电视品牌建设中的明星策略研究

发布时间：2018-04-13 00:05

本文选题：明星制 + 电视明星　；参考：《暨南大学》2008年硕士论文

【摘要】： 随着我国竞争激烈的电视业日益趋向明星化发展,近年来明星制被移植到多个电视节目形态,并出现新类型的电视明星,比较典型的有,以凤凰卫视为代表的明星主持人,以选秀节目为代表的平民偶像,以及凭《百家讲坛》出名的学术明星。本文在分析电视造星社会背景的基础上,阐述电视明星与电视品牌的关系,指出电视明星有利于塑造电视品牌,然后重点梳理归纳当前比较突出的造星策略,以品牌学的相关知识观照电视明星的开发、传播与延伸等环节,并运用媒介责任理论提出防止电视造星低俗化的建议,预测明星制的发展方向,特别针对平民造星节目,在防止品牌过度开发造成品牌衰退方面也进行了探究。本文认为,在电视业界的竞争中,电视媒体要占领市场份额,必须为其节目或频道树立独特的品牌,而提取并放大节目品牌组成部分之一的人格化要素是其中的一种思路,通过发掘人格化要素价值,并对其进行传播与延伸,使其与电视节目、频道产生深度关联,进而构建电视品牌,扩大品牌影响力,但与此同时,电视造星策略也要注意防止品牌的过度开发、盲目延伸造成节目生命周期提早终结。此外,由于媒介生产并不等同于一般商品生产,媒介组织的社会属性决定电视造星策略必须坚持相应的社会责任,把经济效益与社会责任统一起来。
[Abstract]:With the increasingly star-oriented development of the competitive television industry in our country, in recent years the star system has been transplanted to a number of TV program forms, and a new type of television star has emerged. Typically, Phoenix Satellite TV is the representative star host.Popular idols represented by draft shows, as well as academic stars known for their hundred pulpit.On the basis of analyzing the social background of TV star-making, this paper expounds the relationship between TV stars and TV brands, points out that TV stars are good for shaping TV brands, and then summarizes the current star-making strategies.Viewing the development, dissemination and extension of TV stars with the relevant knowledge of brand science, and applying the theory of media responsibility to put forward suggestions to prevent the vulgarization of TV star-making, and to predict the direction of the development of star system, especially for the common people's star-making programs.In the prevention of brand overdevelopment caused by brand decline has also been explored.In the competition of TV industry, TV media must set up a unique brand for their programs or channels if they want to occupy market share, and one way of thinking is to extract and amplify the personalization elements of one of the components of program brand.Through exploring the value of personalization elements, and spreading and extending it, making it deeply related to TV programs and channels, and then constructing TV brands and expanding brand influence, but at the same time,TV star-making strategy should also pay attention to prevent brand overdevelopment, blind extension of the program life cycle early end.In addition, because media production is not equal to general commodity production, the social attribute of media organization determines that TV star-making strategy must adhere to the corresponding social responsibility and unify economic benefits with social responsibility.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G229.2-F

【引证文献】