佛山电视台品牌建设策略研究

发布时间：2017-03-16 20:00

  本文关键词：佛山电视台品牌建设策略研究，由笔耕文化传播整理发布。

【摘要】：近年来,我国各级电视台经常面临着本身观念陈旧、机制僵化等体制上的问题。此外,在宏观经济下行的背景下,节目制作模式雷同、节目高度同质化,新旧媒体混合竞争等新的挑战,使得生存形势日益严峻。地级市电视台由于其覆盖地域的局限性、相应的受众与客户间逻辑关系的不协调性等特殊“体质”,生存状况更为艰难。与此同时,事实证明,品牌建设对各级电视媒体均具有极其重要的意义,中央电视台、凤凰卫视、湖南卫视等电视媒体的成功案例,对地级市电视台走品牌化道路扩大生存发展空间有着正面积极的借鉴作用。本文以佛山电视台为案例进行研究,通过分析其品牌形象建设方面存在问题,探索其品牌建设的策略,着重关注新媒体时代,佛山电视台利用新媒体助力整合营销,实现品牌建设的可行做法。本文主体结构共分为六部分。第一部分为引言,主要介绍选题背景、研究目的、意义、研究的方法和文章的层次逻辑关系。第二部分为文献综述,概括本文使用的基本概念和相关的文献研究结果。第三部分为案例描述,主要介绍佛山电视台发展历史、品牌建设历程、品牌形象和品牌建设存在问题。第四部分为案例分析,主要从我国地级市电视台生存发展现状、佛山电视台目标受众和竞争进行分析。第五部分是基本建议,根据前述分析提出对佛山电视台品牌定位和打造强势品牌形象的营销传播策略。第六部分是结论和启示。本文认为,基于顾客的品牌资产理论,对佛山电视台强势公司品牌形象的打造奠定了理论的基础。佛山电视台可从六个方面努力来建立强势公司品牌,而新媒体可以助力电视媒体的整合营销。
【关键词】：地级市电视台 品牌资产 品牌定位 品牌形象 新媒体
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G229.27-F
【目录】：

• ACKNOWLEDGEMENT4-6
• ABSTRACT6-7
• 摘要7-8
• LIST OF ABBREVIATIONS8-17
• Chapter I Introduction17-20
• 1.1 Research Backgrounds17-18
• 1.2 Research Objectives18-19
• 1.3 Significance of the Research19
• 1.4 Research Methods19
• 1.5 Main Contents and Logic Structure19-20
• Chapter II Literature Review20-24
• 2.1 Customer-based Brand Equity Theory20-21
• 2.2 Brand Positioning and Marketing Strategy21-22
• 2.3 Brand Strategy of Mass Media22
• 2.4 Influence of New Media Tools on Traditional Media22-24
• Chapter III Case Description24-40
• 3.1 General Introduction to FSTV24-34
• 3.1.1 Historical Development Stages24-26
• 3.1.2 Major Channels, Columns and Projects26-31
• 3.1.3 Host Team of FSTV31-33
• 3.1.4 Documentary Studio of FSTV33-34
• 3.2. Brand Image Building Process of FSTV34-37
• 3.2.1 Initial Stage of FSTV Brand Building34-35
• 3.2.2 Awakening Stage of FSTV Brand building35-36
• 3.2.3 Rapid Development Stage of FSTV Brand Building36-37
• 3.3 Problems of the Brand Building of FSTV37-40
• 3.3.1 Adverse Effects after Integration37
• 3.3.2 Cognitive Bias and Lack of Overall Thinking37-38
• 3.3.3 Insufficient Emphasis on Brand Positioning38
• 3.3.4 Old-Fashioned Modes and Channels of Brand Promotion38-40
• Chapter IV Case Analysis40-56
• 4.1 The Status Quo of China’s Prefecture-level TV Stations40-44
• 4.1.1 Dilemmas Facing China’s Prefecture-level TV Stations40-41
• 4.1.2 Competitive Landscape of Prefecture-level TV Stations41-43
• 4.1.3 Profit-generating Conditions of Prefecture-level TV Stations43-44
• 4.2 Analysis of Target Groups of FSTV (Audiences)44-45
• 4.3 Analysis of Competition of FSTV45-48
• 4.3.1 Competition with TV Stations at Other Levels45-47
• 4.3.2 Competition against Other Local Media47-48
• 4.3.3 Competition against New Media48
• 4.4 Evaluations of Brand Image of FSTV48-53
• 4.4.1 Brand Awareness of FSTV49-51
• 4.4.2 Social Image of FSTV51
• 4.4.3 Brand Loyalty of FSTV51-52
• 4.4.4 FSTV’s Self-assessment on Its Brand Image52-53
• 4.5 Analysis on Brand Positioning of FSTV53-56
• 4.5.1 Highlight Down-to-Earth Local Culture53
• 4.5.2 Promote Public Service and Undertake Social Responsibilities53
• 4.5.3 Build a Bridge to Deliver the Voice of the Party and Government53-54
• 4.5.4 A Media Platform for Promoting Brands54-55
• 4.5.5 Innovate the Platform and Build Omnimedia55-56
• Chapter V Suggestions56-66
• 5.1 Foster Brand Awareness of the Staff56
• 5.2 Dynamic Brand Positioning of the FSTV56-58
• 5.3 Build an Authoritative and Responsible Image58-59
• 5.4 Establish Comprehensive System59-60
• 5.5 Highlight Distinctive Projects60-64
• 5.5.1 Foshan 50-KM Hiking61-62
• 5.5.2 Miss Zhujiang Pageant and Environmental Protection Tour62-64
• 5.6 Build the Image of Broadcasters, Hosts and Hostesses Elaborately64
• 5.7 Make Use of New Media to Strengthen Brand Image64-66
• Chapter VI Conclusions and Enlightenments66-69
• 6.1 Main Conclusions of the Thesis66-67
• 6.2 Management Enlightenments67
• 6.3 Deficiencies and Future Research Directions of the Thesis67-69
• Reference69-71
• Appendix71-75

  本文关键词：佛山电视台品牌建设策略研究，，由笔耕文化传播整理发布。

本文编号：252221