省级卫视新闻节目发展策略：区域化品牌建设

发布时间：2018-01-16 22:32

本文关键词：省级卫视新闻节目发展策略：区域化品牌建设　出处：《厦门大学》2008年硕士论文　论文类型：学位论文

【摘要】： 目前省级卫视新闻节目整体状况不好,在省级卫视的频道定位中,它又被边缘化,欲振而乏力。面对这样的状况,本文指出了做好新闻节目对省级卫视发展的重要意义:它可以帮助省级卫视占领优质市场,降低市场风险,优秀的新闻节目更是省级卫视高品质、高品位的重要标志。因此切不可将它视为“边角料”。那么该如何做好省级卫视的新闻节目?本文提出了建设区域化品牌的发展策略。这一策略要求省级卫视根据受众和市场的需要,通过充分发掘所在区域的新闻资源,深入探索所在区域经济、文化、政治等方面的特色,做好品牌定位,并将这些特色融入新闻节目之中,使其节目具有良好的品牌形象和鲜明的品牌个性,从而提高受众的品牌忠诚度,提高其市场占有率和传播效果。本文还从宏观规划和业务措施两方面阐述了这一发展策略。宏观上,本文认为省级卫视的新闻节目应该发挥自身的区位优势,以区域化作为总的方向,找准自己和竞争对手的区别点,做好品牌定位。它可以围绕权威、深度、亲和、特色四个方面来塑造其品牌形象,并通过有特色的内容,有个性的表现形式,塑造独特的品牌个性。最后,本文结合省级卫视新闻节目的具体实例,从新闻业务的角度,探讨了它做好区域化品牌的具体措施。主要探讨了省级卫视如何做好分类新闻,如何以“大区域新闻”理念做好新闻节目,如何以个性化表现形式塑造新闻节目品牌个性,怎样做好深度报道和批评性报道,怎样做好民生新闻,怎样做好重大事件报道这六个方面的问题,并指出它们对省级卫视新闻节目建设区域化品牌的意义和价值。
[Abstract]:At present, the overall situation of provincial TV news programs is not good. In the channel positioning of provincial satellite TV, it is marginalized, eager and weak. Facing such a situation. This paper points out the importance of doing well news programs to the development of provincial satellite TV: it can help provincial satellite TV to occupy high quality market and reduce market risk, and excellent news programs are even more high quality of provincial satellite TV. The important symbol of high grade. Therefore, it must not be regarded as "scrap material." So how to do a good job of provincial satellite TV news program? This paper puts forward the development strategy of building regional brand. This strategy requires provincial satellite TV to explore the regional economy and culture by fully exploring the news resources of the region according to the needs of the audience and the market. Political and other aspects of the characteristics of the brand positioning, and these features into the news program, so that its program has a good brand image and distinctive brand personality, so as to improve the brand loyalty of the audience. Improve its market share and communication effect. This paper also expounds this development strategy from two aspects of macro planning and operational measures. Macroscopically, this paper believes that the news programs of provincial satellite TV should give play to their location advantages and take regionalization as the general direction. It can focus on the authority, depth, affinity, characteristics to shape its brand image, and through the characteristics of content, personality forms of expression. Create a unique brand personality. Finally, this paper combines the concrete examples of provincial satellite TV news programs, from the perspective of news business, discusses the specific measures to do a good job of regionalization brand, mainly discusses how provincial satellite TV to do a good job of classified news. How to make a good news program with the concept of "big area news", how to mold the brand personality of news program with the form of individualized expression, how to do the in-depth report and critical report, how to do the news of people's livelihood well. How to report the major events in these six aspects and point out their significance and value to the construction of regional brand of provincial satellite TV news programs.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G222

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