Research On The Operation And Management Mode Of CCTV's "Singing China" Column

With the rapid development of new media,the status of traditional television media has been severely challenged.In the new era,there are three points that are the focus of common concern of television workers,but also need to be solved in the column operation management:how to enhance the competitiveness of their own television programs;how to stand out in a competitive market;and how to achieve their own value and revenue.As a new media era of television cultural products,the operation and management model of “Singing China" column are worth analyzing and learning.In this work,“Singing China” of CCTV is used as a research subject.The literature method,case study method and field research method are introduced to the study of operation management mode for in-depth investigation.Firstly,a detailed overview of the establishment,purpose,form,and significance of the "Singing China" program is described.Secondly,an in-depth analysis of the program from four aspects: operation mechanism,production management,personnel management and operation management.The specific content mainly includes: production and broadcast separation system,producer responsibility system,production process,grading responsibility system,program quality management,cost control strategy,personnel organization structure,personnel management strategy,as well as the competitive strategy of the program,marketing model,cooperation model,integrated media strategy.Finally,the advantages and disadvantages about the important position of producer with quality requirements and the flat management structure are discussed in the operation and management mode.The "Singing China" column operation management model analysis for the new media era column operation management has brought four points of inspiration: 1.Develop suitable operation management strategy;2.Dynamic management,improve the management model;3.focus on diversified marketing,take the road of industrial development;4.pay attention to social media operation,seize the opportunity of media integration.In the process of operation and development for "Singing China" column,a set of unique,suitable operation and management mode is formed for the current new media era.According to the study and summary about the column,this paper not only can provide reference value for the development of China television programs,but also can provide ideas and methods for theoretical research on television programs.