电视民生新闻栏目的品牌打造研究

发布时间：2018-04-17 12:18

本文选题：电视民生新闻 + 品牌打造　；参考：《山东师范大学》2014年硕士论文

【摘要】：中国电视民生新闻栏目从发展到壮大已经走过了十一个年头，学界和业界对电视民生新闻栏目的研究从概念的争执、界定到内容的发展创新再到前景的展望，已经形成了一套较为全面的框架系统，并为其发展指引了可行性高、科学性强的道路。大批民生新闻栏目如江苏电视台《南京零距离》、湖北电视台的《经视直播》、山东电视台《拉呱》、武汉电视台的《百姓连线》等迅速发展。随着各个地市栏目数量的激增和样式的泛滥，在大浪淘沙中保留下来的栏目，必定需要有其不可替代的优势才能在良莠不齐中脱颖而出，这种优势外化成可被借鉴的因素就是品牌的打造。市场中已经出现了一批品牌响亮的民生新闻栏目，然而无论从品牌的打造还是到品牌的维护都处于较初级阶段，有突出的环节性品牌，但缺少系统的品牌战略。因此，本文采用理论研究和案例分析相结合的研究方法，通过成功案例及失败案例的对比分析，使理论观点更明晰，并利用文献分析法、个案分析法、数据分析法、比较研究等研究方法，较为系统的阐释了打造电视民生新闻栏目品牌的思路和方法，研究民生新闻栏目品牌应必备的的素质，并引用不同省市优秀的栏目实例加以论证。笔者通过两大部分，四个章节提出了自己的观点。第一部分主要概述了民生新闻栏目的发展现状，对栏目概念的争议进行了分析和整理，，从政治经济、电视改革、频道间竞争等多方面阐述了电视民生新闻栏目产生、发展的原因，并概述了现状中的一些诸如同质化选题、拍摄手法粗糙、刻意报道负面新闻等问题，随后引入了品牌学概念，通过分析品牌学相关理论提出了打造品牌对电视民生新闻栏目的意义。第二部分由三个章节组成，通过对成功经验的分析和提炼，提出了电视民生新闻栏目品牌打造、品牌维护、品牌延伸的方法。其中，品牌打造章节中，笔者重点从栏目的内容本体构建和编排形式两方面入手，本体构建中具体阐述了选题的时效性、报道的深度性、栏目宗旨、叙事模式、记者职业素养、主持人“代言”作用以及语言选择方面的把握。提升编排水平中具体阐述了播出时间、板块设置、板块顺序、栏目间互动方面的把握，提出了多点栏目打造品牌应必备的条件，并引入大量成功的栏目范例，使理论有所支撑。品牌维护章节中，笔者引入品牌学、营销学相关理论，分别从栏目文化、形象定位、营销与推广、受众反馈等方面分析了影响品牌长久发展应该考察和分析的要素。品牌延伸章节是通过阐述“产品生命周期理论”来分析电视民生新闻栏目品牌的生命周期及实现栏目二次发展和升华的途径。
[Abstract]:It has been 11 years since the development and expansion of China's TV people's livelihood news columns. Academic circles and the industry have studied the programs of television people's livelihood news from the controversy of concept, to the definition of content development and innovation, and to the prospect of the future.Has formed a set of relatively comprehensive frame system, and has pointed out the feasible and scientific way for its development.A large number of news programs on people's livelihood, such as Jiangsu TV Station "Nanjing Zero distance", Hubei TV Station "Live through TV", Shandong TV Station "La Geng", Wuhan TV Station "connecting the people", and so on, have developed rapidly.With the rapid increase in the number of columns and the proliferation of styles in various cities and cities, the columns that have been preserved in the dalangtao sand must have their irreplaceable advantages in order to stand out among the good and the bad.The factor that this advantage externalizes can be used for reference is brand building.There have been a number of famous news columns of people's livelihood in the market, however, both the brand building and the brand maintenance are in the primary stage, there are outstanding links brand, but the lack of a systematic brand strategy.Therefore, this paper adopts the research method of combining theoretical research and case analysis, through the comparative analysis of successful cases and failure cases, makes the theoretical views clearer, and uses the literature analysis method, the case analysis method, the data analysis method, the literature analysis method, the case analysis method, the data analysis method,Comparative study and other research methods, this paper systematically explains the ideas and methods of building the brand of TV people's livelihood news column, studies the necessary quality of the brand of people's livelihood news column, and cites the excellent column examples from different provinces and cities to prove it.The author puts forward his own viewpoint through two parts and four chapters.The first part mainly summarizes the development of the people's livelihood news column, analyzes and arranges the controversy of the column concept, and expounds the emergence of the television people's livelihood news column from the political economy, the television reform, the competition among the channels and so on.The reasons for the development and some problems in the current situation such as homogenization of topic selection, rough shooting techniques, deliberate negative news reporting, etc., were then introduced into the concept of branding.By analyzing the related theories of brand science, this paper puts forward the significance of building brand to the TV news program of people's livelihood.The second part is composed of three chapters. By analyzing and refining the successful experience, the author puts forward the methods of brand building, brand maintenance and brand extension.In the chapter of brand building, the author starts with the content ontology construction and the arrangement form of the column. In the ontology construction, it elaborates the timeliness of the selected topic, the depth of the report, the purpose of the column, the narrative mode, the professional accomplishment of the reporter.The role of the host in endorsing and the grasp of language choice.In order to improve the arrangement level, the author expounds the grasp of broadcasting time, plate setting, plate sequence, interaction among columns, and puts forward the necessary conditions for multi-point columns to build brand, and introduces a large number of successful column examples to support the theory.In the chapter of brand maintenance, the author introduces the theories of brand science and marketing, and analyzes the factors that should be investigated and analyzed from the aspects of column culture, image positioning, marketing and promotion, audience feedback and so on.The brand extension chapter is to analyze the brand life cycle of the TV people's livelihood news column and the way to realize the second development and sublimation of the column by expounding the "product life cycle theory".
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G222

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