本文選題：情感類電視節(jié)目 + 品牌　； 參考：《鄭州大學(xué)》2009年碩士論文

【摘要】：“情感”是人類生活中不可或缺的一種精神構(gòu)成。作為最能反映現(xiàn)實(shí)生活,也最容易重構(gòu)電視生活的大眾媒體,電視從來就不乏對(duì)“情感”的關(guān)照。自20世紀(jì)90年代初,以《百姓生活》為代表的關(guān)注百姓生活情感和以《藝術(shù)人生》為代表的關(guān)注名人生活情感的節(jié)目登陸熒屏以來,我國(guó)的情感類電視節(jié)目已經(jīng)走過了從名人到百姓,從個(gè)人情感到社會(huì)大義的多個(gè)發(fā)展階段,擁有了多種表現(xiàn)形式和節(jié)目形態(tài),為央視、江蘇衛(wèi)視等媒體單位賺足了眼球并取得了良好的經(jīng)濟(jì)效益。進(jìn)入90年代,市場(chǎng)經(jīng)濟(jì)的浪潮也一樣波及到了電視媒體領(lǐng)域。從節(jié)目制作到主持人運(yùn)作再到品牌延伸,無形中實(shí)現(xiàn)了電視節(jié)目的品牌化經(jīng)營(yíng)。然而,電視節(jié)目的品牌化經(jīng)營(yíng)又絕非一朝一夕的事情,它需要嚴(yán)格的遵循科學(xué)規(guī)律和市場(chǎng)規(guī)律進(jìn)行運(yùn)作。 首先,本文從情感類電視節(jié)目在國(guó)內(nèi)目前的發(fā)展現(xiàn)狀入手,著重分析國(guó)內(nèi)電視產(chǎn)業(yè)電視節(jié)目目前面臨的競(jìng)爭(zhēng)格局,情感類電視節(jié)目的界定和分類以及情感類電視節(jié)目目前的市場(chǎng)現(xiàn)狀這三方面內(nèi)容,力求在總體上對(duì)情感類電視節(jié)目的定義、分類及現(xiàn)狀有一個(gè)大致的了解并充分認(rèn)識(shí)到品牌化經(jīng)營(yíng)的重要性和必要性。 其次,從品牌化經(jīng)營(yíng)的第一步——品牌創(chuàng)建開始講起,結(jié)合電視節(jié)目是一種精神產(chǎn)品和信息產(chǎn)品的特點(diǎn),運(yùn)用CI戰(zhàn)略、定位理論和品牌認(rèn)知理論對(duì)如何開展情感類電視節(jié)目的品牌創(chuàng)建進(jìn)行深入剖析。 再次,從如何通過傳播學(xué)的培養(yǎng)理論和管理學(xué)的品牌忠誠(chéng)理論培養(yǎng)受眾忠誠(chéng)度到如何通過多種營(yíng)銷手段實(shí)現(xiàn)情感類電視節(jié)目品牌價(jià)值提升,探討情感類電視節(jié)目如何在運(yùn)營(yíng)過程中做好品牌維護(hù),凸顯品牌效應(yīng)。 與此同時(shí),情感類電視節(jié)目不僅要作為一種電視節(jié)目的形態(tài)存在,還應(yīng)在節(jié)目的品牌延伸上做足文章。這一章節(jié)從收視提升、產(chǎn)品銷售、媒介合作及價(jià)值提升這四個(gè)方面就情感類電視節(jié)目的品牌提升提出品牌延伸的方向和途徑。 最后,在對(duì)目前情感類電視節(jié)目在發(fā)展過程中出現(xiàn)的一系列的問題提出質(zhì)疑和批評(píng)的同時(shí),分析問題產(chǎn)生的原因,并就如何更好的實(shí)現(xiàn)情感類電視節(jié)目的質(zhì)量提高和品牌價(jià)值提升提出合理化的意見和建議。
[Abstract]:Emotion is an indispensable spiritual component in human life.As the best reflection of real life and the easiest to reconstruct TV life, TV has always cared for "emotion".Since the beginning of the 1990s, programs with "people's Life" as their representative and "Art Life" as their representatives have appeared on the screen.The emotional TV programs in our country have gone through many stages of development from celebrities to people, from personal feelings to social justice, with various forms of expression and program forms, for CCTV.Jiangsu Satellite TV and other media units earned enough eyeballs and achieved good economic benefits.Enter 90 s, the tide of market economy also affected television media domain similarly.From program production to host operation to brand extension, the brand management of TV programs is realized invisibly.However, the brand management of TV programs is not overnight, it needs to strictly follow the scientific law and market law to operate.First of all, this paper starts with the current development of emotional TV programs in China, focusing on the analysis of the domestic television industry TV programs are currently facing the competition pattern.The definition and classification of affective TV programs and the current market situation of affective TV programs, in order to define affective TV programs as a whole,Classification and current situation have a general understanding and fully understand the importance and necessity of brand management.Secondly, starting from the first step of brand management-brand building, and combining the characteristics of TV programs as a spiritual product and information product, we should use CI strategy.Positioning theory and brand cognition theory deeply analyze how to establish the brand of affective TV programs.Thirdly, from how to cultivate audience loyalty through communication theory and management brand loyalty theory to how to achieve emotional TV program brand value through a variety of marketing means.This paper discusses how to maintain the brand and highlight the brand effect in the process of operation of affective TV programs.At the same time, emotional TV programs should not only exist as a form of TV programs, but also do enough articles on the brand extension of programs.This chapter puts forward the direction and approach of brand extension of emotional TV programs from four aspects: TV viewing promotion, product sales, media cooperation and value enhancement.Finally, while questioning and criticizing a series of problems in the development of emotional TV programs, we analyze the causes of the problems.And how to better achieve the emotional TV program quality and brand value to improve the rationalization of the advice and suggestions.
【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

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