中国电视综艺晚会品牌锻造的策略研究

发布时间：2018-01-14 06:01

本文关键词：中国电视综艺晚会品牌锻造的策略研究　出处：《上海师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 娱乐潮流和娱乐产业的冲击,使得中国传媒业成为高风险及高回报的投资领域。赢得注意力获得高度忠诚度已是媒体成败和收益的关键。电视一直是大众娱乐的重要工具,唯有带来轻松和快感体验的的娱乐才能抓住观众的眼球。在80年代伴随着中国电视而迅猛发展而风光无限的电视综艺晚会这种有着本土文化特点的电视文艺形态在这个娱乐经济时代进入了一个转型阶段,一方面电视综艺晚会因为节目低俗使得晚会的文化含量严重滑坡,另一方面综艺节目的说教和宣传成分过浓而失去观众,电视综艺晚会何去何从,如何在竞争激烈的传媒环境中占领一席之地成为电视综艺晚会面临的急需解决的问题。作者认为解决电视综艺晚会艺术和商业的两难境地最好的办法是致力于电视综艺晚会的品牌构建,这也是电视人在多年电视经营中和整个媒介环境中得出的经验总结,在媒介纷争,风云四起的电视生态环境中,电视综艺晚会的品牌是一种竞争力、吸引力、亲和力和信任度,它能以独特的内容和风格吸引住一定量的观众群,并在长时期内赢得观众的信任,在激烈的媒介市场竞争中占据自己的独特位置。从文化角度看,电视综艺晚会的品牌是电视文化的象征和代表,从市场角度看,它是电视产业的拳头产品;从观众角度说,它是观众心目中值得信赖、能给自己带来较大收益的消费对象。本文主要论述的是电视综艺晚会的品牌锻造方法,除去导言共分四个部分。第一章对电视综艺晚会的发展历程进行了简单的梳理,电视综艺晚会经过了联欢、游戏、歌会、选秀四个阶段,分别以《春节联欢晚会》、《快乐大本营》、《同一首歌》、《超级女声》个案代表。第二章到第五章论述电视综艺晚会品牌锻造的方法,第二章提出电视综艺晚会的品牌锻造的第一步即电视综艺晚会的品牌定位,这里包含两个层面第一是受众心理定位,以受众为中心,进行深入的市场调查,为电视综艺晚会争取到准确的定位,围绕这个定位再以各种手法去创建晚会的内容;第二个层面是广告商的定位,电视综艺晚会在创建之初在没有形成强势品牌之前,应该根据收视群体的定位而进行广告定位,去了解收视群体的喜好、追求而去争取行匹配的广告商。第三章提出电视综艺晚会的品牌核心价值的创建,分三步走:理性价值层、感性价值层、象征性价值层。第四章是电视综艺晚会品牌忠诚度的培养,品牌忠诚度的形成分三个阶段:知情期、接纳期、忠诚期,打造品牌忠诚度抓住两点:品牌内容和品牌创意。第五章讲的是电视综艺晚会的整合营销传播,主要以“超级女声”为例,提出电视综艺晚会的整合营销的办法有三:事件营销、情感营销,媒体间的整合互动。
[Abstract]:The impact of entertainment power flow and entertainment industry has made China media industry a key to high - risk and high - return investment . It has been the key tool for media success and failure . TV has always been an important tool for mass entertainment . It has been the important tool of mass entertainment . It has brought about an easy and pleasant experience of entertainment to catch the attention of the audience . The author thinks that the best way to solve the dilemma of the art and business of TV comprehensive art is to build the brand of TV comprehensive party , which is a kind of competition , appeal , affinity and trust . It can attract the audience ' s trust in the media dispute and the wind cloud . From the perspective of culture , it is the brand of TV industry . From the perspective of the market , it is the fist product of the TV industry . From the view of audience , it is the consumer object which is worth believing in the audience ' s mind and can bring large income to himself . This paper mainly discusses the brand forging method of the TV comprehensive party , and the removal of the introduction is divided into four parts . In the first chapter , the development course of the TV comprehensive art party is simple . The TV comprehensive party passes through the four stages of the festival , the game , the song and the show , and the four stages of the festival , the game , the singer and the selection show are respectively represented by the festival of the Spring Festival gala , the happy big camp , the same song , and the vocal music of the Super Girl . The second chapter introduces the method of the brand forging of the TV comprehensive party , the second chapter puts forward the first step of the brand forging of the TV comprehensive art party , namely , the brand positioning of the TV comprehensive party . The second level is the positioning of the advertiser . The second level is the positioning of the advertiser . The second level is the positioning of the advertiser . Before creating the strong brand , the advertisement positioning should be carried out according to the positioning of the audience group , so as to understand the preference and pursuit of the audience and seek the matching advertisers . The third chapter points out the creation of the core value of the brand of the TV comprehensive party , which is divided into three steps : the rational value layer , the perceptual value layer and the symbolic value layer . The fourth chapter is the cultivation of brand loyalty , and the formation of brand loyalty points into three stages : the knowledge period , the receiving period , the loyalty period , the brand loyalty catching two points : brand content and brand originality . The fifth chapter is about the integrated marketing of the TV comprehensive party , mainly based on the " Super Girl " as an example , and puts forward three methods for the integrated marketing of the TV comprehensive party : event marketing , emotional marketing , and the integration of the media .

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G229.2-F

【引证文献】