基于社会责任的南方少儿电视媒体战略定位研究

Social-responsibility-based Strategic Positioning Research of Southern Children TV Media

在市场经济条件下,中国经济快速发展,而公民整体素质并未随经济的发展同步提升。电视媒体作为信息时代中最有影响力的媒体,对社会精神文明建设起着举足轻重的作用。有三种人在塑造着孩子的成长,那就是老师、家长和电视。作为少儿电视媒体,对青少年的引导作用显得更为强大。然而目前一些少儿电视媒体为了争抢收视份额、追逐利益,漠视职业道德、社会责任和人文关怀,在宣传教育引导方面出现了一些"负效应",给青少年的身心发展带来不和谐的因素。南方少儿频道作为少儿电视媒体在考虑战略定位时要重视肩负的社会责任。应兼顾经济效益和社会效益,并坚持把社会效益放在首位。

Under the condition of market-oriented economy, the economy of China develops rapidly. However, the citizen＇s overall ethical quality doesn＇t have a synchronous development. Television, the most powerful medium in the information age, plays a pivotal role in the construction of spiritual civilization. So as the kids＂ media. In order to chase more profits, more rating, some children media ignore its own social responsibility, work ethic and human- istic concern. This caused some negative influence on instructing and educating the young generations. This paper, using Porter＇s competitive and SWOT theory, combining domestic and foreign cases and comparing with the existing research, emphasizes that Southern Kids Channel should fully realize its social responsibility when making marketing strategies. This paper takes Southern Kids＂ Channel as an empirical example, tries to balance social benefit and e- conomic benefit by putting social benefit at the first place, and proposes strategic thoughts