文档介绍：中国传媒大学
硕士学位论文
浅谈女性频道的专业化生存——从美国女性频道看我国女性频
道的经营策略
姓名:郑敏
申请学位级别:硕士
专业:广播电视艺术学
指导教师:苗棣
20070701
摘要

在我国电视界,频道专业化已经成为不可阻挡的潮流,是未来的趋势。一个没有特
色的频道是没有生命力的,每一个频道都要有它非常鲜明的风格和主打内容。以“女性”
作为专业电视频道定位的一种策略,以女性题材、女性视角、女性趣味和女性心理为基
准制作节目,遵循差异化的节目制作理念,是形成一条突破电视频道同质化瓶颈的新路。
然而,我国的专业化女性电视频道虽然类型多样,女性节目的种类繁多,但基本上
处于从大众化向分众化过渡的阶段。各种类型的专业女性频道还面临着许多共同的问题
与困惑,归纳起来,主要是在于市场受众定位不准、专业频道并不专业、盈利模式单一
三个方面。
本文通过对美国专业化女性频道的历史与现实概况、丰富的女性视角节目内容、合
理的节目编排技巧和成熟的经营管理运作模式的介绍,为我国专业化女性频道走出困境
提供了一些启示。
通过对美国专业化女性频道的选择性借鉴,本文提出了我国的专业女性频道如何增
强市场意识,找准女性频道的定位,丰富女性视角的节目内容、开拓节目资源,优化女
性频道的节目编排,制造事件行销,打造专业女性频道的品牌,探索新的赢利模式,发
展多元化经营,进行跨媒介联合,增强电视互动,最终走出我国专业女性频道所面临的
瓶颈的几点建议。

[关键词] 频道专业化女性频道女性视角

1
ABSTRACT

In television world of our country, the frequency channel specialization
has already e the irresistible current, and it is the future tendency. A
frequency channel which doesn’t have characteristic is inviable, Every
frequency channel all must have its extremely Obvious style and main content.
When we make programs we should take the specialized television frequency channel
localization by “the female” as one kind of strategy, and take female theme,
female angle of view, female interest and female psychology as the standard .This
is a new road which breakthrough the homogeneity of the frequency channel.
However, the types of our country specialized feminine television frequency
channel and the feminine programs in our country is diverse and many. They
basically are in the stage which is from the popularity to the minute audience.
Every kind of specialized feminine frequency channels also is facing mon
problems and is puzzles. These problems are the location in the audiences of
the market isn’t accurate, the specialized frequency channel isn’t specialized,
and the profit pattern is unitary.
This essay introduces the history and realistic survey of American specialized
feminine frequency