從CCTV-7《致富經(jīng)》看涉農(nóng)欄目的品牌傳播研究
發(fā)布時間：2018-12-18 18:23
【摘要】：新媒體蓬勃發(fā)展的現(xiàn)狀下,電視產(chǎn)業(yè)中的涉農(nóng)欄目卻被都市文化邊緣化,呈現(xiàn)出不景氣的局面。報道總量偏少、缺少名牌欄目、覆蓋率不夠、三農(nóng)信息不能滿足受眾的需求是目前涉農(nóng)欄目的問題所在。涉農(nóng)題材日新月異,意義更是歷久彌新,其品牌傳播策略研究具有重要的價值和現(xiàn)實(shí)意義。涉農(nóng)欄目的品牌傳播作為電視產(chǎn)業(yè)的利基市場,已經(jīng)受到了電視傳媒的關(guān)注和重視：受眾定位開始轉(zhuǎn)型服務(wù)城鄉(xiāng)一體,內(nèi)容定位上保留本土化并用差異化策略來適應(yīng)新時代的品牌競爭。CCTV-7《致富經(jīng)》作為全國覆蓋最廣的農(nóng)業(yè)節(jié)目,依托母體頻道的品牌效應(yīng),積極應(yīng)用新媒體技術(shù)：對新時代的農(nóng)業(yè)節(jié)目受眾重新進(jìn)行考量并且細(xì)分市場；從受眾的真實(shí)需求出發(fā)生產(chǎn)致富內(nèi)容；品牌定位精準(zhǔn)；用活動營銷、衍生產(chǎn)品和樹立業(yè)界權(quán)威形象來進(jìn)行品牌推廣,’不僅是涉農(nóng)類品牌欄目,也彰顯了其高度的社會責(zé)任感�！吨赂唤�(jīng)》品牌傳播的優(yōu)缺點(diǎn)是并存的：線上傳播內(nèi)容單一、微博、微信等新媒體傳播功能挖掘不深。針對《致富經(jīng)》優(yōu)缺點(diǎn)提出的優(yōu)化策略是：提高新媒體傳播能力,對微博、微信等進(jìn)行深度挖掘,創(chuàng)造個性的用戶體驗(yàn)；擴(kuò)大選題領(lǐng)域,升級目標(biāo)受眾覆蓋面。針對涉農(nóng)欄目的現(xiàn)狀和《致富經(jīng)》的經(jīng)驗(yàn)及不足,本文提出涉農(nóng)欄目品牌傳播優(yōu)化設(shè)計的思路：首先要立足內(nèi)容為王的根本,在受眾心目中建立一個良好的品牌形象,即切實(shí)服務(wù)“三農(nóng)”—以滿足受眾的真實(shí)需求建立品牌形象。其次是要培養(yǎng)欄目在受眾心中的品牌依賴感,這是在建立好品牌形象之后必須要穩(wěn)固的措施,即加強(qiáng)信息互動—以信息交流平臺培養(yǎng)品牌依賴感。最后是要維護(hù)和推廣欄目的美譽(yù)度,即強(qiáng)化社會責(zé)任—用公益營銷和衍生產(chǎn)品推廣品牌美譽(yù)度。
[Abstract]:With the booming development of new media, the agriculture-related columns in TV industry are marginalized by urban culture and present a depressed situation. The problem of agricultural columns is that the total amount of reports is small, the lack of famous columns, the coverage rate is not enough, and the information on agriculture, rural areas and farmers can not meet the needs of the audience. The theme of agriculture is changing with each passing day, and the significance is very old. The study of brand communication strategy is of great value and practical significance. As a niche market of the television industry, brand communication of agriculture-related columns has attracted the attention and attention of the television media: the audience orientation has begun to transform and serve the urban and rural areas as a whole. Content localization and differentiation strategy to adapt to the brand competition in the new era. CCTV-7, as the most widely covered agricultural program in the country, relies on the brand effect of the mother channel. Active application of new media technology: reconsidering the audience of agricultural programs in the new era and segmenting the market; Starting from the real needs of the audience to produce rich content, accurate brand positioning; Use activity marketing, derivative products and establish an authoritative image of the industry to promote the brand,'is not only an agricultural brand column, It also shows its high social responsibility. The advantages and disadvantages of brand communication coexist: the content of online communication is single, Weibo, WeChat and other new media communication function mining is not deep. Aiming at the merits and demerits of "getting rich", the optimization strategies are as follows: to improve the ability of new media communication, to dig into Weibo and WeChat in depth, to create individual user experience, to expand the field of topic selection and to upgrade the coverage of the target audience. In view of the current situation of the column concerned with agriculture and the experience and deficiency of "getting rich", this paper puts forward the idea of optimizing the design of brand communication for the column concerned with agriculture: first of all, we should establish a good brand image in the eyes of the audience based on the root of the content. That is to effectively serve the "three rural"-to meet the real needs of the audience to establish a brand image. Secondly, it is necessary to cultivate the brand dependence of the column in the audience, which is a firm measure after the establishment of the brand image, that is, to strengthen the information interaction-to cultivate the brand dependence on the information exchange platform. Finally, it is necessary to maintain and promote the reputation of the column, that is, to strengthen social responsibility-to promote brand reputation with public welfare marketing and derivative products.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G222
本文編號：2386296
[Abstract]:With the booming development of new media, the agriculture-related columns in TV industry are marginalized by urban culture and present a depressed situation. The problem of agricultural columns is that the total amount of reports is small, the lack of famous columns, the coverage rate is not enough, and the information on agriculture, rural areas and farmers can not meet the needs of the audience. The theme of agriculture is changing with each passing day, and the significance is very old. The study of brand communication strategy is of great value and practical significance. As a niche market of the television industry, brand communication of agriculture-related columns has attracted the attention and attention of the television media: the audience orientation has begun to transform and serve the urban and rural areas as a whole. Content localization and differentiation strategy to adapt to the brand competition in the new era. CCTV-7, as the most widely covered agricultural program in the country, relies on the brand effect of the mother channel. Active application of new media technology: reconsidering the audience of agricultural programs in the new era and segmenting the market; Starting from the real needs of the audience to produce rich content, accurate brand positioning; Use activity marketing, derivative products and establish an authoritative image of the industry to promote the brand,'is not only an agricultural brand column, It also shows its high social responsibility. The advantages and disadvantages of brand communication coexist: the content of online communication is single, Weibo, WeChat and other new media communication function mining is not deep. Aiming at the merits and demerits of "getting rich", the optimization strategies are as follows: to improve the ability of new media communication, to dig into Weibo and WeChat in depth, to create individual user experience, to expand the field of topic selection and to upgrade the coverage of the target audience. In view of the current situation of the column concerned with agriculture and the experience and deficiency of "getting rich", this paper puts forward the idea of optimizing the design of brand communication for the column concerned with agriculture: first of all, we should establish a good brand image in the eyes of the audience based on the root of the content. That is to effectively serve the "three rural"-to meet the real needs of the audience to establish a brand image. Secondly, it is necessary to cultivate the brand dependence of the column in the audience, which is a firm measure after the establishment of the brand image, that is, to strengthen the information interaction-to cultivate the brand dependence on the information exchange platform. Finally, it is necessary to maintain and promote the reputation of the column, that is, to strengthen social responsibility-to promote brand reputation with public welfare marketing and derivative products.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G222
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 楊濤;;新媒體時代電視傳媒的品牌打造[J];科技傳播;2013年08期
2 馮克;;目標(biāo)受眾的衍變與傳播策略——以《致富經(jīng)》欄目的實(shí)踐為例[J];中國廣播電視學(xué)刊;2012年11期
3 柳朝霞;;對農(nóng)電視欄目如何辦到農(nóng)民心坎上[J];青年記者;2012年30期
4 馬雅虹;;對農(nóng)電視紀(jì)實(shí)欄目影像策略與創(chuàng)新——以中央電視臺《致富經(jīng)》為例[J];當(dāng)代傳播;2012年04期
5 宋紅巖;;農(nóng)民工新媒介參與和利益表達(dá)調(diào)研與分析[J];中國廣播電視學(xué)刊;2012年06期
6 武文斌;;走“品牌化”道路——電視節(jié)目的經(jīng)營策略[J];價值工程;2012年14期
7 沈桐;;電視節(jié)目包裝對電視欄目品牌產(chǎn)生的影響[J];大舞臺;2012年04期
8 周濤;;電視新聞欄目品牌化經(jīng)營探略[J];新聞傳播;2012年03期
9 李永波;;新媒體對電視的影響[J];中國傳媒科技;2012年02期
10 李瀟;余晴;;電視品牌欄目創(chuàng)新之我見[J];媒體時代;2011年10期
，本文編號：2386296
本文鏈接：http://sikaile.net/guanlilunwen/yingxiaoguanlilunwen/2386296.html
最近更新
教材專著
