我国电视体育品牌栏目的构建

发布时间：2019-04-07 17:45

【摘要】：当下,中国电视迎来“品牌时代”,然而作为电视大军中专业性最强、最富有激情的体育电视队伍,在践行品牌之路上却显得些许步履蹒跚,呈现出理论匮乏、实践乏力的困境。据此,本研究根据新闻学、传播学、管理学、营销学与体育学等相关学科的理论,采用文献研究、专家访谈与逻辑分析等方法,对我国电视体育品牌栏目的构建进行较为深入的探讨。通过对我国电视体育栏目的现状与趋势分析发现,电视体育栏目的类型划分较多、栏目分布不平衡、有影响的频道或栏目较少、栏目发展面临挑战,实施我国电视体育品牌化不仅必要而且可行。我国电视体育品牌栏目的创建阶段包括定位筹划、形象塑造与传播运营三个要素。定位筹划主要指市场定位和内容定位。形象塑造主要指CIS系统设计与主持人培养。传播运营主要指营销、公关与广告等。我国电视体育品牌栏目的维护阶段包括诊断维护和延伸创新等两个步骤。品牌栏目诊断可以从知名度、美誉度和忠诚度诊断三方面进行。品牌栏目维护可以从“二次定位”与“危机管理”等两方面入手。品牌延伸的形式分为水平延伸与垂直延伸,其延伸创新的主要举措有进行准确的延伸定位等四种方式。在上述研究的基础上,借鉴中国传统哲学文化中“阴阳鱼”太极图的精神内核,本研究构建了打造我国电视体育品牌栏目的C模式(Circle of Branding Construction),该模式的构成涵盖了电视体育品牌栏目创建与维护阶段中的定位筹划、传播运营、延伸创新、形象塑造和诊断维护等五个要素,较为直观的体现出各要素的作用位置、运动变化和相互关系,具有遵循基本规律、体现文化精神、符合发展实际等特征。在运用C模式时应着重实施电视体育品牌栏目的定位筹划、传播运营、延伸创新、形象塑造和诊断维护的相关策略。本研究的成果,对于完善我国电视体育品牌栏目的构建理论以及加速我国电视体育栏目的品牌化进程具有重要的理论价值与现实意义。
[Abstract]:At present, Chinese TV is ushered in the "brand era". However, as the most professional and passionate sports TV team in the TV army, it seems to be a little stumbling in the way of implementing the brand, showing a lack of theory. A dilemma of weakness in practice. Based on the theories of journalism, communication, management, marketing and physical education, this study adopts the methods of literature research, expert interview and logical analysis. To our country television sports brand column construction carries on the more in-depth discussion. Through the analysis of the present situation and trend of TV sports columns in China, it is found that the types of TV sports columns are more divided, the distribution of columns is unbalanced, the influential channels or columns are few, and the development of TV sports columns is facing challenges. It is not only necessary but also feasible to carry out the branding of TV sports in our country. The establishment stage of TV sports brand column in our country includes three elements: orientation planning, image shaping and communication operation. Positioning planning mainly refers to market positioning and content positioning. Image shaping mainly refers to CIS system design and host training. Communication operation mainly refers to marketing, public relations and advertising. The maintenance stage of TV sports brand column in our country includes two steps: diagnosis maintenance and extension innovation. Brand column diagnosis can be carried out from three aspects: popularity, reputation and loyalty. Brand column maintenance can be started from the two aspects of "secondary positioning" and "crisis management". The form of brand extension can be divided into horizontal extension and vertical extension. The main measures of brand extension innovation include accurate extension orientation and so on. On the basis of the above research and the reference of the spiritual core of "Yin-Yang Fish" Taiji chart in Chinese traditional philosophy culture, this study constructs the C-mode (Circle of Branding Construction), to build the TV sports brand column of our country. The composition of this model covers five elements, such as orientation planning, communication and operation, extension and innovation, image shaping and diagnosis and maintenance in the stage of establishing and maintaining TV sports brand columns, which directly reflects the function position of each element. The movement changes and the mutual relations, has the basic law, embodies the cultural spirit, accords with the development reality and so on. When using C mode, we should focus on the strategy of orientation planning, dissemination and operation, extension and innovation, image shaping and diagnosis and maintenance of TV sports brand columns. The results of this study are of great theoretical value and practical significance for perfecting the construction theory of TV sports brand columns and accelerating the branding process of TV sports columns in China.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G222

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