中国电视深度报道品牌节目研究

发布时间：2018-05-17 21:51

本文选题：电视新闻深度报道 + 品牌　；参考：《湖南大学》2009年硕士论文

【摘要】： 电视深度报道由于选题富有宏大的社会意义与现实意义,叙述带有强烈的故事性和冲突性,从而成为各大电视台的拳头产品,是增强媒体竞争力,扩大社会影响,吸引受众的强有力手段。目前理论界对电视深度报道的研究缺乏基于宏观战略管理的前瞻性、深刻性与系统性。本文旨在以品牌战略和营销战略作为指导思想,把受众意识、市场意识、定位手法、品牌个性、品牌价值延伸、品牌公关、采制流程等元素融汇成一个整体战略体系来探讨和阐释如何打造电视深度报道品牌节目。本文认为,要构建电视深度报道品牌节目,首先要对电视深度报道本身的特质有鲜明的认知与把握——选题应新鲜而重大、节目定位应精准而高端,再适时对选题策划进行科学合理的评估,并配以行之有效的标准化运作模式,方是打造电视深度报道品牌节目的根本出路。本文分析了电视深度报道品牌节目的构成要素;阐释了如何将各要素有机整合来达到创建电视深度报道品牌节目所需的手段,并探讨了电视深度报道品牌节目的发展战略和营销战略。最后,在规范研究的基础上,采用个案研究的实证研究方法,选取中央电视台新闻频道的《共同关注》作为研究对象,基于本文第四章中的中国电视深度报道品牌节目构建体系,结合品牌营销战略来进行剖析,并对《共同关注》节目的品牌发展战略提出相应的建议与对策。
[Abstract]:Because of the great social and realistic significance of selecting the topic, the narration has strong story and conflict, thus becoming the leading product of the major TV stations, it is to enhance the competitiveness of the media and expand the social influence. A powerful means of attracting an audience. At present, the research on TV in-depth report lacks the foresight, profundity and systematicness based on macroscopic strategic management. The purpose of this paper is to take brand strategy and marketing strategy as the guiding ideology, to put audience awareness, market awareness, positioning techniques, brand personality, brand value extension, brand public relations, This paper discusses and explains how to build the TV in-depth report brand program by integrating the elements such as the process of acquisition and production into a whole strategic system. In this paper, the author thinks that in order to construct the brand program of TV in-depth report, first of all, we should have a clear understanding and grasp of the characteristics of the television in-depth report itself-the topic should be fresh and important, the program orientation should be accurate and high-end. Then the scientific and reasonable evaluation of the topic selection plan and the effective standardized operation mode are the basic way to build the TV in-depth report brand program. This paper analyzes the constituent elements of TV in-depth reporting brand programs, explains how to integrate the elements to achieve the necessary means of creating TV in-depth reporting brand programs. The development strategy and marketing strategy of TV in-depth report brand program are also discussed. Finally, on the basis of normative research, the empirical research method of case study is adopted, and the common concern of CCTV news channel is selected as the research object. Based on the construction system of China TV in-depth report brand program in the fourth chapter, this paper analyzes the brand marketing strategy, and puts forward the corresponding suggestions and countermeasures to the brand development strategy of "Common concern" program.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222

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