本文關(guān)鍵詞： 節(jié)目主持人 品牌 關(guān)系 形象 營銷 管理 測評 維護(hù)　出處：《華東師范大學(xué)》2008年博士論文　論文類型：學(xué)位論文

【摘要】： 從媒介產(chǎn)業(yè)經(jīng)營的角度來看,節(jié)目主持人是一個市場的概念,而不是一個專業(yè)的概念。以往我們都把節(jié)目主持作為一種專業(yè),從專業(yè)技能的角度對節(jié)目主持人進(jìn)行考察和分析,這是主持人誕生二十幾年來,節(jié)目主持人研究所走的一條路。而事實上,作為電視傳媒界面存在的節(jié)目主持人,其關(guān)鍵的職能是提高媒介界面的友好性,也就是提高傳媒界面的粘合力。隨著傳媒體制改革的不斷深入、傳媒市場化的不斷推進(jìn),傳媒競爭的日益激烈。在實踐中,要實現(xiàn)這一目的的核心手段就是要打造節(jié)目主持人品牌。 本文從主持人市場角色的確認(rèn)、主持人品牌的界定、主持人品牌的構(gòu)建基礎(chǔ)、主持人品牌的營銷、主持人品牌的管理系統(tǒng)、主持人品牌的價值測評、主持人品牌的維護(hù)以及危機管理等幾個方面,初步構(gòu)建了一個主持人品牌的運營系統(tǒng)。 在緒論部分,從電視文化產(chǎn)業(yè)的角度對主持人的角色進(jìn)行再觀照,明確提出電視節(jié)目主持人是電視文化產(chǎn)業(yè)的產(chǎn)業(yè)工人、電視產(chǎn)業(yè)的產(chǎn)品、電視產(chǎn)業(yè)品牌的重要組成部分。并在此基礎(chǔ)上,對電視節(jié)目主持人品牌的概念、特征等進(jìn)行了界定和分析。這些都是本文論述的基礎(chǔ)。闡述了主持人品牌研究的目的和意義,對國內(nèi)外有關(guān)主持人品牌研究的文獻(xiàn)進(jìn)行梳理,對本文可能的創(chuàng)新進(jìn)行了分析。 第一章對主持人與受眾的關(guān)系——這一主持品牌建構(gòu)的基礎(chǔ)進(jìn)行了系統(tǒng)的分析研究。提出主持人品牌的構(gòu)建基礎(chǔ)是傳受關(guān)系。而這種關(guān)系的核心就是受眾對節(jié)目主持人的信任感,這種信任感發(fā)展到一定的程度就形成品牌忠誠。對于新聞類節(jié)目主持人來說,表現(xiàn)為主持人成為意見領(lǐng)袖,而品牌忠誠發(fā)展到極致,特別是對于文藝類等其他類型主持人來說則表現(xiàn)為明星崇拜。 第二章對構(gòu)建主持人品牌的核心——主持人的個性形象進(jìn)行了分析和研究。品牌的最基本的功能就是用來區(qū)分產(chǎn)品的,就是避免節(jié)目同質(zhì)化和不可拷貝的核心元素。主持人品牌表現(xiàn)的核心就是深入人心的個性形象。本章試圖從內(nèi)在和外在兩個方面對主持人品牌的個性形象進(jìn)行分析和把握。 第三章對主持人品牌如何進(jìn)行營銷做了系統(tǒng)的分析。從營銷策略的選擇,營銷的各個階段,選擇切入市場的關(guān)鍵點,營銷的目標(biāo)以及在營銷過程中容易陷入的誤區(qū)等個方面進(jìn)行了分析和研究。 第四章對主持人品牌的管理系統(tǒng)進(jìn)行了分析。根據(jù)目前傳媒機構(gòu)的體制問題,提出了要有專業(yè)化的管理團(tuán)隊來專門對主持人品牌進(jìn)行運營管理,這不屬于傳統(tǒng)的業(yè)務(wù)部門,而是介于人力資源管理和市場營銷之間的復(fù)合職能部門。本章結(jié)合上海文廣新聞傳媒集團(tuán)的實例對管理模式以及人力資源支持系統(tǒng)進(jìn)行了闡述。 第五章對于主持人品牌價值的測評進(jìn)行了分析。實現(xiàn)主持人品牌價值最大化無疑是主持人品牌構(gòu)建的最終目的,而科學(xué)的測評則是重要的衡量標(biāo)尺。對主持人品牌資產(chǎn),主持人品牌資產(chǎn)評估的意義以及主持人資產(chǎn)評估的方法等方面進(jìn)行了分析。 第六章對如何維持主持人品牌的生命力以及主持人品牌會遇到的危機以及危機管理進(jìn)行了分析。首先,對主持人品牌的發(fā)展模式、品牌的生命周期進(jìn)行了分析,其次,對主持人品牌如何維持生命力避免衰落的因素和方法,包括主持人品牌的轉(zhuǎn)行和復(fù)出進(jìn)行了闡述,最后,分析了主持人品牌可能出現(xiàn)的危機以及如何應(yīng)對危機進(jìn)行了論述。 在結(jié)語中,對本文的主要觀點進(jìn)行總結(jié),提出傳媒機構(gòu)打造主持人品牌的應(yīng)對策略,即要認(rèn)清一個本質(zhì),處理好三個關(guān)系,確立五種理念。 本論文的創(chuàng)新之處主要在以下三個方面: 1、主持人品牌研究為節(jié)目主持人研究開拓了新的視野,是主持人研究范式的創(chuàng)新。 2、把主持人納入廣播電視管理學(xué)和營銷學(xué)的領(lǐng)域,將主持人作為廣播電視媒體重要品牌和資產(chǎn)來研究,為媒介管理學(xué)以及主持人研究提供了新的研究視角,開創(chuàng)了主持人研究新的領(lǐng)域。 3、節(jié)目主持人品牌研究是一個新穎的領(lǐng)域,涉及多門學(xué)科的交叉融合,架構(gòu)起一個相對完整的研究體系其困難無疑是巨大的。但這也恰恰是本文的創(chuàng)新之處,也是本文的主要價值所在。論文初步形成主持人品牌研究的基本理論框架。這不僅為主持的職業(yè)發(fā)展具有方向性的指導(dǎo)意義和實踐價值,同時也對傳媒企業(yè)的管理、營銷,推動傳媒產(chǎn)業(yè)的發(fā)展具有借鑒價值。
[Abstract]:From the perspective of media industry management, the host is a concept of the market, rather than a professional concept. We used to take host as a profession, to explore and analyze the host from the professional perspective, this is the host of the birth of two ten years, a host of go. But in fact, as the existing TV media interface program host, its key function is to improve the media friendly interface, it is to improve the media's cohesive force. With the deepening of the reform of the media system, the media market continues to advance, the increasingly fierce competition in the media. In practice, to the core means for this purpose is to build host brand.
The confirmation from the host market role, define the host brand, build brand host, host brand marketing and management system of the host, the host brand value evaluation, several aspects of the host brand maintenance and crisis management, construct a host operating system brand.
In the introduction part, then to observe the host's role from TV cultural industry perspective, clearly put forward the TV host's TV culture industry workers, TV industry products, an important part of the brand of TV industry. And on this basis, the concept of brand TV presenter, features are defined and analyzed. These are the foundation of this paper. Describes the purpose and significance of the research of the brand, to the domestic and foreign related host brand research literatures, the innovations of this dissertation can be analyzed.
The first chapter is about the relationship between the host and audience of the brand construction of host is studied. The host brand building is based on the relationship between communicator and core. This relationship is the audience to host a sense of trust, this kind of trust development to a certain extent on the formation of brand loyalty to news. Show host, show host become opinion leaders, and brand loyalty development to the extreme, especially for the art of other types of hosts is shown as the star worship.
The second chapter on the construction of the core brand personality -- host host image are analyzed and studied. The basic function of a brand is used to distinguish the products, is to avoid the homogenization and the program can not be copied. The core elements of the core host brand is the performance of people's personality image. This chapter tries to analyze and grasp the the host brand image from two aspects of internal and external.
The third chapter makes a systematic analysis of how the host brand conducts marketing. From the choice of marketing strategy, the different stages of marketing, the key points to cut into the market, the goals of marketing and the misunderstandings which are easy to fall into the marketing process are analyzed and studied.
The fourth chapter of the host brand management system are analyzed. According to the current system problems of media organizations, put forward to have a professional management team to the host brand operation and management, it does not belong to the traditional business, but between human resource management and marketing of the composite functions. This chapter with examples Shanghai media group of management and human resources support system are described.
The fifth chapter is the analysis for the evaluation of the host brand value. To achieve the host brand value maximization is the ultimate objective host brand construction, and scientific evaluation is an important measure of the scale. The host brand assets, analyzes the significance of brand equity evaluation host and host asset evaluation methods.
The sixth chapter analyzes how to maintain the vitality of the brand and the host host brand will encounter crisis and crisis management. Firstly, the development model of the brand, the brand's life cycle are analyzed. Secondly, the host brand how to maintain life force to avoid fading factors and methods, including the host brand switch and a comeback the paper, finally, analyzes the possible host brand crisis and how to deal with the crisis are discussed.
In the conclusion, we summarize the main points of this paper, and put forward the coping strategy of the media organization to create the host brand, that is, we must recognize the essence and deal with the three relationships and establish five concepts.
The innovation of this paper is mainly in the following three aspects:
1, the research of host brand has opened up a new vision for the research of the host of the program, and is the innovation of the research paradigm of the host.
2, put the host in the field of radio and television management and marketing, study the host as an important brand and assets of radio and television media, and provide a new perspective for the research of media management and anchorperson, and create a new field for the host.
3, study on the host brand is a new field, involved in cross discipline integration, establish a relatively complete system of the difficulty is enormous. But this is also the innovation of this paper, the main value is the basic theoretical framework of this thesis. The preliminary form of host brand this not only has direction for the development of the auspices of the occupation guidance and practical value, but also for media management, marketing, and promote the development of media industry has the reference value.

【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2008
【分類號】：G222.2

【引證文獻(xiàn)】

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相關(guān)博士學(xué)位論文 前2條

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2 張曼締;中國電視節(jié)目主持風(fēng)格的演進(jìn)與創(chuàng)新[D];暨南大學(xué);2012年

相關(guān)碩士學(xué)位論文 前6條

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2 王延華;電視綜藝節(jié)目主持人品牌塑造研究[D];西北師范大學(xué);2010年

3 甘波;浙江衛(wèi)視中國藍(lán)品牌SWOT分析與建設(shè)策略研究[D];西北師范大學(xué);2011年

4 張新剛;電視節(jié)目主持人策劃與地方電視媒體競爭力研究[D];東北師范大學(xué);2011年

5 唐帥華;境外電視節(jié)目主持人管理模式探析[D];鄭州大學(xué);2010年

6 楊黎;中國電視綜藝節(jié)目主持群現(xiàn)象研究[D];湖南大學(xué);2012年

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本文編號：1469148