电视节目主持人品牌研究

发布时间：2018-01-27 23:41

本文关键词： 节目主持人品牌关系形象营销管理测评维护　出处：《华东师范大学》2008年博士论文　论文类型：学位论文

【摘要】： 从媒介产业经营的角度来看,节目主持人是一个市场的概念,而不是一个专业的概念。以往我们都把节目主持作为一种专业,从专业技能的角度对节目主持人进行考察和分析,这是主持人诞生二十几年来,节目主持人研究所走的一条路。而事实上,作为电视传媒界面存在的节目主持人,其关键的职能是提高媒介界面的友好性,也就是提高传媒界面的粘合力。随着传媒体制改革的不断深入、传媒市场化的不断推进,传媒竞争的日益激烈。在实践中,要实现这一目的的核心手段就是要打造节目主持人品牌。本文从主持人市场角色的确认、主持人品牌的界定、主持人品牌的构建基础、主持人品牌的营销、主持人品牌的管理系统、主持人品牌的价值测评、主持人品牌的维护以及危机管理等几个方面,初步构建了一个主持人品牌的运营系统。在绪论部分,从电视文化产业的角度对主持人的角色进行再观照,明确提出电视节目主持人是电视文化产业的产业工人、电视产业的产品、电视产业品牌的重要组成部分。并在此基础上,对电视节目主持人品牌的概念、特征等进行了界定和分析。这些都是本文论述的基础。阐述了主持人品牌研究的目的和意义,对国内外有关主持人品牌研究的文献进行梳理,对本文可能的创新进行了分析。第一章对主持人与受众的关系——这一主持品牌建构的基础进行了系统的分析研究。提出主持人品牌的构建基础是传受关系。而这种关系的核心就是受众对节目主持人的信任感,这种信任感发展到一定的程度就形成品牌忠诚。对于新闻类节目主持人来说,表现为主持人成为意见领袖,而品牌忠诚发展到极致,特别是对于文艺类等其他类型主持人来说则表现为明星崇拜。第二章对构建主持人品牌的核心——主持人的个性形象进行了分析和研究。品牌的最基本的功能就是用来区分产品的,就是避免节目同质化和不可拷贝的核心元素。主持人品牌表现的核心就是深入人心的个性形象。本章试图从内在和外在两个方面对主持人品牌的个性形象进行分析和把握。第三章对主持人品牌如何进行营销做了系统的分析。从营销策略的选择,营销的各个阶段,选择切入市场的关键点,营销的目标以及在营销过程中容易陷入的误区等个方面进行了分析和研究。第四章对主持人品牌的管理系统进行了分析。根据目前传媒机构的体制问题,提出了要有专业化的管理团队来专门对主持人品牌进行运营管理,这不属于传统的业务部门,而是介于人力资源管理和市场营销之间的复合职能部门。本章结合上海文广新闻传媒集团的实例对管理模式以及人力资源支持系统进行了阐述。第五章对于主持人品牌价值的测评进行了分析。实现主持人品牌价值最大化无疑是主持人品牌构建的最终目的,而科学的测评则是重要的衡量标尺。对主持人品牌资产,主持人品牌资产评估的意义以及主持人资产评估的方法等方面进行了分析。第六章对如何维持主持人品牌的生命力以及主持人品牌会遇到的危机以及危机管理进行了分析。首先,对主持人品牌的发展模式、品牌的生命周期进行了分析,其次,对主持人品牌如何维持生命力避免衰落的因素和方法,包括主持人品牌的转行和复出进行了阐述,最后,分析了主持人品牌可能出现的危机以及如何应对危机进行了论述。在结语中,对本文的主要观点进行总结,提出传媒机构打造主持人品牌的应对策略,即要认清一个本质,处理好三个关系,确立五种理念。本论文的创新之处主要在以下三个方面: 1、主持人品牌研究为节目主持人研究开拓了新的视野,是主持人研究范式的创新。 2、把主持人纳入广播电视管理学和营销学的领域,将主持人作为广播电视媒体重要品牌和资产来研究,为媒介管理学以及主持人研究提供了新的研究视角,开创了主持人研究新的领域。 3、节目主持人品牌研究是一个新颖的领域,涉及多门学科的交叉融合,架构起一个相对完整的研究体系其困难无疑是巨大的。但这也恰恰是本文的创新之处,也是本文的主要价值所在。论文初步形成主持人品牌研究的基本理论框架。这不仅为主持的职业发展具有方向性的指导意义和实践价值,同时也对传媒企业的管理、营销,推动传媒产业的发展具有借鉴价值。
[Abstract]:From the perspective of media industry management, the host is a concept of the market, rather than a professional concept. We used to take host as a profession, to explore and analyze the host from the professional perspective, this is the host of the birth of two ten years, a host of go. But in fact, as the existing TV media interface program host, its key function is to improve the media friendly interface, it is to improve the media's cohesive force. With the deepening of the reform of the media system, the media market continues to advance, the increasingly fierce competition in the media. In practice, to the core means for this purpose is to build host brand.
The confirmation from the host market role, define the host brand, build brand host, host brand marketing and management system of the host, the host brand value evaluation, several aspects of the host brand maintenance and crisis management, construct a host operating system brand.
In the introduction part, then to observe the host's role from TV cultural industry perspective, clearly put forward the TV host's TV culture industry workers, TV industry products, an important part of the brand of TV industry. And on this basis, the concept of brand TV presenter, features are defined and analyzed. These are the foundation of this paper. Describes the purpose and significance of the research of the brand, to the domestic and foreign related host brand research literatures, the innovations of this dissertation can be analyzed.
The first chapter is about the relationship between the host and audience of the brand construction of host is studied. The host brand building is based on the relationship between communicator and core. This relationship is the audience to host a sense of trust, this kind of trust development to a certain extent on the formation of brand loyalty to news. Show host, show host become opinion leaders, and brand loyalty development to the extreme, especially for the art of other types of hosts is shown as the star worship.
The second chapter on the construction of the core brand personality -- host host image are analyzed and studied. The basic function of a brand is used to distinguish the products, is to avoid the homogenization and the program can not be copied. The core elements of the core host brand is the performance of people's personality image. This chapter tries to analyze and grasp the the host brand image from two aspects of internal and external.
The third chapter makes a systematic analysis of how the host brand conducts marketing. From the choice of marketing strategy, the different stages of marketing, the key points to cut into the market, the goals of marketing and the misunderstandings which are easy to fall into the marketing process are analyzed and studied.
The fourth chapter of the host brand management system are analyzed. According to the current system problems of media organizations, put forward to have a professional management team to the host brand operation and management, it does not belong to the traditional business, but between human resource management and marketing of the composite functions. This chapter with examples Shanghai media group of management and human resources support system are described.
The fifth chapter is the analysis for the evaluation of the host brand value. To achieve the host brand value maximization is the ultimate objective host brand construction, and scientific evaluation is an important measure of the scale. The host brand assets, analyzes the significance of brand equity evaluation host and host asset evaluation methods.
The sixth chapter analyzes how to maintain the vitality of the brand and the host host brand will encounter crisis and crisis management. Firstly, the development model of the brand, the brand's life cycle are analyzed. Secondly, the host brand how to maintain life force to avoid fading factors and methods, including the host brand switch and a comeback the paper, finally, analyzes the possible host brand crisis and how to deal with the crisis are discussed.
In the conclusion, we summarize the main points of this paper, and put forward the coping strategy of the media organization to create the host brand, that is, we must recognize the essence and deal with the three relationships and establish five concepts.
The innovation of this paper is mainly in the following three aspects:
1, the research of host brand has opened up a new vision for the research of the host of the program, and is the innovation of the research paradigm of the host.
2, put the host in the field of radio and television management and marketing, study the host as an important brand and assets of radio and television media, and provide a new perspective for the research of media management and anchorperson, and create a new field for the host.
3, study on the host brand is a new field, involved in cross discipline integration, establish a relatively complete system of the difficulty is enormous. But this is also the innovation of this paper, the main value is the basic theoretical framework of this thesis. The preliminary form of host brand this not only has direction for the development of the auspices of the occupation guidance and practical value, but also for media management, marketing, and promote the development of media industry has the reference value.

【学位授予单位】：华东师范大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：G222.2

【引证文献】