A Study On The Transformation Of Educational Communication Of Shandong Education TV Station In The Times Of Financial Media

The development of new media has changed the pattern of communication,making it difficult for traditional media to survive and seeking ways to transform.While the academia and the industry are actively exploring the media transformation,one kind of traditional media has failed to receive the attention it deserves.They have been marginalized for a long time,the number of media and the scale of users is constantly decreasing,and they need to find a suitable development path.They are educational television stations at all levels in our country.With the development of the Internet,more and more private capital has begun to set up online education field,which has gained faster transmission speed and greater influence than traditional educational media.It is very difficult for educational TV media to obtain higher industry status and advertising investment in the competition with limited educational programs.Under this background,this paper intends to choose the key project of Shandong Education TV Station's educational communication transformation--" Enjoy reading and grow "project as the research object.Through three research methods,including literature research,case analysis and interview.In order to provide some reference for the transformation practice of Shandong Education Television and other educational media in China,this paper studies the evolution of relevant concepts of education communication,transformation motivation,transformation results,transformation advantages and disadvantages,and future transformation strategies of Shandong Education Television.The first chapter of this paper mainly analyzes the relevant concepts,development and evolution of educational communication transformation of educational TV stations in the era of financial media.First of all,the concept of the era of financial media is explained.The so-called melt-media era refers to the era of media convergence.Then,the media convergence of all aspects of the interpretation.Next,starting from the understanding of the concept of education,this paper puts forward its own different views on the connotation of the traditional educational communication,and then analyzes the development and evolution of educational communication media and other related aspects.Finally,the motivation of transformation is studied.This paper holds that it is the common pressure of the dual attributes of education and media,the progress of related technologies and the urgent needs of society that have contributed to the transformation of educational TV station.The second chapter of this paper mainly introduces and studies the key project of educational communication transformation of Shandong Education TV Station--"Happy Reading·Growth" plan(hereinafter referred to as "Project")in detail.Through field practice and interview,this paper,based on the first-hand information,sorts out the implementation background,planning and organization,phased implementation strategy and project vision of the project,clarifies the project's own situation,and lays a foundation for the analysis of its competitive advantages and disadvantages.Then,the current communication strategy of the project is summarized from four aspects:fragmented communication,multi-channel communication,online and offline collaborative communication,and platform communication.The third and fourth chapters of this paper belong to the key chapters.The third chapter mainly studies the competitiveness of the project.First of all,when choosing the evaluation method of competitiveness,this paper believes that the previous evaluation standard of TV programs is no longer applicable to the current project.Therefore,it tries to introduce the competitive situation analysis matrix(CPM),which evaluates from five major items,including main body,content,communication,service and effect,and 13 minor items.In the selection of evaluation objects,mainly based on industry data,and fully refer to the real opinions of the project team.Through analysis,this paper argues that,compared with current advantage enterprises,project is mainly in the aspects such as human resources,financial support,technology and equipment at a disadvantage,and the number of users have a certain gap with competitors,but in the content,the service has evident advantages,relying on the subject advantage,the project is expected to further enhance competitiveness,gradually complete the transformation of the target.The fourth chapter of this paper mainly aims at the problems existing in the current project,especially the competitive disadvantage,and puts forward the further transformation strategy.This paper holds that the competition of Shandong Educational TV Station has changed from the competition between traditional media to the competition between traditional media and new media.Under the new situation,the shandong education television station in content appeal,guiding force,user coverage and coverage program form also have high ability and level,but its competitive disadvantage is more outstanding,also want to achieve in the future competition advantage,from "software and hardware",attach importance to talents,build user thought oneself and the public service and so on four aspects,Systematic transformation of educational communication.