本文選題：電視新聞深度報(bào)道 + 品牌��； 參考：《湖南大學(xué)》2009年碩士論文

【摘要】： 電視深度報(bào)道由于選題富有宏大的社會(huì)意義與現(xiàn)實(shí)意義,敘述帶有強(qiáng)烈的故事性和沖突性,從而成為各大電視臺(tái)的拳頭產(chǎn)品,是增強(qiáng)媒體競爭力,擴(kuò)大社會(huì)影響,吸引受眾的強(qiáng)有力手段。目前理論界對(duì)電視深度報(bào)道的研究缺乏基于宏觀戰(zhàn)略管理的前瞻性、深刻性與系統(tǒng)性。本文旨在以品牌戰(zhàn)略和營銷戰(zhàn)略作為指導(dǎo)思想,把受眾意識(shí)、市場意識(shí)、定位手法、品牌個(gè)性、品牌價(jià)值延伸、品牌公關(guān)、采制流程等元素融匯成一個(gè)整體戰(zhàn)略體系來探討和闡釋如何打造電視深度報(bào)道品牌節(jié)目。 本文認(rèn)為,要構(gòu)建電視深度報(bào)道品牌節(jié)目,首先要對(duì)電視深度報(bào)道本身的特質(zhì)有鮮明的認(rèn)知與把握——選題應(yīng)新鮮而重大、節(jié)目定位應(yīng)精準(zhǔn)而高端,再適時(shí)對(duì)選題策劃進(jìn)行科學(xué)合理的評(píng)估,并配以行之有效的標(biāo)準(zhǔn)化運(yùn)作模式,方是打造電視深度報(bào)道品牌節(jié)目的根本出路。 本文分析了電視深度報(bào)道品牌節(jié)目的構(gòu)成要素;闡釋了如何將各要素有機(jī)整合來達(dá)到創(chuàng)建電視深度報(bào)道品牌節(jié)目所需的手段,并探討了電視深度報(bào)道品牌節(jié)目的發(fā)展戰(zhàn)略和營銷戰(zhàn)略。 最后,在規(guī)范研究的基礎(chǔ)上,采用個(gè)案研究的實(shí)證研究方法,選取中央電視臺(tái)新聞?lì)l道的《共同關(guān)注》作為研究對(duì)象,基于本文第四章中的中國電視深度報(bào)道品牌節(jié)目構(gòu)建體系,結(jié)合品牌營銷戰(zhàn)略來進(jìn)行剖析,并對(duì)《共同關(guān)注》節(jié)目的品牌發(fā)展戰(zhàn)略提出相應(yīng)的建議與對(duì)策。
[Abstract]:Because of the great social and realistic significance of selecting the topic, the narration has strong story and conflict, thus becoming the leading product of the major TV stations, it is to enhance the competitiveness of the media and expand the social influence. A powerful means of attracting an audience. At present, the research on TV in-depth report lacks the foresight, profundity and systematicness based on macroscopic strategic management. The purpose of this paper is to take brand strategy and marketing strategy as the guiding ideology, to put audience awareness, market awareness, positioning techniques, brand personality, brand value extension, brand public relations, This paper discusses and explains how to build the TV in-depth report brand program by integrating the elements such as the process of acquisition and production into a whole strategic system. In this paper, the author thinks that in order to construct the brand program of TV in-depth report, first of all, we should have a clear understanding and grasp of the characteristics of the television in-depth report itself-the topic should be fresh and important, the program orientation should be accurate and high-end. Then the scientific and reasonable evaluation of the topic selection plan and the effective standardized operation mode are the basic way to build the TV in-depth report brand program. This paper analyzes the constituent elements of TV in-depth reporting brand programs, explains how to integrate the elements to achieve the necessary means of creating TV in-depth reporting brand programs. The development strategy and marketing strategy of TV in-depth report brand program are also discussed. Finally, on the basis of normative research, the empirical research method of case study is adopted, and the common concern of CCTV news channel is selected as the research object. Based on the construction system of China TV in-depth report brand program in the fourth chapter, this paper analyzes the brand marketing strategy, and puts forward the corresponding suggestions and countermeasures to the brand development strategy of "Common concern" program.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G222

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本文編號(hào)：1902996