我国电视真人秀节目研究

发布时间：2018-02-25 23:02

本文关键词： 电视真人秀品牌管理成功因素提升途径　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：作为近几年一直活跃在国内电视荧屏上的节目形态之一,真人秀节目经过了十几年地发展,逐渐为国内观众所熟知,并最终成为一种较为成熟的节目形式,创造了一个又一个的收视热潮。但是在见证其辉煌的同时,我们也看到目前国内的真人秀节目水平参差不齐,存在着一系列的问题。因此,如何使国内真人秀节目整体水平得到进一步地提升,从而更具竞争力是广大电视人必须面对的研究课题。本文从国内真人秀节目的品牌管理、成功案例分析以及提出解决问题的途径这三个方面对这个课题进行了深入的探讨。论文主体分为四个部分。第一部分,电视真人秀节目概述。对电视真人秀节目的概念作了界定。分析了电视真人秀节目所包含的基本节目元素,以及所具有的形态特征。从全球范围内对电视真人秀的发展历程做了简单回顾,重点阐述了国内真人秀节目的产生发展以及其兴起的原因。第二部分以整合营销传播理论为依据,阐述了我国真人秀节目制作及播出机构应该如何对节目品牌进行管理。笔者把电视真人秀节目的品牌管理分为品牌的定位、品牌的构建、品牌的宣传推广、品牌的维护、品牌的延伸五个阶段并依次对这五个阶段做了详细的分析。第三部分选择了最近几年国内真人秀节目中较为成功的两个作为案例,重点分析了这两个节目成功的要素和创新的地方,以期能为国内真人秀节目质量提升提供可借鉴之处。第四部分就目前我国电视真人秀节目中存在的普遍性问题做了分析,并从政府管理、行业自律、善于创新、本土化、版权保护、评估标准和人才培养这七个方面提出了解决问题的方法。
[Abstract]:As one of the program forms that has been active on the domestic TV screen in recent years, reality TV programs have been developed for more than ten years, and gradually become familiar to the domestic audience, and finally become a more mature program form. Has created one after another of the audience boom. But while witnessing its glory, we also see the current domestic reality TV show level is uneven, there are a series of problems. How to improve the overall level of domestic reality TV shows and make them more competitive is a research topic that the majority of TV people must face. This paper starts with the brand management of domestic reality shows. The successful case analysis and the ways to solve the problem are discussed in depth. The main body of the thesis is divided into four parts. The first part is an overview of reality TV programs. The concept of reality TV shows is defined. The basic program elements of TV reality shows are analyzed. From the global perspective, the development of reality TV shows is briefly reviewed. The second part is based on the theory of integrated marketing communication. This paper expounds how the production and broadcasting organization of reality TV show in our country should manage the brand of the program. The author divides the brand management of the TV reality show into the orientation of the brand, the construction of the brand, the promotion and promotion of the brand, the maintenance of the brand. The five stages of brand extension are analyzed in detail. In the third part, two successful domestic reality TV shows are selected as case studies. This paper focuses on the analysis of the successful elements and innovations of these two programs in order to provide some references for the quality improvement of domestic reality shows. Part 4th analyzes the common problems existing in the reality TV shows in our country at present. The solutions are put forward from seven aspects: government management, industry self-discipline, innovation, localization, copyright protection, evaluation criteria and talent training.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G222.3

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