湖南卫视娱乐品牌研究

发布时间：2018-03-01 22:13

本文关键词： 湖南卫视娱乐品牌品牌建设　出处：《郑州大学》2009年硕士论文　论文类型：学位论文

【摘要】：随着传媒竞争的加剧,我国的电视媒体被无情的推向了品牌化竞争的时代。品牌对媒体的发展越来越具有重要意义。尤其是近年来,各省级电台在央视及境外媒体的强势竞争下于夹缝中求生,纷纷掀起品牌塑造的高潮,但在品牌建设中却面临种种问题如：相互模仿,定位模糊,缺乏个性,包装欠佳等等,从而削弱了媒体的竞争力。如何增强电视媒体品牌的竞争力,克服同质化,凸显自身特色,成功的建设电视品牌成为每位电视传媒人的关注的焦点。湖南卫视作为品牌建设中的领军者,以娱乐为主题,以创新为核心竞争力,以快乐为效应,从常规娱乐栏目,大型活动的策划,电视剧制作和引进,到频道包装,主持人,品牌的推广和维护全方位整合,打造出“中国最具活力的电视娱乐品牌”其出色的品牌经营和管理,对省级卫视的发展具有借鉴意义。本文共分为四个部分。第一部分对电视品牌内涵及特殊性进行阐述,并对湖南卫视的品牌发展历程进行梳理。第二部分对湖南卫视品牌塑造进行分析,包括“娱乐品牌”产生的背景,品牌的创新定位,品牌的外在形象,以及对娱乐栏目,电视剧,大型活动等娱乐资源的整合运用。第三部分对湖南卫视对娱乐品牌的维护与延伸进行了阐述。第四部分总结湖南卫视对省级卫视品牌建设的启示：准确定位,整体运作；勇于创新,开拓品牌；加强质量管理,实施精品战略；简洁、统一、个性的CIS形象。
[Abstract]:With the aggravation of the media competition, the TV media in our country have been pushed to the era of brand competition mercilessly. Brand is becoming more and more important to the development of media, especially in recent years. The provincial radio stations survive in the gap under the strong competition of CCTV and foreign media, and one after another set off a climax of brand building. However, in brand construction, they face various problems such as mutual imitation, vague positioning, lack of personality, poor packaging, and so on. How to strengthen the competitiveness of TV media brands, overcome homogeneity, highlight their own characteristics, and successfully build TV brands has become the focus of attention of every TV media. Hunan Satellite TV, as a leader in brand construction, takes entertainment as its theme, innovation as its core competitiveness, and happiness as its effect, from routine entertainment columns, planning of large-scale activities, production and introduction of TV dramas, to channel packaging and anchors. The promotion and maintenance of brands in all directions, to create "the most dynamic Chinese TV entertainment brand" its outstanding brand management and management, the development of provincial satellite TV has reference significance. This paper is divided into four parts. The first part expounds the connotation and particularity of TV brand, and combs the brand development course of Hunan Satellite TV. The second part analyzes the brand shaping of Hunan Satellite TV. Including the background of "entertainment brand", the innovative orientation of the brand, the external image of the brand, as well as the entertainment column, TV series, The third part expounds the maintenance and extension of Hunan Satellite TV to entertainment brand. Part 4th summarizes the inspiration of Hunan Satellite TV to provincial satellite TV brand construction: accurate positioning, overall operation; Courage to innovate, open up brand; strengthen quality management, implement quality strategy; simple, unified, personality CIS image.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222-F

【引证文献】