从CCTV-7《致富经》看涉农栏目的品牌传播研究

发布时间：2018-12-18 18:23

【摘要】：新媒体蓬勃发展的现状下,电视产业中的涉农栏目却被都市文化边缘化,呈现出不景气的局面。报道总量偏少、缺少名牌栏目、覆盖率不够、三农信息不能满足受众的需求是目前涉农栏目的问题所在。涉农题材日新月异,意义更是历久弥新,其品牌传播策略研究具有重要的价值和现实意义。涉农栏目的品牌传播作为电视产业的利基市场,已经受到了电视传媒的关注和重视：受众定位开始转型服务城乡一体,内容定位上保留本土化并用差异化策略来适应新时代的品牌竞争。CCTV-7《致富经》作为全国覆盖最广的农业节目,依托母体频道的品牌效应,积极应用新媒体技术：对新时代的农业节目受众重新进行考量并且细分市场；从受众的真实需求出发生产致富内容；品牌定位精准；用活动营销、衍生产品和树立业界权威形象来进行品牌推广,’不仅是涉农类品牌栏目,也彰显了其高度的社会责任感。《致富经》品牌传播的优缺点是并存的：线上传播内容单一、微博、微信等新媒体传播功能挖掘不深。针对《致富经》优缺点提出的优化策略是：提高新媒体传播能力,对微博、微信等进行深度挖掘,创造个性的用户体验；扩大选题领域,升级目标受众覆盖面。针对涉农栏目的现状和《致富经》的经验及不足,本文提出涉农栏目品牌传播优化设计的思路：首先要立足内容为王的根本,在受众心目中建立一个良好的品牌形象,即切实服务“三农”—以满足受众的真实需求建立品牌形象。其次是要培养栏目在受众心中的品牌依赖感,这是在建立好品牌形象之后必须要稳固的措施,即加强信息互动—以信息交流平台培养品牌依赖感。最后是要维护和推广栏目的美誉度,即强化社会责任—用公益营销和衍生产品推广品牌美誉度。
[Abstract]:With the booming development of new media, the agriculture-related columns in TV industry are marginalized by urban culture and present a depressed situation. The problem of agricultural columns is that the total amount of reports is small, the lack of famous columns, the coverage rate is not enough, and the information on agriculture, rural areas and farmers can not meet the needs of the audience. The theme of agriculture is changing with each passing day, and the significance is very old. The study of brand communication strategy is of great value and practical significance. As a niche market of the television industry, brand communication of agriculture-related columns has attracted the attention and attention of the television media: the audience orientation has begun to transform and serve the urban and rural areas as a whole. Content localization and differentiation strategy to adapt to the brand competition in the new era. CCTV-7, as the most widely covered agricultural program in the country, relies on the brand effect of the mother channel. Active application of new media technology: reconsidering the audience of agricultural programs in the new era and segmenting the market; Starting from the real needs of the audience to produce rich content, accurate brand positioning; Use activity marketing, derivative products and establish an authoritative image of the industry to promote the brand,'is not only an agricultural brand column, It also shows its high social responsibility. The advantages and disadvantages of brand communication coexist: the content of online communication is single, Weibo, WeChat and other new media communication function mining is not deep. Aiming at the merits and demerits of "getting rich", the optimization strategies are as follows: to improve the ability of new media communication, to dig into Weibo and WeChat in depth, to create individual user experience, to expand the field of topic selection and to upgrade the coverage of the target audience. In view of the current situation of the column concerned with agriculture and the experience and deficiency of "getting rich", this paper puts forward the idea of optimizing the design of brand communication for the column concerned with agriculture: first of all, we should establish a good brand image in the eyes of the audience based on the root of the content. That is to effectively serve the "three rural"-to meet the real needs of the audience to establish a brand image. Secondly, it is necessary to cultivate the brand dependence of the column in the audience, which is a firm measure after the establishment of the brand image, that is, to strengthen the information interaction-to cultivate the brand dependence on the information exchange platform. Finally, it is necessary to maintain and promote the reputation of the column, that is, to strengthen social responsibility-to promote brand reputation with public welfare marketing and derivative products.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

【参考文献】