新媒体环境下综艺节目主持人品牌延伸策略探究

发布时间：2018-03-05 14:42

本文选题：综艺节目主持人　切入点：品牌营销　出处：《暨南大学》2017年硕士论文　论文类型：学位论文

【摘要】：综艺节目在电视节目运营中具有重要的地位,不仅是电视广告经营收入的主要来源,对于提升节目系统品牌影响力也发挥了显著作用。综艺节目的走红除了差异化的节目内容和创新性的节目形态,主持人的角色定位及其品牌价值也是影响节目质量的主要因素。随着新媒体技术的普及,加速了媒体融合转型的速度,推动了传播内容和传播关系向新的平台迁移,为综艺节目主持人提供了品牌延伸的条件和空间。因此,在新媒体环境下,如何善用新的传播平台来实现综艺节目主持人品牌资产的增值和品牌价值的延伸,是事关综艺节目主持人创新发展的重要课题。本文立足新媒体条件下传播环境的变化特点,分析综艺节目主持人品牌延伸的价值,进而从综艺节目主持人的品牌资产、节目质量和营销能力梳理了影响品牌延伸的因素,通过个案分析和文本分析等方法,归纳提炼出综艺节目主持人品牌延伸的策略,并结合相关实践对于品牌延伸可能出现的风险进行探讨和反思,希望能对综艺节目主持人的品牌延伸提供理论和实践方面的启发和借鉴。
[Abstract]:Variety shows play an important role in the operation of television programs, and are not only the main sources of revenue for television advertising operations, It has also played a significant role in promoting the brand influence of the program system. The popularity of variety shows is not only the diversity of program content and innovative program forms, The role orientation and brand value of the host are also the main factors affecting the quality of the program. With the popularization of new media technology, the speed of media integration and transformation has been accelerated, and the communication content and communication relationship have been moved to a new platform. Therefore, in the new media environment, how to make the best use of the new communication platform to achieve the value-added of variety show host brand assets and brand value extension, This paper, based on the changing characteristics of the communication environment under the new media condition, analyzes the value of the brand extension of the variety show host, and then analyzes the brand assets of the variety show host. Program quality and marketing ability combed the factors affecting brand extension, through case analysis and text analysis methods, summed up the variety show host brand extension strategy. And combined with the related practice of brand extension possible risks to explore and reflect, hoping to provide theoretical and practical inspiration and reference for variety show host brand extension.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222.2

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