本文關(guān)鍵詞： 湖南衛(wèi)視 娛樂品牌 品牌建設(shè)　出處：《鄭州大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著傳媒競(jìng)爭(zhēng)的加劇,我國的電視媒體被無情的推向了品牌化競(jìng)爭(zhēng)的時(shí)代。品牌對(duì)媒體的發(fā)展越來越具有重要意義。尤其是近年來,各省級(jí)電臺(tái)在央視及境外媒體的強(qiáng)勢(shì)競(jìng)爭(zhēng)下于夾縫中求生,紛紛掀起品牌塑造的高潮,但在品牌建設(shè)中卻面臨種種問題如：相互模仿,定位模糊,缺乏個(gè)性,包裝欠佳等等,從而削弱了媒體的競(jìng)爭(zhēng)力。如何增強(qiáng)電視媒體品牌的競(jìng)爭(zhēng)力,克服同質(zhì)化,凸顯自身特色,成功的建設(shè)電視品牌成為每位電視傳媒人的關(guān)注的焦點(diǎn)。 湖南衛(wèi)視作為品牌建設(shè)中的領(lǐng)軍者,以娛樂為主題,以創(chuàng)新為核心競(jìng)爭(zhēng)力,以快樂為效應(yīng),從常規(guī)娛樂欄目,大型活動(dòng)的策劃,電視劇制作和引進(jìn),到頻道包裝,主持人,品牌的推廣和維護(hù)全方位整合,打造出“中國最具活力的電視娛樂品牌”其出色的品牌經(jīng)營和管理,對(duì)省級(jí)衛(wèi)視的發(fā)展具有借鑒意義。 本文共分為四個(gè)部分。第一部分對(duì)電視品牌內(nèi)涵及特殊性進(jìn)行闡述,并對(duì)湖南衛(wèi)視的品牌發(fā)展歷程進(jìn)行梳理。第二部分對(duì)湖南衛(wèi)視品牌塑造進(jìn)行分析,包括“娛樂品牌”產(chǎn)生的背景,品牌的創(chuàng)新定位,品牌的外在形象,以及對(duì)娛樂欄目,電視劇,大型活動(dòng)等娛樂資源的整合運(yùn)用。第三部分對(duì)湖南衛(wèi)視對(duì)娛樂品牌的維護(hù)與延伸進(jìn)行了闡述。第四部分總結(jié)湖南衛(wèi)視對(duì)省級(jí)衛(wèi)視品牌建設(shè)的啟示：準(zhǔn)確定位,整體運(yùn)作；勇于創(chuàng)新,開拓品牌；加強(qiáng)質(zhì)量管理,實(shí)施精品戰(zhàn)略；簡潔、統(tǒng)一、個(gè)性的CIS形象。
[Abstract]:With the aggravation of the media competition, the TV media in our country have been pushed to the era of brand competition mercilessly. Brand is becoming more and more important to the development of media, especially in recent years. The provincial radio stations survive in the gap under the strong competition of CCTV and foreign media, and one after another set off a climax of brand building. However, in brand construction, they face various problems such as mutual imitation, vague positioning, lack of personality, poor packaging, and so on. How to strengthen the competitiveness of TV media brands, overcome homogeneity, highlight their own characteristics, and successfully build TV brands has become the focus of attention of every TV media. Hunan Satellite TV, as a leader in brand construction, takes entertainment as its theme, innovation as its core competitiveness, and happiness as its effect, from routine entertainment columns, planning of large-scale activities, production and introduction of TV dramas, to channel packaging and anchors. The promotion and maintenance of brands in all directions, to create "the most dynamic Chinese TV entertainment brand" its outstanding brand management and management, the development of provincial satellite TV has reference significance. This paper is divided into four parts. The first part expounds the connotation and particularity of TV brand, and combs the brand development course of Hunan Satellite TV. The second part analyzes the brand shaping of Hunan Satellite TV. Including the background of "entertainment brand", the innovative orientation of the brand, the external image of the brand, as well as the entertainment column, TV series, The third part expounds the maintenance and extension of Hunan Satellite TV to entertainment brand. Part 4th summarizes the inspiration of Hunan Satellite TV to provincial satellite TV brand construction: accurate positioning, overall operation; Courage to innovate, open up brand; strengthen quality management, implement quality strategy; simple, unified, personality CIS image.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G222-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 陳晨;湖南衛(wèi)視翻拍劇的運(yùn)營策略研究[D];上海交通大學(xué);2011年

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本文編號(hào)：1553805