媒体成功的背后——凤凰卫视竞争力初探.pdf

  摘 要 中国电视产业的现状可以这样形容：频道资源丰富，自制节目奇缺；受众 资源丰富，节目资源奇缺。主要表现就是各电视台节目内容的同质化程度较高。 继选秀和首播剧之后，“讲故事”铺天盖地，接着婚恋节目重振旗鼓。面对巨大 的受众市场，各电视媒体仍以收视率马首是瞻。就在娱乐化、同质化蔓延成风 的时候，有一家民间电视媒体却一直保持着自己严肃的风格特色，那就是凤凰 卫视。 是什么让凤凰卫视有如此魄力能够在短时间内迅速成长并在受众心目中占 据重要地位？面对娱乐风，又是如何做到坚持自己的特色不变？本文立足于凤 凰的传媒竞争力，探讨了凤凰卫视竞争力形成的原因，分析了各组成要素在凤 凰成长过程中所发挥的作用。特别注意到其组织文化和意见领袖对传媒组织的 深远影响。 本文首先分析了凤凰卫视的生存环境，这是媒体的成长土壤及格局形成原 因之一。并将香港与内地的传媒环境进行了对比，分析影响两地传媒发展的不 同的外部因素。其次着重描述了凤凰的节目生产流程，包括新闻和专题节目。 详细勾勒了凤凰的人员管理方式和创新策略。中间提到了与广告客户互动的节 目创意生产理念，具有很好的借鉴作用。再次，将凤凰的发展与其企业文化和 领导人的素质相联系，体现无形资源对媒体的重要性。本文最后总结了凤凰卫 视的几个突出优势，提及了凤凰现在所面临的困境，以期对内地媒体有启示意 义。 关键词：凤凰卫视；传媒竞争力；节目生产 1     Abstract In China, TV industry is so weak. It is said that the resource of channal is richer than self-made programmes; the audiences are richer than programmes. The chief sign is that the programmes in all TV stations are homogenized in high level. All this penomenon is because of audience rating. But there is a TV station which seems to be the only exception to this general phenomenon. That is Pheonix TV. Why can pheonix TV grows rapidly in short time? How can she take an important role in audiences’mind? What are her characteristics that she insists? This article is based on the competence of media in Pheonix TV. It investigates the reason for Pheonix TV’s competence, and analyzes the function of competence elements in Pheonix TV’growth process. Whatelse, the article notices the far-reaching influence of organization culture and opinion leader. The content is as follows: First , it presents the living environment of media in HongKong, and contrasts the environment between HongKong and mainland China. Second, it describes Pheonix TV’s program production lines,which includes news program and episode. Human resource management is