湖南衛(wèi)視綜藝節(jié)目《我是歌手》的品牌經(jīng)營研究
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圖片說明:圖2-1《我是歌手》第四季LOGO邋
[Abstract]:At the end of the 20th century, Hunan Satellite TV complied with the wave of rapid development of national TV variety programs, seized the opportunity, had the courage to innovate, built brand variety programs, and stood out from many provincial TV stations. With the rapid development of Internet and digital media technology, many excellent variety programs from foreign countries have poured into China, other provincial TV stations have emerged, Hunan Satellite TV has to seek new development. "I am a singer" is a successful case in the process of "seeking change" of Hunan Satellite TV. The brand marketing strategy of "I am a singer" can be divided into three parts: in terms of brand positioning, in order to be different from the same kind of music programs, The program positioning of elite, the orientation of the whole age audience and the positioning of high quality products are worked out. In the aspect of brand image shaping, brand identification is improved by means of visual communication, unique program templates are constructed with characteristic program competition system, and brand culture is used to promote the formation of brand culture. In brand marketing, new media communication channels and new media marketing platforms are created respectively. Through the complete and comprehensive brand marketing strategy, the program brand of "I am a singer" is deeply rooted in the hearts of the people and has become a phenomenon-level variety program in China. Of course, there are still some problems in brand management. The first is the conflict between the introduction of program mode and local culture, the second is the excessive effect of suspense and sensational programs, the third is that mango TV unicast increases the difficulty of promotion, and the fourth is that the profit model is a single advertising revenue. To solve the existing problems, we need targeted strategies: first, we should reasonably localize and reform and respect the original program mode; secondly, we should increase the content density and weaken the traces of artistic processing; thirdly, we should develop video terminal technology; Finally, we should pay attention to the program brand extension, extend the industrial chain. "I am a singer" to Hunan Satellite TV variety program brand management with important enlightenment: the brand is based on content, producers should go hand in hand with localization and standardization, large production direction transformation road; in the new media environment, brand marketing should change thinking to do all-media marketing; brand extension is very important, should build an industrial chain from within the media to outside the media.
【學位授予單位】:湖南師范大學
【學位級別】:碩士
【學位授予年份】:2016
【分類號】:G222
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