本文選題：電視民生新聞 + 品牌經(jīng)營��； 參考：《西南政法大學(xué)》2009年碩士論文

【摘要】： 自2002年江蘇電視臺《南京零接觸》開播以來,全國各地迅速掀起一股“民生新聞潮”。然而,經(jīng)過7年的市場競爭,仍然能在本地領(lǐng)先收視率的電視民生新聞欄目卻寥寥無幾,有的甚至走到了瀕臨消亡的邊緣。電視民生新聞欄目作為電視時政新聞的補充,報道形式較之報紙、廣播更鮮活,較之網(wǎng)絡(luò)、手機更權(quán)威、嚴(yán)肅,在地方的新聞報道中,電視民生新聞欄目有著不可或缺的價值。 電視民生新聞欄目發(fā)展的7年時間,正處于電視媒體開始重視品牌經(jīng)營的階段。因此,大部分電視民生新聞欄目的經(jīng)營者都較為注意營造自身良好的品牌形象,并通過各種途徑進(jìn)行推廣,同時還以科學(xué)手段進(jìn)行品牌認(rèn)知的調(diào)查研究。在實踐中,許多電視民生新聞欄目對品牌經(jīng)營進(jìn)行了有益嘗試,并形成了一批有代表性的品牌電視民生新聞欄目。雖然電視民生新聞欄目的品牌經(jīng)營在實踐方面有了一些成功的例子,但總體來說,仍然可以看到電視民生新聞欄目的品牌經(jīng)營還處在初始階段,至今沒有一個電視民生新聞欄目擁有完整的品牌戰(zhàn)略體系,而僅僅是在某一個環(huán)節(jié)做得比較出色。另外,因為我國整個傳媒產(chǎn)業(yè)的品牌經(jīng)營都還處于初級階段,電視民生新聞欄目品牌經(jīng)營的不成熟受環(huán)境的影響甚深。 本文試圖從品牌經(jīng)營的角度對電視民生新聞欄目進(jìn)行詳細(xì)的分析,找出電視民生新聞欄目進(jìn)一步發(fā)展的經(jīng)營模式。依托重慶電視臺提供的研究環(huán)境,作者深入考察《天天630》的品牌經(jīng)營模式與效果,探索電視民生新聞欄目的品牌經(jīng)營之道。同時,本文結(jié)合對個案的研究,提出競爭發(fā)展戰(zhàn)略,實現(xiàn)對未來電視民生新聞欄目品牌經(jīng)營趨勢的考察、研究和發(fā)現(xiàn)。
[Abstract]:Since the opening of Jiangsu TV station "Nanjing zero contact" in 2002, a "news tide of people's livelihood" has been set off in all parts of the country. However, after 7 years of market competition, there are few television news columns in the local leading ratings, some even on the verge of extinction. The supplement of political news, the form of the report is more vivid than the newspaper, the radio is more lively, the network, the mobile phone is more authoritative and serious. In the local news reports, the TV news program of the people's livelihood has an indispensable value.
The 7 year development of TV livelihood news column is in the stage of brand management in TV media. Therefore, most of the operators of TV news programs have paid more attention to creating their own good brand image and popularizing them through various ways. In practice, many TV people's livelihood news columns have made a useful attempt on brand management, and formed a number of representative brand TV news columns. Although the brand management of TV livelihood news column has some successful examples in practice, the brand management of TV livelihood news column can still be seen on the whole. Still in the initial stage, there is not a TV livelihood news column with a complete brand strategy system, but only in a certain link to do well. In addition, because the brand management of the whole media industry in our country is still in the primary stage, the immaturity of the TV livelihood news hurdles brand management is deeply affected by the environment.
This article tries to make a detailed analysis of the TV livelihood news column from the perspective of brand management to find out the business model for the further development of the TV livelihood news column. Relying on the research environment provided by Chongqing television station, the author deeply investigates the brand management mode and effect of "630>", and explores the brand management of the TV livelihood news column. At the same time, combined with the case study, this paper puts forward the strategy of competition development to realize the investigation, research and discovery of the brand operation trend of the future TV news column.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：G229.2-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 余藝;媒介生態(tài)學(xué)視域下電視民生新聞欄目的類型分化研究[D];華中師范大學(xué);2012年

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本文編號：1950393