电视民生新闻栏目的品牌经营

发布时间：2018-05-29 09:38

本文选题：电视民生新闻 + 品牌经营　；参考：《西南政法大学》2009年硕士论文

【摘要】： 自2002年江苏电视台《南京零接触》开播以来,全国各地迅速掀起一股“民生新闻潮”。然而,经过7年的市场竞争,仍然能在本地领先收视率的电视民生新闻栏目却寥寥无几,有的甚至走到了濒临消亡的边缘。电视民生新闻栏目作为电视时政新闻的补充,报道形式较之报纸、广播更鲜活,较之网络、手机更权威、严肃,在地方的新闻报道中,电视民生新闻栏目有着不可或缺的价值。电视民生新闻栏目发展的7年时间,正处于电视媒体开始重视品牌经营的阶段。因此,大部分电视民生新闻栏目的经营者都较为注意营造自身良好的品牌形象,并通过各种途径进行推广,同时还以科学手段进行品牌认知的调查研究。在实践中,许多电视民生新闻栏目对品牌经营进行了有益尝试,并形成了一批有代表性的品牌电视民生新闻栏目。虽然电视民生新闻栏目的品牌经营在实践方面有了一些成功的例子,但总体来说,仍然可以看到电视民生新闻栏目的品牌经营还处在初始阶段,至今没有一个电视民生新闻栏目拥有完整的品牌战略体系,而仅仅是在某一个环节做得比较出色。另外,因为我国整个传媒产业的品牌经营都还处于初级阶段,电视民生新闻栏目品牌经营的不成熟受环境的影响甚深。本文试图从品牌经营的角度对电视民生新闻栏目进行详细的分析,找出电视民生新闻栏目进一步发展的经营模式。依托重庆电视台提供的研究环境,作者深入考察《天天630》的品牌经营模式与效果,探索电视民生新闻栏目的品牌经营之道。同时,本文结合对个案的研究,提出竞争发展战略,实现对未来电视民生新闻栏目品牌经营趋势的考察、研究和发现。
[Abstract]:Since the opening of Jiangsu TV station "Nanjing zero contact" in 2002, a "news tide of people's livelihood" has been set off in all parts of the country. However, after 7 years of market competition, there are few television news columns in the local leading ratings, some even on the verge of extinction. The supplement of political news, the form of the report is more vivid than the newspaper, the radio is more lively, the network, the mobile phone is more authoritative and serious. In the local news reports, the TV news program of the people's livelihood has an indispensable value.
The 7 year development of TV livelihood news column is in the stage of brand management in TV media. Therefore, most of the operators of TV news programs have paid more attention to creating their own good brand image and popularizing them through various ways. In practice, many TV people's livelihood news columns have made a useful attempt on brand management, and formed a number of representative brand TV news columns. Although the brand management of TV livelihood news column has some successful examples in practice, the brand management of TV livelihood news column can still be seen on the whole. Still in the initial stage, there is not a TV livelihood news column with a complete brand strategy system, but only in a certain link to do well. In addition, because the brand management of the whole media industry in our country is still in the primary stage, the immaturity of the TV livelihood news hurdles brand management is deeply affected by the environment.
This article tries to make a detailed analysis of the TV livelihood news column from the perspective of brand management to find out the business model for the further development of the TV livelihood news column. Relying on the research environment provided by Chongqing television station, the author deeply investigates the brand management mode and effect of "630>", and explores the brand management of the TV livelihood news column. At the same time, combined with the case study, this paper puts forward the strategy of competition development to realize the investigation, research and discovery of the brand operation trend of the future TV news column.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G229.2-F

【引证文献】