辽宁卫视《大海热线》节目品牌形象调查研究

发布时间：2018-12-10 20:09

【摘要】： 进入二十一世纪,人们对新闻资讯的需求越来越高,“新闻立台”逐渐成为全国众多地方电视台的一项发展战略。与此同时,我国电视媒介市场经济体制的进一步完善和发展,也促使新闻节目之间由内容竞争转向品牌竞争。优秀的电视新闻节目品牌成为电视媒体增强实力以保持长久发展的重要无形资产,而驱动这种资产扩展的关键因素就是电视新闻节目品牌形象。然而当前对于电视新闻节目品牌形象及其构成要素的研究还相当缺乏,对其测量方法也一直存在很大分歧,没有形成相对统一的认识。本文认为,电视新闻节目品牌形象就是电视受众基于对某一电视新闻节目的收视经验,对该节目品牌的外显性表现元素和内隐性支撑元素产生一定程度的认识和理解,进而形成某种信任与依赖,最终在思想和情感上形成对该节目品牌的总体感知和评价。本研究以探讨不同的电视受众对辽宁卫视《大海热线》节目品牌形象的评价为目的,在借鉴国内外相关研究资料的基础上,采用自编的《“大海热线”节目品牌形象调查问卷》,分别对沈阳市市内五区的552名受众进行了调查。通过抽样调查,基本掌握了《大海热线》节目品牌形象现状。在此基础上,结合本研究的理论假设,建立了电视新闻节目品牌形象结构模型,以及对如何进一步提升《大海热线》节目品牌形象提出了若干建议。研究结果表明: (1)电视新闻节目品牌形象是一个多成分系统,主要包括外显形象和内隐形象两大层面,具体分为标识系统、功能效果、品牌文化和品牌关系四个维度。 (2)本研究自编的《“大海热线”节目品牌形象调查问卷》具有可以接受的信度和效度,可以作为调查电视新闻节目品牌形象状况的测量工具的参考。 (3)《大海热线》节目品牌形象现状是:受众对《大海热线》节目品牌的整体形象给予了“中上”的评价。但是,不同的电视受众对于《大海热线》节目品牌形象的评价存在显著性差异。在“标识系统”维度上,被试在年龄、职业上存在显著差异:在“功能效果”上,被试在文化程度和收视情况上存在显著差异;在“品牌文化”维度上,被试在文化程度、收视情况上存在显著差异;在“品牌关系”维度,被试在年龄、文化程度、职业、收视情况上都存在显著差异。 (4)本文最后部分探讨了电视新闻节目品牌形象结构模型的建立,并结合前面的调查结果,对进一步完善《大海热线》节目品牌形象提出针对性策略和建议。本研究的创新点在于首次从形象学的角度对电视新闻节目品牌形象做出界定,并通过在沈阳地区对《大海热线》节目品牌形象的调查和结果分析,对电视新闻节目品牌形象的结构进行理性探索,丰富了品牌形象的研究领域。这些研究对我国电视新闻节目打造、提升、维护自己的品牌形象具有一定的借鉴意义。
[Abstract]:In the 21 ~ (th) century, people's demand for news information is more and more high, and "news station" has gradually become a development strategy of many local TV stations in China. At the same time, the further improvement and development of the market economy system of TV media in our country also promote the change from content competition to brand competition among news programs. Excellent TV news program brand has become an important intangible asset for TV media to enhance its strength to maintain long-term development. The key factor driving this kind of asset expansion is the brand image of TV news program. However, the current research on the brand image of TV news programs and its constituent elements is still quite lacking, and there have been great differences in the measurement methods of TV news programs, which have not formed a relatively unified understanding. This paper holds that the brand image of TV news program is a kind of understanding and understanding to a certain extent by the audience based on the viewing experience of a certain television news program and the explicit and implicit supporting elements of the program brand. Then a certain trust and dependence is formed, and finally the overall perception and evaluation of the program brand is formed in thought and emotion. The purpose of this study is to explore the evaluation of the brand image of Liaoning Satellite TV's "Sea Hotline" program by different TV audiences, on the basis of drawing lessons from relevant research materials at home and abroad. In this paper, 552 audiences in five districts of Shenyang City were investigated by the questionnaire of brand image of "Sea Hotline" program. Through the sampling survey, the basic grasp of the "Sea Hotline" program brand image status. On this basis, combined with the theoretical assumptions of this study, this paper establishes the brand image structure model of TV news programs, and puts forward some suggestions on how to further improve the brand image of the "Sea Hotline" program. The results show that: (1) the brand image of TV news programs is a multi-component system, which mainly includes explicit image and implicit image. Brand culture and brand relationship are four dimensions. (2) the questionnaire of brand image of "Sea Hotline" has acceptable reliability and validity, which can be used as a reference for measuring the status of brand image of TV news programs. (3) the present situation of the brand image of the "Sea Hotline" is that the audience gives the "middle and upper" evaluation to the overall image of the program brand. However, there are significant differences in the evaluation of brand image among different TV audiences. In the dimension of "identification system", there are significant differences in age and occupation, and in "functional effect", there are significant differences in education level and viewing situation. In the dimension of "brand culture", there are significant differences in the cultural level and the viewing situation, and in the dimension of "brand relationship", there are significant differences in age, education level, occupation and viewing situation. (4) in the last part of this paper, the author discusses the establishment of the brand image structure model of TV news programs, and puts forward some targeted strategies and suggestions to further improve the brand image of the "Sea Hotline" program based on the previous investigation results. The innovation of this study is to define the brand image of TV news programs from the perspective of imageology for the first time, and through the investigation and analysis of the brand image of the "Sea Hotline" program in Shenyang area, The rational exploration of the structure of brand image of TV news programs enriches the research field of brand image. These studies have certain reference significance to our country TV news program creation, promotion, maintains own brand image.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G222.3

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