山东电视影视频道品牌建造与整体包装研究

发布时间：2018-03-24 01:32

本文选题：电视媒体　切入点：品牌建设　出处：《山东大学》2009年硕士论文

【摘要】： 随着我国电视收视市场化的逐步深入,电视媒体市场的竞争加剧,构建电视媒体品牌日趋受到重视。本文对已有的电视媒体品牌的研究做了综述,总结了前人对于电视媒体品牌建设的相关理论。首先阐明了品牌的定义以及品牌对于消费的影响力。所谓电视频道品牌就是指受众在消费电视频道提供的节目时对电视频道所留于内心的整体印象构成的印记,并进一步对电视频道品牌的特征、核心概念、相关的几个认识误区等问题做了必要的阐述。通过典型案例,对电视频道品牌战略的必要性、运作内容、战略定位、具体实施等方面进行了详细论述。借鉴CI理论我们得出,电视频道包装实际是打造电视频道识别系统(Television Identity System,简称TIS)。具体说来,TIS由三部分组成,即理念识别系统(Mind Identity System简称MIS)、行为识别(Behavior IdentitySystem简称BIS)和视觉识别系统(Visual Identity System简称VIS)。电视频道包装是要解决频道的理念包装、行为包装和外在形象包装。具体阐述了TIS理论概念、原则；从实际操作角度阐释了理念包装和行为包装的概念和实现方法。本文以山东电视影视频道整体包装为实例,对电视频道整体形象设计的原则和内容进行了详细阐述,涵盖了目前电视包装的各个层面。从在播包装(on air)和离播包装(off air)两个方面,重点阐述了电视频道整体形象设计的实施和应用。从“美观设计”和“有效包装”的视角出发,对电视频道的整体包装设计展开了新的探索与联想。本课题立足于山东电视影视频道包装的成功案例,配合大量图片,从理论层面和实际操作层面,对电视频道品牌包装的理念、策略、设计、营销进行细致梳理和论述,是对电视包装系统、全面、深入研究的成果。以期为中国媒体迎接国际传媒挑战探索生存发展之路及我国媒体品牌建构理论研究抛砖引玉。
[Abstract]:With the gradual deepening of TV viewing marketization in China, the competition of TV media market intensifies, and the construction of TV media brand is paid more and more attention. In this paper, the existing research on TV media brands is reviewed. Firstly, the definition of brand and the influence of brand on consumption are expounded. The so-called TV channel brand refers to the program provided by consumer TV channel. The imprint of the overall impression of the television channel, Furthermore, it makes a necessary exposition on the characteristics, core concepts and some related misunderstandings of TV channel brand. Through typical cases, the necessity, operation content and strategic orientation of TV channel brand strategy are discussed. The concrete implementation and other aspects are discussed in detail. Referring to CI theory, we draw a conclusion that the reality of TV channel packaging is to create a television channel identification system called Television Identity system. Specifically, Tis is composed of three parts. It is called mind Identity System, Behavior IdentitySystem and Visual Identity System. TV channel packaging is to solve the problem of channel concept packaging, behavior packaging and external image packaging. This paper expounds the concept of TIS theory. This paper explains the concept and realization of concept packaging and behavioral packaging from the point of view of practical operation. Taking the whole package of Shandong TV channel as an example, this paper expounds in detail the principles and contents of the overall image design of the TV channel. It covers all aspects of TV packaging at present. From the two aspects of live packaging and off-air packaging, this paper focuses on the implementation and application of the overall image design of TV channels, starting from the perspectives of "aesthetic design" and "effective packaging". The whole package design of TV channel has launched new exploration and association. This subject is based on the successful cases of Shandong TV channel packaging, with a large number of pictures, from the theoretical and practical aspects, the concept, strategy, design and marketing of TV channel brand packaging are carefully combed and discussed. It is the result of comprehensive and in-depth research on the TV packaging system. It is expected to offer a reference for the Chinese media to meet the challenge of international media to explore the way of survival and development and the theoretical study of media brand construction in China.
【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】：G229.27

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