發(fā)布時(shí)間：2018-01-14 06:01

  本文關(guān)鍵詞：中國電視綜藝晚會(huì)品牌鍛造的策略研究　出處：《上海師范大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 品牌 品牌定位 品牌核心價(jià)值 品牌忠誠度 整合營銷傳播

【摘要】： 娛樂潮流和娛樂產(chǎn)業(yè)的沖擊,使得中國傳媒業(yè)成為高風(fēng)險(xiǎn)及高回報(bào)的投資領(lǐng)域。贏得注意力獲得高度忠誠度已是媒體成敗和收益的關(guān)鍵。電視一直是大眾娛樂的重要工具,唯有帶來輕松和快感體驗(yàn)的的娛樂才能抓住觀眾的眼球。在80年代伴隨著中國電視而迅猛發(fā)展而風(fēng)光無限的電視綜藝晚會(huì)這種有著本土文化特點(diǎn)的電視文藝形態(tài)在這個(gè)娛樂經(jīng)濟(jì)時(shí)代進(jìn)入了一個(gè)轉(zhuǎn)型階段,一方面電視綜藝晚會(huì)因?yàn)楣?jié)目低俗使得晚會(huì)的文化含量嚴(yán)重滑坡,另一方面綜藝節(jié)目的說教和宣傳成分過濃而失去觀眾,電視綜藝晚會(huì)何去何從,如何在競爭激烈的傳媒環(huán)境中占領(lǐng)一席之地成為電視綜藝晚會(huì)面臨的急需解決的問題。 作者認(rèn)為解決電視綜藝晚會(huì)藝術(shù)和商業(yè)的兩難境地最好的辦法是致力于電視綜藝晚會(huì)的品牌構(gòu)建,這也是電視人在多年電視經(jīng)營中和整個(gè)媒介環(huán)境中得出的經(jīng)驗(yàn)總結(jié),在媒介紛爭,風(fēng)云四起的電視生態(tài)環(huán)境中,電視綜藝晚會(huì)的品牌是一種競爭力、吸引力、親和力和信任度,它能以獨(dú)特的內(nèi)容和風(fēng)格吸引住一定量的觀眾群,并在長時(shí)期內(nèi)贏得觀眾的信任,在激烈的媒介市場競爭中占據(jù)自己的獨(dú)特位置。從文化角度看,電視綜藝晚會(huì)的品牌是電視文化的象征和代表,從市場角度看,它是電視產(chǎn)業(yè)的拳頭產(chǎn)品;從觀眾角度說,它是觀眾心目中值得信賴、能給自己帶來較大收益的消費(fèi)對象。 本文主要論述的是電視綜藝晚會(huì)的品牌鍛造方法,除去導(dǎo)言共分四個(gè)部分。 第一章對電視綜藝晚會(huì)的發(fā)展歷程進(jìn)行了簡單的梳理,電視綜藝晚會(huì)經(jīng)過了聯(lián)歡、游戲、歌會(huì)、選秀四個(gè)階段,分別以《春節(jié)聯(lián)歡晚會(huì)》、《快樂大本營》、《同一首歌》、《超級(jí)女聲》個(gè)案代表。 第二章到第五章論述電視綜藝晚會(huì)品牌鍛造的方法,第二章提出電視綜藝晚會(huì)的品牌鍛造的第一步即電視綜藝晚會(huì)的品牌定位,這里包含兩個(gè)層面第一是受眾心理定位,以受眾為中心,進(jìn)行深入的市場調(diào)查,為電視綜藝晚會(huì)爭取到準(zhǔn)確的定位,圍繞這個(gè)定位再以各種手法去創(chuàng)建晚會(huì)的內(nèi)容;第二個(gè)層面是廣告商的定位,電視綜藝晚會(huì)在創(chuàng)建之初在沒有形成強(qiáng)勢品牌之前,應(yīng)該根據(jù)收視群體的定位而進(jìn)行廣告定位,去了解收視群體的喜好、追求而去爭取行匹配的廣告商。 第三章提出電視綜藝晚會(huì)的品牌核心價(jià)值的創(chuàng)建,分三步走:理性價(jià)值層、感性價(jià)值層、象征性價(jià)值層。 第四章是電視綜藝晚會(huì)品牌忠誠度的培養(yǎng),品牌忠誠度的形成分三個(gè)階段:知情期、接納期、忠誠期,打造品牌忠誠度抓住兩點(diǎn):品牌內(nèi)容和品牌創(chuàng)意。 第五章講的是電視綜藝晚會(huì)的整合營銷傳播,主要以“超級(jí)女聲”為例,提出電視綜藝晚會(huì)的整合營銷的辦法有三:事件營銷、情感營銷,媒體間的整合互動(dòng)。
[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 .

【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：G229.2-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 王磊卿;中國電視晚會(huì)品牌創(chuàng)新策略研究[D];復(fù)旦大學(xué);2010年

2 徐晏;國內(nèi)綜藝演出舞臺(tái)視覺傳達(dá)致效因素研究[D];河南大學(xué);2012年

3 樊智慧;中美電視綜藝晚會(huì)比較研究[D];湖南大學(xué);2012年

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本文編號(hào)：1422297