| With the continuous development of the times,people's requirements for enterprises are getting higher and higher.As a special enterprise,TV media enterprises are facing incentive competition with the deepening of the marketization process.In order to cope with the pressure of survival,some TV media enterprises have gradually produced all the principles of running a TV station centered on economic benefits.The functions and social responsibilities of TV media such as "moral guidance","value orientation" and "social promotion" have been gradually weakened.As a propaganda position to spread Hangzhou culture and display Hangzhou's image,Hangzhou TV Station is also facing the same dilemma as most TV media.Therefore,studying the social responsibility construction of Hangzhou TV Station and putting forward countermeasures and suggestions can also serve as a reference for the TV media industry.This paper is based on Stakeholder Theory and combined with social responsibility report of TV media,the evaluation system of corporate social responsibility of TV media is constructed from seven aspects: employees,investors,advertisers,government,television audience,community and social culture.With the evaluation system and questionnaire,this paper analyses the social responsibility construction of Hangzhou TV Station in seven aspects.Through case study,this paper sums up the problems existing in the construction of corporate social responsibility of TV media enterprises.It mainly includes the lack of protection of public interests,the need to strengthen excellent cultural propaganda,the serious phenomenon of over-entertainment,and the over-emphasis on their own economic interests.At the same time,the reasons for the problems are analyzed,including the weak sense of active service,the imperfect system of social responsibility,the deviation of the positioning of TV media and the weak innovation ability of TV media.In view of the causes of the problems in Hangzhou TV Station,this paper puts forward three countermeasures and suggestions.First,from their own reality,strengthen corporate social responsibility management.Second,rely on the government and industry organizations to strengthen social participation.Third,accelerate integration and innovation,and improve the capacity of corporate social responsibility building. |
