媒介融合背景下电视栏目的品牌塑造

发布时间：2018-03-19 09:44

本文选题：媒介融合　切入点：web2.0　出处：《山东大学》2009年硕士论文　论文类型：学位论文

【摘要】： Web2.0技术时代的来临推动了媒介融合的趋势愈演愈烈,任何一种媒体想在竞争中生存都不可能再孤芳自赏,独善其身,传统的强势媒体电视也在这种剧烈变动的媒介生态中倍感压力。在当前的电视传媒业,传播渠道霸权结束,电视媒体面临着的前所未有的市场竞争。电视媒体工作者和研究者都力图借鉴企业发展中的成熟理论,如品牌塑造理论、整合营销传播理论等,提出电视媒体的品牌化战略,通过品牌化赢得市场竞争,为电视媒体的发展指出一条新的发展道路。随着网络技术和数字技术的发展,信息可以通过文本形式、图片形式、音频形式和视频形式进行广泛传播。电视媒体的信息产品形式多样化、传播渠道多样化。而在WEB2.0的网络技术下,网络的互动性加强,从某种程度上讲,受众和信息的发布者已经融为一体。媒介的融合趋势改变了社会信息的生产、传递、接收的模式,带动了社会的发展,也改变了媒体的生存环境,极大地冲击了我国传统媒体,改变了传统媒体的生存、发展和竞争模式。在这种技术背景下,传统的电视节目品牌塑造方法只有适应新的市场环境和技术环境,利用新的技术特点和市场发展特点进行电视媒体的品牌塑造,才能取得更好的效果,在市场竞争中脱颖而出。电视节目是电视品牌形象的载体,电视媒体品牌形象通过一个个节目产品呈现出来,节目产品的品牌形象直接影响着电视媒体的品牌形象,因此,在媒介融合的背景下,利用多种传播渠道塑造电视节目的品牌形象,将成为电视媒体塑造品牌形象的基础。根据数字技术和网络技术的发展现状,充分利用传统媒体、新媒体和多种传播渠道,塑造电视媒体鲜明的品牌形象。这样才能在电视媒体的竞争中脱颖而出,取得竞争的胜利,提高电视媒体的社会效益和经济效益。那么,在新的技术和市场背景下,如何借鉴品牌管理理论,应用媒介融合的发展现状,应用网络的新的技术特点,探索出电视节目内容产品品牌塑造的途径,为我们提出了新的研究课题。本次研究将通过分析媒介融合趋势下电视媒体的发展特点、新媒体的信息传播特点,充分研究电视节目在品牌塑造过程中,对博客、播客、论坛等新的技术形态的应用,探寻一条在这种新的技术环境和市场环境下,电视节目品牌塑造的方法和途径。
[Abstract]:The advent of Web2.0 technology era has promoted the trend of media convergence intensified, any kind of media want to survive in the competition can no longer be lonely, alone, Traditional and powerful media television is also under pressure in this dramatic change of media ecology. In the current television media industry, the hegemony of communication channels is over. TV media are facing unprecedented market competition. TV media workers and researchers are trying to draw lessons from the mature theories in the development of enterprises, such as brand building theory, integrated marketing communication theory, and put forward the brand strategy of TV media. To win market competition through brand-making, a new way of development for TV media is pointed out. With the development of network technology and digital technology, information can be widely disseminated in the form of text, picture, audio and video. Under the network technology of WEB2.0, the interactivity of the network has been strengthened, to some extent, the audience and the publisher of the information have merged into one. The trend of the integration of the media has changed the production and transmission of social information. The mode of reception not only drives the development of society, but also changes the living environment of the media, greatly impacts on the traditional media of our country, and changes the mode of survival, development and competition of the traditional media. Under this kind of technical background, only by adapting to the new market environment and technology environment, making use of the new technical characteristic and the market development characteristic to carry on the television media brand shaping, the traditional television program brand shaping method can obtain the better effect. Stand out in the market competition. TV program is the carrier of TV brand image. The brand image of TV media is presented through one program product. The brand image of program product directly affects the brand image of TV media. Therefore, under the background of media integration, Making use of various communication channels to create brand image of TV programs will become the basis for TV media to create brand image. According to the current development situation of digital technology and network technology, we should make full use of traditional media, new media and various channels of communication. Only in this way can the TV media stand out in the competition, win the competition and improve the social and economic benefits of the TV media. Then, under the new technology and the market background, how to draw lessons from the brand management theory, the application media fusion development present situation, the application network new technical characteristic, explores the television program content product brand shaping way, This study will analyze the development characteristics of TV media under the trend of media convergence, the characteristics of information dissemination of new media, and fully study the television programs in the process of brand building, blog, podcast, The application of new technology form, such as forum, explores a method and approach to brand shaping of TV program under this new technical environment and market environment.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222

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