情感类电视节目的品牌建设
发布时间:2018-04-16 02:33
本文选题:情感类电视节目 + 品牌 ; 参考:《郑州大学》2009年硕士论文
【摘要】:“情感”是人类生活中不可或缺的一种精神构成。作为最能反映现实生活,也最容易重构电视生活的大众媒体,电视从来就不乏对“情感”的关照。自20世纪90年代初,以《百姓生活》为代表的关注百姓生活情感和以《艺术人生》为代表的关注名人生活情感的节目登陆荧屏以来,我国的情感类电视节目已经走过了从名人到百姓,从个人情感到社会大义的多个发展阶段,拥有了多种表现形式和节目形态,为央视、江苏卫视等媒体单位赚足了眼球并取得了良好的经济效益。进入90年代,市场经济的浪潮也一样波及到了电视媒体领域。从节目制作到主持人运作再到品牌延伸,无形中实现了电视节目的品牌化经营。然而,电视节目的品牌化经营又绝非一朝一夕的事情,它需要严格的遵循科学规律和市场规律进行运作。 首先,本文从情感类电视节目在国内目前的发展现状入手,着重分析国内电视产业电视节目目前面临的竞争格局,情感类电视节目的界定和分类以及情感类电视节目目前的市场现状这三方面内容,力求在总体上对情感类电视节目的定义、分类及现状有一个大致的了解并充分认识到品牌化经营的重要性和必要性。 其次,从品牌化经营的第一步——品牌创建开始讲起,结合电视节目是一种精神产品和信息产品的特点,运用CI战略、定位理论和品牌认知理论对如何开展情感类电视节目的品牌创建进行深入剖析。 再次,从如何通过传播学的培养理论和管理学的品牌忠诚理论培养受众忠诚度到如何通过多种营销手段实现情感类电视节目品牌价值提升,探讨情感类电视节目如何在运营过程中做好品牌维护,凸显品牌效应。 与此同时,情感类电视节目不仅要作为一种电视节目的形态存在,还应在节目的品牌延伸上做足文章。这一章节从收视提升、产品销售、媒介合作及价值提升这四个方面就情感类电视节目的品牌提升提出品牌延伸的方向和途径。 最后,在对目前情感类电视节目在发展过程中出现的一系列的问题提出质疑和批评的同时,分析问题产生的原因,并就如何更好的实现情感类电视节目的质量提高和品牌价值提升提出合理化的意见和建议。
[Abstract]:Emotion is an indispensable spiritual component in human life.As the best reflection of real life and the easiest to reconstruct TV life, TV has always cared for "emotion".Since the beginning of the 1990s, programs with "people's Life" as their representative and "Art Life" as their representatives have appeared on the screen.The emotional TV programs in our country have gone through many stages of development from celebrities to people, from personal feelings to social justice, with various forms of expression and program forms, for CCTV.Jiangsu Satellite TV and other media units earned enough eyeballs and achieved good economic benefits.Enter 90 s, the tide of market economy also affected television media domain similarly.From program production to host operation to brand extension, the brand management of TV programs is realized invisibly.However, the brand management of TV programs is not overnight, it needs to strictly follow the scientific law and market law to operate.First of all, this paper starts with the current development of emotional TV programs in China, focusing on the analysis of the domestic television industry TV programs are currently facing the competition pattern.The definition and classification of affective TV programs and the current market situation of affective TV programs, in order to define affective TV programs as a whole,Classification and current situation have a general understanding and fully understand the importance and necessity of brand management.Secondly, starting from the first step of brand management-brand building, and combining the characteristics of TV programs as a spiritual product and information product, we should use CI strategy.Positioning theory and brand cognition theory deeply analyze how to establish the brand of affective TV programs.Thirdly, from how to cultivate audience loyalty through communication theory and management brand loyalty theory to how to achieve emotional TV program brand value through a variety of marketing means.This paper discusses how to maintain the brand and highlight the brand effect in the process of operation of affective TV programs.At the same time, emotional TV programs should not only exist as a form of TV programs, but also do enough articles on the brand extension of programs.This chapter puts forward the direction and approach of brand extension of emotional TV programs from four aspects: TV viewing promotion, product sales, media cooperation and value enhancement.Finally, while questioning and criticizing a series of problems in the development of emotional TV programs, we analyze the causes of the problems.And how to better achieve the emotional TV program quality and brand value to improve the rationalization of the advice and suggestions.
【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
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