasthepropagandavehicletelevisionundertakinghasshiReditsemphasisfrom“publicity”onlyinthepastto“bothpublicityandoperation”todayandistryingtofindawayforitsmarketorientedoperationHoweverittakestime

3、Ingeneral，thewholetelevisionsectorisstilloperatingundertheframeoftheplannedeconomyandadministrativemanagementThemonopolycan’tbebrokenovernightSpecificallyspeaking，themarketoperationofindividualtelevisionmediaorganization

4、sisstillyettobepromotedandoptimizedduetothemalfunctioningtraditionalmanagementmodeShortcomingsofthetraditionalmanagementsystemstillexistfromtheorganizationstructuretotheorganizationvaluesystemIntermsofprogramdesignandpro

5、duction，marketrulesarenotfollowedAndamodemmarketingconceptandaeffectiveCOStcontrolsystemneedtobeintroducedintotheTVadvertisementmanagementandtheenterpriseoperationcostcontr01Astotheabove—saidproblems，thethesislooksintoth

6、eproblemsoccurringinthecourseofthemarket—orienteddevelopmentofthetelevisionsectorinahopetofindoutsolutionsThefirsttwochaptersofthearticlegenerallyexplainsthechangeofthetraditionaltelevisionundertakingtothemodemtelevision

7、industryandgivesananalysisaboutthecompetitionsituationinthissectorChapter3looksintothemajordifficultiesofWuxiBroadcastingandTelevisionGroupinitsmarketorientedoperationandtheircausesChapter4concludesthethesis，puttingforwa