本文選題：電視媒體　切入點(diǎn)：品牌建設(shè)　出處：《山東大學(xué)》2009年碩士論文

【摘要】： 隨著我國電視收視市場化的逐步深入,電視媒體市場的競爭加劇,構(gòu)建電視媒體品牌日趨受到重視。 本文對已有的電視媒體品牌的研究做了綜述,總結(jié)了前人對于電視媒體品牌建設(shè)的相關(guān)理論。首先闡明了品牌的定義以及品牌對于消費(fèi)的影響力。所謂電視頻道品牌就是指受眾在消費(fèi)電視頻道提供的節(jié)目時(shí)對電視頻道所留于內(nèi)心的整體印象構(gòu)成的印記,并進(jìn)一步對電視頻道品牌的特征、核心概念、相關(guān)的幾個(gè)認(rèn)識(shí)誤區(qū)等問題做了必要的闡述。通過典型案例,對電視頻道品牌戰(zhàn)略的必要性、運(yùn)作內(nèi)容、戰(zhàn)略定位、具體實(shí)施等方面進(jìn)行了詳細(xì)論述。 借鑒CI理論我們得出,電視頻道包裝實(shí)際是打造電視頻道識(shí)別系統(tǒng)(Television Identity System,簡稱TIS)。具體說來,TIS由三部分組成,即理念識(shí)別系統(tǒng)(Mind Identity System簡稱MIS)、行為識(shí)別(Behavior IdentitySystem簡稱BIS)和視覺識(shí)別系統(tǒng)(Visual Identity System簡稱VIS)。電視頻道包裝是要解決頻道的理念包裝、行為包裝和外在形象包裝。具體闡述了TIS理論概念、原則；從實(shí)際操作角度闡釋了理念包裝和行為包裝的概念和實(shí)現(xiàn)方法。 本文以山東電視影視頻道整體包裝為實(shí)例,對電視頻道整體形象設(shè)計(jì)的原則和內(nèi)容進(jìn)行了詳細(xì)闡述,涵蓋了目前電視包裝的各個(gè)層面。從在播包裝(on air)和離播包裝(off air)兩個(gè)方面,重點(diǎn)闡述了電視頻道整體形象設(shè)計(jì)的實(shí)施和應(yīng)用。從“美觀設(shè)計(jì)”和“有效包裝”的視角出發(fā),對電視頻道的整體包裝設(shè)計(jì)展開了新的探索與聯(lián)想。 本課題立足于山東電視影視頻道包裝的成功案例,配合大量圖片,從理論層面和實(shí)際操作層面,對電視頻道品牌包裝的理念、策略、設(shè)計(jì)、營銷進(jìn)行細(xì)致梳理和論述,是對電視包裝系統(tǒng)、全面、深入研究的成果。以期為中國媒體迎接國際傳媒挑戰(zhàn)探索生存發(fā)展之路及我國媒體品牌建構(gòu)理論研究拋磚引玉。
[Abstract]:With the gradual deepening of TV viewing marketization in China, the competition of TV media market intensifies, and the construction of TV media brand is paid more and more attention. In this paper, the existing research on TV media brands is reviewed. Firstly, the definition of brand and the influence of brand on consumption are expounded. The so-called TV channel brand refers to the program provided by consumer TV channel. The imprint of the overall impression of the television channel, Furthermore, it makes a necessary exposition on the characteristics, core concepts and some related misunderstandings of TV channel brand. Through typical cases, the necessity, operation content and strategic orientation of TV channel brand strategy are discussed. The concrete implementation and other aspects are discussed in detail. Referring to CI theory, we draw a conclusion that the reality of TV channel packaging is to create a television channel identification system called Television Identity system. Specifically, Tis is composed of three parts. It is called mind Identity System, Behavior IdentitySystem and Visual Identity System. TV channel packaging is to solve the problem of channel concept packaging, behavior packaging and external image packaging. This paper expounds the concept of TIS theory. This paper explains the concept and realization of concept packaging and behavioral packaging from the point of view of practical operation. Taking the whole package of Shandong TV channel as an example, this paper expounds in detail the principles and contents of the overall image design of the TV channel. It covers all aspects of TV packaging at present. From the two aspects of live packaging and off-air packaging, this paper focuses on the implementation and application of the overall image design of TV channels, starting from the perspectives of "aesthetic design" and "effective packaging". The whole package design of TV channel has launched new exploration and association. This subject is based on the successful cases of Shandong TV channel packaging, with a large number of pictures, from the theoretical and practical aspects, the concept, strategy, design and marketing of TV channel brand packaging are carefully combed and discussed. It is the result of comprehensive and in-depth research on the TV packaging system. It is expected to offer a reference for the Chinese media to meet the challenge of international media to explore the way of survival and development and the theoretical study of media brand construction in China.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G229.27

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 楊振宇;IMC理論視野下的電視頻道品牌推廣淺析[D];廣西大學(xué);2008年

2 楊盛楨;湖南衛(wèi)視品牌策略研究[D];中南大學(xué);2008年

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本文編號(hào)：1656135