湖南卫视综艺节目《我是歌手》的品牌经营研究

发布时间：2019-07-05 12:23

【摘要】：二十世纪末,湖南卫视顺应全国电视综艺节目快速发展的浪潮,把握机遇、勇于创新,打造品牌综艺节目,从众多省级卫视中脱颖而出。而随着互联网与数字媒体技术的迅速发展,许多外国优秀综艺节目涌入国内、其他省级卫视异军突起,湖南卫视不得不谋求新的发展,《我是歌手》正是湖南卫视“求变”过程中一个成功案例。《我是歌手》的品牌营销战略可分为三部分:在品牌定位方面,为区别于同类音乐节目,制定了精英化的节目定位、全龄化的受众定位和高品质的产品定位;在品牌形象塑造方面,通过视觉传达手段提高品牌辨识度、用特色节目赛制构建独特节目模板、用节目文化促进品牌文化的形成;在品牌营销方面,分别打造了新媒体传播渠道和新媒体营销平台。通过完整、全面的品牌营销战略,《我是歌手》的节目品牌深入人心,成为国内一档现象级综艺节目。当然,《我是歌手》在品牌经营上还存在一些问题。第一是节目模式引进与本土文化的冲突,第二是悬念与煽情节目效果的过度化,第三是芒果TV独播增大推广难度,第四是盈利模式为单一的广告收入。解决现存问题,需要有针对性的策略:首先要合理本土化改造,尊重原有节目模式;其次要增加内容密度,弱化艺术加工痕迹;再次,要开发视频终端技术;最后,要注重节目品牌延伸,延长产业链。《我是歌手》给湖南卫视的综艺节目品牌经营以重要启示:品牌的基础是内容,制作者要走本土化与标准化齐头并进、大制作方向转型的道路;在新媒体环境下,品牌的营销要转换思维做全媒体营销;品牌的延伸十分重要,应从媒体内到媒体外打造产业链。
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图片说明：图２－１《我是歌手》第四季ＬＯＧＯ邋
[Abstract]:At the end of the 20th century, Hunan Satellite TV complied with the wave of rapid development of national TV variety programs, seized the opportunity, had the courage to innovate, built brand variety programs, and stood out from many provincial TV stations. With the rapid development of Internet and digital media technology, many excellent variety programs from foreign countries have poured into China, other provincial TV stations have emerged, Hunan Satellite TV has to seek new development. "I am a singer" is a successful case in the process of "seeking change" of Hunan Satellite TV. The brand marketing strategy of "I am a singer" can be divided into three parts: in terms of brand positioning, in order to be different from the same kind of music programs, The program positioning of elite, the orientation of the whole age audience and the positioning of high quality products are worked out. In the aspect of brand image shaping, brand identification is improved by means of visual communication, unique program templates are constructed with characteristic program competition system, and brand culture is used to promote the formation of brand culture. In brand marketing, new media communication channels and new media marketing platforms are created respectively. Through the complete and comprehensive brand marketing strategy, the program brand of "I am a singer" is deeply rooted in the hearts of the people and has become a phenomenon-level variety program in China. Of course, there are still some problems in brand management. The first is the conflict between the introduction of program mode and local culture, the second is the excessive effect of suspense and sensational programs, the third is that mango TV unicast increases the difficulty of promotion, and the fourth is that the profit model is a single advertising revenue. To solve the existing problems, we need targeted strategies: first, we should reasonably localize and reform and respect the original program mode; secondly, we should increase the content density and weaken the traces of artistic processing; thirdly, we should develop video terminal technology; Finally, we should pay attention to the program brand extension, extend the industrial chain. "I am a singer" to Hunan Satellite TV variety program brand management with important enlightenment: the brand is based on content, producers should go hand in hand with localization and standardization, large production direction transformation road; in the new media environment, brand marketing should change thinking to do all-media marketing; brand extension is very important, should build an industrial chain from within the media to outside the media.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222

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