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凤凰卫视新闻策略的战略处境和策略选择
引用本文:王卓明,董宁宁.凤凰卫视新闻策略的战略处境和策略选择[J].湖南大学学报(社会科学版),2008,22(5).
作者姓名:王卓明  董宁宁
作者单位:北京师范大学,艺术与传媒学院,北京,100875
摘    要:凤凰卫视新闻竞争力的核心是具有中国本土明确的地缘优势,地处本土和两岸三地地缘交汇处,先天拥有大中华区信息集散和流通的优先话语权,利于在本土公众中形成某种中立性的立场暗示,对中国本土展开和而不同的媒介策略。同时,凤凰卫视新闻战略遭遇的现实挑战是:立足于本土区位边缘,人文语境、政治趋向同本土空气极有可能形成某种隐性疏离甚至是话语对立的倾向;在新闻评论话语方面面临和本土电视新闻同质化的危险;随着中国本土电视新闻话语空间和电视新闻形态的发展以及两岸三地进一步凝聚,凤凰卫视既在中国本土地区面临本土卫视群雄竞起的挑战,又在港澳台地区面临传统电视王牌媒体的挤压。而实现战略突围的两大基本策略在于:创新需求,构建跨地域的华人中产阶层连线;创新渠道:进军跨媒体领域,开启全媒介竞争时代。

关 键 词:电视新闻  凤凰卫视  品牌  传媒运营  地缘

On the Tactic Setting and Strategy Choosing of the Phoenix TV Station's News Scheme
WANG Zhuo-ming,DONG Ning-ning.On the Tactic Setting and Strategy Choosing of the Phoenix TV Station''s News Scheme[J].Journal of Hunan University(Social Sciences),2008,22(5).
Authors:WANG Zhuo-ming  DONG Ning-ning
Abstract:The core news competitiveness of the Phoenix TV Station's lies in the specific geographic advantage in the mainland. It locates at the joint of the mainland, Taiwan, Hongkong, Macao and was born to possess the priority of informations' distribution, circulation and the right of preferential comment. Thus, it is quite helpful to shape a matter of adiaphorous standpoint suggestion in the audience and then furtherly to render an useful and different intermedia strategic attack towards other TV stations in the mainland. Meanwhile, the Phoenix TV Station also faces up to some coming challenges, that is, due to the geographic marginal location, humanist surroundings and political sense, it is easy for the station to present a trend of recessive alienation or even contradiction in dialogues towards the mainland. Furthermore, it may become homogenious with the mainland TV stations in terms of news commenting. With the expansion of news space, the development of news transition in the mainland and the further cooperation among the mainland, Taiwan, Hongkong and Macao, the Phoenix TV Station not only confronts the challenge of the new risen local TV stations in the mainland but also faces the traditional extrusion from the regional trump TV stations. In order to make a strategic breakout, there are two basic tactics, namely, new demands exploration, which refers to building up a cross-regional bridge to connect the Chinese middle class, and new channels creations, that is, to move forward to the cross-media field to meet the challenges of all mass media competition era.
Keywords:TV news  the Phonix TV Station  brand  media operation  geographic margin
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