本文關(guān)鍵詞： 電視真人秀 品牌管理 成功因素 提升途徑　出處：《山東大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：作為近幾年一直活躍在國(guó)內(nèi)電視熒屏上的節(jié)目形態(tài)之一,真人秀節(jié)目經(jīng)過(guò)了十幾年地發(fā)展,逐漸為國(guó)內(nèi)觀眾所熟知,并最終成為一種較為成熟的節(jié)目形式,創(chuàng)造了一個(gè)又一個(gè)的收視熱潮。但是在見證其輝煌的同時(shí),我們也看到目前國(guó)內(nèi)的真人秀節(jié)目水平參差不齊,存在著一系列的問題。因此,如何使國(guó)內(nèi)真人秀節(jié)目整體水平得到進(jìn)一步地提升,從而更具競(jìng)爭(zhēng)力是廣大電視人必須面對(duì)的研究課題。本文從國(guó)內(nèi)真人秀節(jié)目的品牌管理、成功案例分析以及提出解決問題的途徑這三個(gè)方面對(duì)這個(gè)課題進(jìn)行了深入的探討。 論文主體分為四個(gè)部分。第一部分,電視真人秀節(jié)目概述。對(duì)電視真人秀節(jié)目的概念作了界定。分析了電視真人秀節(jié)目所包含的基本節(jié)目元素,以及所具有的形態(tài)特征。從全球范圍內(nèi)對(duì)電視真人秀的發(fā)展歷程做了簡(jiǎn)單回顧,重點(diǎn)闡述了國(guó)內(nèi)真人秀節(jié)目的產(chǎn)生發(fā)展以及其興起的原因。第二部分以整合營(yíng)銷傳播理論為依據(jù),闡述了我國(guó)真人秀節(jié)目制作及播出機(jī)構(gòu)應(yīng)該如何對(duì)節(jié)目品牌進(jìn)行管理。筆者把電視真人秀節(jié)目的品牌管理分為品牌的定位、品牌的構(gòu)建、品牌的宣傳推廣、品牌的維護(hù)、品牌的延伸五個(gè)階段并依次對(duì)這五個(gè)階段做了詳細(xì)的分析。第三部分選擇了最近幾年國(guó)內(nèi)真人秀節(jié)目中較為成功的兩個(gè)作為案例,重點(diǎn)分析了這兩個(gè)節(jié)目成功的要素和創(chuàng)新的地方,以期能為國(guó)內(nèi)真人秀節(jié)目質(zhì)量提升提供可借鑒之處。第四部分就目前我國(guó)電視真人秀節(jié)目中存在的普遍性問題做了分析,并從政府管理、行業(yè)自律、善于創(chuàng)新、本土化、版權(quán)保護(hù)、評(píng)估標(biāo)準(zhǔn)和人才培養(yǎng)這七個(gè)方面提出了解決問題的方法。
[Abstract]:As one of the program forms that has been active on the domestic TV screen in recent years, reality TV programs have been developed for more than ten years, and gradually become familiar to the domestic audience, and finally become a more mature program form. Has created one after another of the audience boom. But while witnessing its glory, we also see the current domestic reality TV show level is uneven, there are a series of problems. How to improve the overall level of domestic reality TV shows and make them more competitive is a research topic that the majority of TV people must face. This paper starts with the brand management of domestic reality shows. The successful case analysis and the ways to solve the problem are discussed in depth. The main body of the thesis is divided into four parts. The first part is an overview of reality TV programs. The concept of reality TV shows is defined. The basic program elements of TV reality shows are analyzed. From the global perspective, the development of reality TV shows is briefly reviewed. The second part is based on the theory of integrated marketing communication. This paper expounds how the production and broadcasting organization of reality TV show in our country should manage the brand of the program. The author divides the brand management of the TV reality show into the orientation of the brand, the construction of the brand, the promotion and promotion of the brand, the maintenance of the brand. The five stages of brand extension are analyzed in detail. In the third part, two successful domestic reality TV shows are selected as case studies. This paper focuses on the analysis of the successful elements and innovations of these two programs in order to provide some references for the quality improvement of domestic reality shows. Part 4th analyzes the common problems existing in the reality TV shows in our country at present. The solutions are put forward from seven aspects: government management, industry self-discipline, innovation, localization, copyright protection, evaluation criteria and talent training.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G222.3

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本文編號(hào)：1535497