我國電視體育品牌欄目的構(gòu)建
發(fā)布時間：2019-04-07 17:45
【摘要】：當下,中國電視迎來“品牌時代”,然而作為電視大軍中專業(yè)性最強、最富有激情的體育電視隊伍,在踐行品牌之路上卻顯得些許步履蹣跚,呈現(xiàn)出理論匱乏、實踐乏力的困境。據(jù)此,本研究根據(jù)新聞學(xué)、傳播學(xué)、管理學(xué)、營銷學(xué)與體育學(xué)等相關(guān)學(xué)科的理論,采用文獻研究、專家訪談與邏輯分析等方法,對我國電視體育品牌欄目的構(gòu)建進行較為深入的探討。 通過對我國電視體育欄目的現(xiàn)狀與趨勢分析發(fā)現(xiàn),電視體育欄目的類型劃分較多、欄目分布不平衡、有影響的頻道或欄目較少、欄目發(fā)展面臨挑戰(zhàn),實施我國電視體育品牌化不僅必要而且可行。我國電視體育品牌欄目的創(chuàng)建階段包括定位籌劃、形象塑造與傳播運營三個要素。定位籌劃主要指市場定位和內(nèi)容定位。形象塑造主要指CIS系統(tǒng)設(shè)計與主持人培養(yǎng)。傳播運營主要指營銷、公關(guān)與廣告等。我國電視體育品牌欄目的維護階段包括診斷維護和延伸創(chuàng)新等兩個步驟。品牌欄目診斷可以從知名度、美譽度和忠誠度診斷三方面進行。品牌欄目維護可以從“二次定位”與“危機管理”等兩方面入手。品牌延伸的形式分為水平延伸與垂直延伸,其延伸創(chuàng)新的主要舉措有進行準確的延伸定位等四種方式。在上述研究的基礎(chǔ)上,借鑒中國傳統(tǒng)哲學(xué)文化中“陰陽魚”太極圖的精神內(nèi)核,本研究構(gòu)建了打造我國電視體育品牌欄目的C模式(Circle of Branding Construction),該模式的構(gòu)成涵蓋了電視體育品牌欄目創(chuàng)建與維護階段中的定位籌劃、傳播運營、延伸創(chuàng)新、形象塑造和診斷維護等五個要素,較為直觀的體現(xiàn)出各要素的作用位置、運動變化和相互關(guān)系,具有遵循基本規(guī)律、體現(xiàn)文化精神、符合發(fā)展實際等特征。在運用C模式時應(yīng)著重實施電視體育品牌欄目的定位籌劃、傳播運營、延伸創(chuàng)新、形象塑造和診斷維護的相關(guān)策略。本研究的成果,對于完善我國電視體育品牌欄目的構(gòu)建理論以及加速我國電視體育欄目的品牌化進程具有重要的理論價值與現(xiàn)實意義。
[Abstract]:At present, Chinese TV is ushered in the "brand era". However, as the most professional and passionate sports TV team in the TV army, it seems to be a little stumbling in the way of implementing the brand, showing a lack of theory. A dilemma of weakness in practice. Based on the theories of journalism, communication, management, marketing and physical education, this study adopts the methods of literature research, expert interview and logical analysis. To our country television sports brand column construction carries on the more in-depth discussion. Through the analysis of the present situation and trend of TV sports columns in China, it is found that the types of TV sports columns are more divided, the distribution of columns is unbalanced, the influential channels or columns are few, and the development of TV sports columns is facing challenges. It is not only necessary but also feasible to carry out the branding of TV sports in our country. The establishment stage of TV sports brand column in our country includes three elements: orientation planning, image shaping and communication operation. Positioning planning mainly refers to market positioning and content positioning. Image shaping mainly refers to CIS system design and host training. Communication operation mainly refers to marketing, public relations and advertising. The maintenance stage of TV sports brand column in our country includes two steps: diagnosis maintenance and extension innovation. Brand column diagnosis can be carried out from three aspects: popularity, reputation and loyalty. Brand column maintenance can be started from the two aspects of "secondary positioning" and "crisis management". The form of brand extension can be divided into horizontal extension and vertical extension. The main measures of brand extension innovation include accurate extension orientation and so on. On the basis of the above research and the reference of the spiritual core of "Yin-Yang Fish" Taiji chart in Chinese traditional philosophy culture, this study constructs the C-mode (Circle of Branding Construction), to build the TV sports brand column of our country. The composition of this model covers five elements, such as orientation planning, communication and operation, extension and innovation, image shaping and diagnosis and maintenance in the stage of establishing and maintaining TV sports brand columns, which directly reflects the function position of each element. The movement changes and the mutual relations, has the basic law, embodies the cultural spirit, accords with the development reality and so on. When using C mode, we should focus on the strategy of orientation planning, dissemination and operation, extension and innovation, image shaping and diagnosis and maintenance of TV sports brand columns. The results of this study are of great theoretical value and practical significance for perfecting the construction theory of TV sports brand columns and accelerating the branding process of TV sports columns in China.
【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】：2011
【分類號】：G222
本文編號：2454283
[Abstract]:At present, Chinese TV is ushered in the "brand era". However, as the most professional and passionate sports TV team in the TV army, it seems to be a little stumbling in the way of implementing the brand, showing a lack of theory. A dilemma of weakness in practice. Based on the theories of journalism, communication, management, marketing and physical education, this study adopts the methods of literature research, expert interview and logical analysis. To our country television sports brand column construction carries on the more in-depth discussion. Through the analysis of the present situation and trend of TV sports columns in China, it is found that the types of TV sports columns are more divided, the distribution of columns is unbalanced, the influential channels or columns are few, and the development of TV sports columns is facing challenges. It is not only necessary but also feasible to carry out the branding of TV sports in our country. The establishment stage of TV sports brand column in our country includes three elements: orientation planning, image shaping and communication operation. Positioning planning mainly refers to market positioning and content positioning. Image shaping mainly refers to CIS system design and host training. Communication operation mainly refers to marketing, public relations and advertising. The maintenance stage of TV sports brand column in our country includes two steps: diagnosis maintenance and extension innovation. Brand column diagnosis can be carried out from three aspects: popularity, reputation and loyalty. Brand column maintenance can be started from the two aspects of "secondary positioning" and "crisis management". The form of brand extension can be divided into horizontal extension and vertical extension. The main measures of brand extension innovation include accurate extension orientation and so on. On the basis of the above research and the reference of the spiritual core of "Yin-Yang Fish" Taiji chart in Chinese traditional philosophy culture, this study constructs the C-mode (Circle of Branding Construction), to build the TV sports brand column of our country. The composition of this model covers five elements, such as orientation planning, communication and operation, extension and innovation, image shaping and diagnosis and maintenance in the stage of establishing and maintaining TV sports brand columns, which directly reflects the function position of each element. The movement changes and the mutual relations, has the basic law, embodies the cultural spirit, accords with the development reality and so on. When using C mode, we should focus on the strategy of orientation planning, dissemination and operation, extension and innovation, image shaping and diagnosis and maintenance of TV sports brand columns. The results of this study are of great theoretical value and practical significance for perfecting the construction theory of TV sports brand columns and accelerating the branding process of TV sports columns in China.
【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】：2011
【分類號】：G222
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，本文編號：2454283
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