本文選題：電視民生新聞 + 品牌打造��； 參考：《山東師范大學(xué)》2014年碩士論文

【摘要】：中國電視民生新聞欄目從發(fā)展到壯大已經(jīng)走過了十一個年頭，學(xué)界和業(yè)界對電視民生新聞欄目的研究從概念的爭執(zhí)、界定到內(nèi)容的發(fā)展創(chuàng)新再到前景的展望，已經(jīng)形成了一套較為全面的框架系統(tǒng)，并為其發(fā)展指引了可行性高、科學(xué)性強的道路。大批民生新聞欄目如江蘇電視臺《南京零距離》、湖北電視臺的《經(jīng)視直播》、山東電視臺《拉呱》、武漢電視臺的《百姓連線》等迅速發(fā)展。隨著各個地市欄目數(shù)量的激增和樣式的泛濫，在大浪淘沙中保留下來的欄目，必定需要有其不可替代的優(yōu)勢才能在良莠不齊中脫穎而出，這種優(yōu)勢外化成可被借鑒的因素就是品牌的打造。 市場中已經(jīng)出現(xiàn)了一批品牌響亮的民生新聞欄目，然而無論從品牌的打造還是到品牌的維護(hù)都處于較初級階段，有突出的環(huán)節(jié)性品牌，但缺少系統(tǒng)的品牌戰(zhàn)略。因此，本文采用理論研究和案例分析相結(jié)合的研究方法，通過成功案例及失敗案例的對比分析，使理論觀點更明晰，并利用文獻(xiàn)分析法、個案分析法、數(shù)據(jù)分析法、比較研究等研究方法，較為系統(tǒng)的闡釋了打造電視民生新聞欄目品牌的思路和方法，研究民生新聞欄目品牌應(yīng)必備的的素質(zhì)，并引用不同省市優(yōu)秀的欄目實例加以論證。筆者通過兩大部分，四個章節(jié)提出了自己的觀點。 第一部分主要概述了民生新聞欄目的發(fā)展現(xiàn)狀，對欄目概念的爭議進(jìn)行了分析和整理，，從政治經(jīng)濟(jì)、電視改革、頻道間競爭等多方面闡述了電視民生新聞欄目產(chǎn)生、發(fā)展的原因，并概述了現(xiàn)狀中的一些諸如同質(zhì)化選題、拍攝手法粗糙、刻意報道負(fù)面新聞等問題，隨后引入了品牌學(xué)概念，通過分析品牌學(xué)相關(guān)理論提出了打造品牌對電視民生新聞欄目的意義。 第二部分由三個章節(jié)組成，通過對成功經(jīng)驗的分析和提煉，提出了電視民生新聞欄目品牌打造、品牌維護(hù)、品牌延伸的方法。其中，品牌打造章節(jié)中，筆者重點從欄目的內(nèi)容本體構(gòu)建和編排形式兩方面入手，本體構(gòu)建中具體闡述了選題的時效性、報道的深度性、欄目宗旨、敘事模式、記者職業(yè)素養(yǎng)、主持人“代言”作用以及語言選擇方面的把握。提升編排水平中具體闡述了播出時間、板塊設(shè)置、板塊順序、欄目間互動方面的把握，提出了多點欄目打造品牌應(yīng)必備的條件，并引入大量成功的欄目范例，使理論有所支撐。品牌維護(hù)章節(jié)中，筆者引入品牌學(xué)、營銷學(xué)相關(guān)理論，分別從欄目文化、形象定位、營銷與推廣、受眾反饋等方面分析了影響品牌長久發(fā)展應(yīng)該考察和分析的要素。品牌延伸章節(jié)是通過闡述“產(chǎn)品生命周期理論”來分析電視民生新聞欄目品牌的生命周期及實現(xiàn)欄目二次發(fā)展和升華的途徑。
[Abstract]:It has been 11 years since the development and expansion of China's TV people's livelihood news columns. Academic circles and the industry have studied the programs of television people's livelihood news from the controversy of concept, to the definition of content development and innovation, and to the prospect of the future.Has formed a set of relatively comprehensive frame system, and has pointed out the feasible and scientific way for its development.A large number of news programs on people's livelihood, such as Jiangsu TV Station "Nanjing Zero distance", Hubei TV Station "Live through TV", Shandong TV Station "La Geng", Wuhan TV Station "connecting the people", and so on, have developed rapidly.With the rapid increase in the number of columns and the proliferation of styles in various cities and cities, the columns that have been preserved in the dalangtao sand must have their irreplaceable advantages in order to stand out among the good and the bad.The factor that this advantage externalizes can be used for reference is brand building.There have been a number of famous news columns of people's livelihood in the market, however, both the brand building and the brand maintenance are in the primary stage, there are outstanding links brand, but the lack of a systematic brand strategy.Therefore, this paper adopts the research method of combining theoretical research and case analysis, through the comparative analysis of successful cases and failure cases, makes the theoretical views clearer, and uses the literature analysis method, the case analysis method, the data analysis method, the literature analysis method, the case analysis method, the data analysis method,Comparative study and other research methods, this paper systematically explains the ideas and methods of building the brand of TV people's livelihood news column, studies the necessary quality of the brand of people's livelihood news column, and cites the excellent column examples from different provinces and cities to prove it.The author puts forward his own viewpoint through two parts and four chapters.The first part mainly summarizes the development of the people's livelihood news column, analyzes and arranges the controversy of the column concept, and expounds the emergence of the television people's livelihood news column from the political economy, the television reform, the competition among the channels and so on.The reasons for the development and some problems in the current situation such as homogenization of topic selection, rough shooting techniques, deliberate negative news reporting, etc., were then introduced into the concept of branding.By analyzing the related theories of brand science, this paper puts forward the significance of building brand to the TV news program of people's livelihood.The second part is composed of three chapters. By analyzing and refining the successful experience, the author puts forward the methods of brand building, brand maintenance and brand extension.In the chapter of brand building, the author starts with the content ontology construction and the arrangement form of the column. In the ontology construction, it elaborates the timeliness of the selected topic, the depth of the report, the purpose of the column, the narrative mode, the professional accomplishment of the reporter.The role of the host in endorsing and the grasp of language choice.In order to improve the arrangement level, the author expounds the grasp of broadcasting time, plate setting, plate sequence, interaction among columns, and puts forward the necessary conditions for multi-point columns to build brand, and introduces a large number of successful column examples to support the theory.In the chapter of brand maintenance, the author introduces the theories of brand science and marketing, and analyzes the factors that should be investigated and analyzed from the aspects of column culture, image positioning, marketing and promotion, audience feedback and so on.The brand extension chapter is to analyze the brand life cycle of the TV people's livelihood news column and the way to realize the second development and sublimation of the column by expounding the "product life cycle theory".
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G222

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