【摘要】： 進入二十一世紀(jì),人們對新聞資訊的需求越來越高,“新聞立臺”逐漸成為全國眾多地方電視臺的一項發(fā)展戰(zhàn)略。與此同時,我國電視媒介市場經(jīng)濟體制的進一步完善和發(fā)展,也促使新聞節(jié)目之間由內(nèi)容競爭轉(zhuǎn)向品牌競爭。優(yōu)秀的電視新聞節(jié)目品牌成為電視媒體增強實力以保持長久發(fā)展的重要無形資產(chǎn),而驅(qū)動這種資產(chǎn)擴展的關(guān)鍵因素就是電視新聞節(jié)目品牌形象。然而當(dāng)前對于電視新聞節(jié)目品牌形象及其構(gòu)成要素的研究還相當(dāng)缺乏,對其測量方法也一直存在很大分歧,沒有形成相對統(tǒng)一的認識。 本文認為,電視新聞節(jié)目品牌形象就是電視受眾基于對某一電視新聞節(jié)目的收視經(jīng)驗,對該節(jié)目品牌的外顯性表現(xiàn)元素和內(nèi)隱性支撐元素產(chǎn)生一定程度的認識和理解,進而形成某種信任與依賴,最終在思想和情感上形成對該節(jié)目品牌的總體感知和評價。 本研究以探討不同的電視受眾對遼寧衛(wèi)視《大海熱線》節(jié)目品牌形象的評價為目的,在借鑒國內(nèi)外相關(guān)研究資料的基礎(chǔ)上,采用自編的《“大海熱線”節(jié)目品牌形象調(diào)查問卷》,分別對沈陽市市內(nèi)五區(qū)的552名受眾進行了調(diào)查。通過抽樣調(diào)查,基本掌握了《大海熱線》節(jié)目品牌形象現(xiàn)狀。在此基礎(chǔ)上,結(jié)合本研究的理論假設(shè),建立了電視新聞節(jié)目品牌形象結(jié)構(gòu)模型,以及對如何進一步提升《大海熱線》節(jié)目品牌形象提出了若干建議。 研究結(jié)果表明: (1)電視新聞節(jié)目品牌形象是一個多成分系統(tǒng),主要包括外顯形象和內(nèi)隱形象兩大層面,具體分為標(biāo)識系統(tǒng)、功能效果、品牌文化和品牌關(guān)系四個維度。 (2)本研究自編的《“大海熱線”節(jié)目品牌形象調(diào)查問卷》具有可以接受的信度和效度,可以作為調(diào)查電視新聞節(jié)目品牌形象狀況的測量工具的參考。 (3)《大海熱線》節(jié)目品牌形象現(xiàn)狀是:受眾對《大海熱線》節(jié)目品牌的整體形象給予了“中上”的評價。但是,不同的電視受眾對于《大海熱線》節(jié)目品牌形象的評價存在顯著性差異。在“標(biāo)識系統(tǒng)”維度上,被試在年齡、職業(yè)上存在顯著差異:在“功能效果”上,被試在文化程度和收視情況上存在顯著差異;在“品牌文化”維度上,被試在文化程度、收視情況上存在顯著差異;在“品牌關(guān)系”維度,被試在年齡、文化程度、職業(yè)、收視情況上都存在顯著差異。 (4)本文最后部分探討了電視新聞節(jié)目品牌形象結(jié)構(gòu)模型的建立,并結(jié)合前面的調(diào)查結(jié)果,對進一步完善《大海熱線》節(jié)目品牌形象提出針對性策略和建議。 本研究的創(chuàng)新點在于首次從形象學(xué)的角度對電視新聞節(jié)目品牌形象做出界定,并通過在沈陽地區(qū)對《大海熱線》節(jié)目品牌形象的調(diào)查和結(jié)果分析,對電視新聞節(jié)目品牌形象的結(jié)構(gòu)進行理性探索,豐富了品牌形象的研究領(lǐng)域。這些研究對我國電視新聞節(jié)目打造、提升、維護自己的品牌形象具有一定的借鑒意義。
[Abstract]:In the 21 ~ (th) century, people's demand for news information is more and more high, and "news station" has gradually become a development strategy of many local TV stations in China. At the same time, the further improvement and development of the market economy system of TV media in our country also promote the change from content competition to brand competition among news programs. Excellent TV news program brand has become an important intangible asset for TV media to enhance its strength to maintain long-term development. The key factor driving this kind of asset expansion is the brand image of TV news program. However, the current research on the brand image of TV news programs and its constituent elements is still quite lacking, and there have been great differences in the measurement methods of TV news programs, which have not formed a relatively unified understanding. This paper holds that the brand image of TV news program is a kind of understanding and understanding to a certain extent by the audience based on the viewing experience of a certain television news program and the explicit and implicit supporting elements of the program brand. Then a certain trust and dependence is formed, and finally the overall perception and evaluation of the program brand is formed in thought and emotion. The purpose of this study is to explore the evaluation of the brand image of Liaoning Satellite TV's "Sea Hotline" program by different TV audiences, on the basis of drawing lessons from relevant research materials at home and abroad. In this paper, 552 audiences in five districts of Shenyang City were investigated by the questionnaire of brand image of "Sea Hotline" program. Through the sampling survey, the basic grasp of the "Sea Hotline" program brand image status. On this basis, combined with the theoretical assumptions of this study, this paper establishes the brand image structure model of TV news programs, and puts forward some suggestions on how to further improve the brand image of the "Sea Hotline" program. The results show that: (1) the brand image of TV news programs is a multi-component system, which mainly includes explicit image and implicit image. Brand culture and brand relationship are four dimensions. (2) the questionnaire of brand image of "Sea Hotline" has acceptable reliability and validity, which can be used as a reference for measuring the status of brand image of TV news programs. (3) the present situation of the brand image of the "Sea Hotline" is that the audience gives the "middle and upper" evaluation to the overall image of the program brand. However, there are significant differences in the evaluation of brand image among different TV audiences. In the dimension of "identification system", there are significant differences in age and occupation, and in "functional effect", there are significant differences in education level and viewing situation. In the dimension of "brand culture", there are significant differences in the cultural level and the viewing situation, and in the dimension of "brand relationship", there are significant differences in age, education level, occupation and viewing situation. (4) in the last part of this paper, the author discusses the establishment of the brand image structure model of TV news programs, and puts forward some targeted strategies and suggestions to further improve the brand image of the "Sea Hotline" program based on the previous investigation results. The innovation of this study is to define the brand image of TV news programs from the perspective of imageology for the first time, and through the investigation and analysis of the brand image of the "Sea Hotline" program in Shenyang area, The rational exploration of the structure of brand image of TV news programs enriches the research field of brand image. These studies have certain reference significance to our country TV news program creation, promotion, maintains own brand image.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G222.3

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