初探本土电视娱乐节目的品牌建设研究

初探本土电视娱乐节目的品牌建设研究(5500字)

摘    要

电视已经成为现代人们生活的必需品，电视节目也成为人们休闲娱乐与学习的一个途径。随着电视娱乐类节目受到观众的喜爱，越来越多的电台开始创办电视娱乐节目，因此出现了节目同类化严重的现象。在此背景下，本文把营销学中的品牌概念同当下民生电视娱乐节目相结合，分析了本土电视娱乐节目的品牌建构原理，而且从社会效益和经济效益两方面入手，对本土娱乐节目的现状进行深刻反思，从本土娱乐节目品牌的本质开始分析。本文分析了电视娱乐节目品牌营销的现状，以及国内媒体品牌建设的必要性，以具体实例分析了国内几大品牌媒体品牌建设的模式，最后提出加强电视娱乐节目品牌建设的措施，以期为本土娱乐类节目的发展提供参考依据，是具有现实与实践意义的研究。

关键词：娱乐节目  品牌营销  策略

Abstract
                           
Television has become a necessity for modern people's life, television has become a way of recreation and learning.Along with the TV entertainment program popular with the audience, more and more stations began its TV entertainment programs, so there was a serious phenomenon of program of the same. In this context, the concept of brand marketing in the same moment the people's livelihood TV entertainment program combination, analyzes the local entertainment television brand construction principle, and from the two aspects of social and economic benefitsof the status quo, to the local entertainment of profound reflection, starting from the essence of the localentertainment brand analysis. This paper analyzes the current situation of TV entertainment programs, brand marketing, as well as the necessity of the domestic media brand building, a concrete example analysis of several major domestic brand media brand building mode, finally put forward to strengthen the TV entertainment programs,brand building measures, to provide the reference for the development of the local entertainment programs.

Keywords:Entertainment  Brand marketing  Strategy

目    录
引  言    1
一、本土电视娱乐节目品牌建设的现状及理论基础    1
（一）品牌化定义    1
 (二）电视娱乐节目品牌建设的现状    1
（三）当前国内媒体品牌建设的必要性和重要性    3
二、国内几大品牌媒体品牌建设模式    3
（一）央视娱乐节目品牌建设模式    3
     （二）浙江卫视娱乐节目的品牌创新战略    3
三、加强电视娱乐节目品牌建设的措施    4
（一）打造个性化的节目，不断创造“出彩点”    4
（二）避免一味迎合受众 ，发挥引导功能    4
（三）合理开发播出时段，加大品牌推广    4
（四）加大宣传力度，提高竞争能力    5
（五）重视节目质量，提升品牌形象    5
结  论    6
参考文献    7