本文關(guān)鍵詞：佛山電視臺品牌建設(shè)策略研究，由筆耕文化傳播整理發(fā)布。

【摘要】：近年來,我國各級電視臺經(jīng)常面臨著本身觀念陳舊、機(jī)制僵化等體制上的問題。此外,在宏觀經(jīng)濟(jì)下行的背景下,節(jié)目制作模式雷同、節(jié)目高度同質(zhì)化,新舊媒體混合競爭等新的挑戰(zhàn),使得生存形勢日益嚴(yán)峻。地級市電視臺由于其覆蓋地域的局限性、相應(yīng)的受眾與客戶間邏輯關(guān)系的不協(xié)調(diào)性等特殊“體質(zhì)”,生存狀況更為艱難。與此同時,事實證明,品牌建設(shè)對各級電視媒體均具有極其重要的意義,中央電視臺、鳳凰衛(wèi)視、湖南衛(wèi)視等電視媒體的成功案例,對地級市電視臺走品牌化道路擴(kuò)大生存發(fā)展空間有著正面積極的借鑒作用。本文以佛山電視臺為案例進(jìn)行研究,通過分析其品牌形象建設(shè)方面存在問題,探索其品牌建設(shè)的策略,著重關(guān)注新媒體時代,佛山電視臺利用新媒體助力整合營銷,實現(xiàn)品牌建設(shè)的可行做法。本文主體結(jié)構(gòu)共分為六部分。第一部分為引言,主要介紹選題背景、研究目的、意義、研究的方法和文章的層次邏輯關(guān)系。第二部分為文獻(xiàn)綜述,概括本文使用的基本概念和相關(guān)的文獻(xiàn)研究結(jié)果。第三部分為案例描述,主要介紹佛山電視臺發(fā)展歷史、品牌建設(shè)歷程、品牌形象和品牌建設(shè)存在問題。第四部分為案例分析,主要從我國地級市電視臺生存發(fā)展現(xiàn)狀、佛山電視臺目標(biāo)受眾和競爭進(jìn)行分析。第五部分是基本建議,根據(jù)前述分析提出對佛山電視臺品牌定位和打造強(qiáng)勢品牌形象的營銷傳播策略。第六部分是結(jié)論和啟示。本文認(rèn)為,基于顧客的品牌資產(chǎn)理論,對佛山電視臺強(qiáng)勢公司品牌形象的打造奠定了理論的基礎(chǔ)。佛山電視臺可從六個方面努力來建立強(qiáng)勢公司品牌,而新媒體可以助力電視媒體的整合營銷。
【關(guān)鍵詞】：地級市電視臺 品牌資產(chǎn) 品牌定位 品牌形象 新媒體
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：G229.27-F
【目錄】：

• ACKNOWLEDGEMENT4-6
• ABSTRACT6-7
• 摘要7-8
• LIST OF ABBREVIATIONS8-17
• Chapter I Introduction17-20
• 1.1 Research Backgrounds17-18
• 1.2 Research Objectives18-19
• 1.3 Significance of the Research19
• 1.4 Research Methods19
• 1.5 Main Contents and Logic Structure19-20
• Chapter II Literature Review20-24
• 2.1 Customer-based Brand Equity Theory20-21
• 2.2 Brand Positioning and Marketing Strategy21-22
• 2.3 Brand Strategy of Mass Media22
• 2.4 Influence of New Media Tools on Traditional Media22-24
• Chapter III Case Description24-40
• 3.1 General Introduction to FSTV24-34
• 3.1.1 Historical Development Stages24-26
• 3.1.2 Major Channels, Columns and Projects26-31
• 3.1.3 Host Team of FSTV31-33
• 3.1.4 Documentary Studio of FSTV33-34
• 3.2. Brand Image Building Process of FSTV34-37
• 3.2.1 Initial Stage of FSTV Brand Building34-35
• 3.2.2 Awakening Stage of FSTV Brand building35-36
• 3.2.3 Rapid Development Stage of FSTV Brand Building36-37
• 3.3 Problems of the Brand Building of FSTV37-40
• 3.3.1 Adverse Effects after Integration37
• 3.3.2 Cognitive Bias and Lack of Overall Thinking37-38
• 3.3.3 Insufficient Emphasis on Brand Positioning38
• 3.3.4 Old-Fashioned Modes and Channels of Brand Promotion38-40
• Chapter IV Case Analysis40-56
• 4.1 The Status Quo of China’s Prefecture-level TV Stations40-44
• 4.1.1 Dilemmas Facing China’s Prefecture-level TV Stations40-41
• 4.1.2 Competitive Landscape of Prefecture-level TV Stations41-43
• 4.1.3 Profit-generating Conditions of Prefecture-level TV Stations43-44
• 4.2 Analysis of Target Groups of FSTV (Audiences)44-45
• 4.3 Analysis of Competition of FSTV45-48
• 4.3.1 Competition with TV Stations at Other Levels45-47
• 4.3.2 Competition against Other Local Media47-48
• 4.3.3 Competition against New Media48
• 4.4 Evaluations of Brand Image of FSTV48-53
• 4.4.1 Brand Awareness of FSTV49-51
• 4.4.2 Social Image of FSTV51
• 4.4.3 Brand Loyalty of FSTV51-52
• 4.4.4 FSTV’s Self-assessment on Its Brand Image52-53
• 4.5 Analysis on Brand Positioning of FSTV53-56
• 4.5.1 Highlight Down-to-Earth Local Culture53
• 4.5.2 Promote Public Service and Undertake Social Responsibilities53
• 4.5.3 Build a Bridge to Deliver the Voice of the Party and Government53-54
• 4.5.4 A Media Platform for Promoting Brands54-55
• 4.5.5 Innovate the Platform and Build Omnimedia55-56
• Chapter V Suggestions56-66
• 5.1 Foster Brand Awareness of the Staff56
• 5.2 Dynamic Brand Positioning of the FSTV56-58
• 5.3 Build an Authoritative and Responsible Image58-59
• 5.4 Establish Comprehensive System59-60
• 5.5 Highlight Distinctive Projects60-64
• 5.5.1 Foshan 50-KM Hiking61-62
• 5.5.2 Miss Zhujiang Pageant and Environmental Protection Tour62-64
• 5.6 Build the Image of Broadcasters, Hosts and Hostesses Elaborately64
• 5.7 Make Use of New Media to Strengthen Brand Image64-66
• Chapter VI Conclusions and Enlightenments66-69
• 6.1 Main Conclusions of the Thesis66-67
• 6.2 Management Enlightenments67
• 6.3 Deficiencies and Future Research Directions of the Thesis67-69
• Reference69-71
• Appendix71-75

  本文關(guān)鍵詞：佛山電視臺品牌建設(shè)策略研究，，由筆耕文化傳播整理發(fā)布。

本文編號：252221