论公益类电视活动产品对频道品牌的提升

发布时间：2018-05-23 09:41

本文选题：公益 + 电视活动产品　；参考：《中国传媒大学》2009年硕士论文

【摘要】：纵观近年来的中国电视媒体,我们可以发现公益类电视活动产品渐渐成为被电视人使用,为大众所接受的电视形态。在大谈频道品牌建设的今天,公益类电视活动产品对于提升频道品牌形象有其独特的作用,应当引起学界及业界的注意。本文旨在通过对公益类电视活动产品本体以及其与频道品牌建设之间关系的研究,探讨公益类电视活动产品对频道品牌的提升作用。正文第一部分对公益类电视活动产品进行了概念界定,初步将其分为表彰类、慈善类、服务类和真人秀类,并以中央电视台的节目为例进行阐释,总结出此种电视活动产品的特征。第二部分厘清频道品牌概念,比较分析频道品牌特征,引证频道树立公益品牌意义。第三部分从公益类电视活动产品出现与发展的必然性,结合注意力经济和营销力营销的理论依据,对其提升频道品牌知名度、认知度、美誉度、偏好度和忠诚度五个方面进行分析。第四部分指出了公益类电视活动产品开展的原则和目标,最终归纳出公益类电视活动产品的发展之路:坚持公益主题,热情服务大众;把握道德尺度,注重人文关怀;发扬人道主义,开展多种援助;重视试听效果,提高节目质量。
[Abstract]:Looking at the Chinese television media in recent years, we can find that the products of public welfare television have gradually become the TV form used by the TV people and are accepted by the public. Today, the public welfare TV products have its unique role in promoting the brand image of the channel, which should arouse the attention of the academics and the industry.
The purpose of this paper is to study the relationship between the product noumenon of public welfare television activities and the relationship between the channel brand construction and the channel brand construction. The purpose of this paper is to discuss the promotion effect of public welfare TV products on channel brand. The first part of the text defines the products of public welfare TV activities, and divides them into commendation, charity, service and reality show. In the second part, the second part clarifies the concept of the channel brand, compares and analyzes the channel brand characteristics, and the channel sets up the significance of the public welfare brand. The third part is necessary for the emergence and development of the products of public welfare TV activities, and combines the attention economy and the camp. The theoretical basis of marketing marketing is based on the analysis of five aspects of its promotion channel brand awareness, recognition, reputation, preference and loyalty. The fourth part points out the principles and goals of the public welfare TV products, and finally sums up the development road of public welfare TV activities: adhere to the public welfare theme and serve the public enthusiastically; We should grasp the moral yardstick, pay attention to humane care, carry forward humanitarianism, carry out various kinds of assistance, attach importance to auditioning effect and improve the quality of programs.
【学位授予单位】：中国传媒大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222

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