品牌栏目与品牌主持人的相互作用研究

发布时间：2018-04-18 22:19

本文选题：品牌栏目 + 品牌主持人　；参考：《山东大学》2017年硕士论文

【摘要】：随着经济、文化水平和科学、科技的飞速发展,互联网的迅速崛起,对传统媒体产生了巨大的冲击;广播电视节目的生产与播出,早已经由"卖方市场"的时代跨入"买方市场"的时代。无论是传播方式、呈现流程还是接受条件都在不断发生改变,广电媒体迎来了前所未有的机遇与挑战。无论新媒体还是传统媒体都想在激烈的市场竞争中分一杯羹;所以,广电媒体必须得有自己的"拳头产品"——品牌栏目和品牌主持人,这是生存和发展的前提。良好的品牌栏目和品牌主持人能够为其带来良好的经济效益、社会效益和快速发展的广阔空间,实施品牌化战略已经迫在眉睫且是冲出重围的唯一有效的策略。任何一档栏目和主持人成为品牌都不是一蹴而就的,都需要媒体管理者与经营者的悉心培育、精心呵护、认真打造,才能有所成就。这是一个漫长、艰难的过程,但同时是有规律可循的。在充分了解受众需求、受众背景、地域文化等的前提下,对栏目定位、栏目内容、栏目形态等进行精准栏目研判。不断创新并始终引领受众,领先受众"半步",形成自己的特色,避免栏目同质化,提高栏目美誉度和公信力。培养相对固定的、有忠诚度的受众群。选择培养与栏目宗旨、栏目特点高度吻合的、有个性特点的主持人,充分发挥主持人的"代言人"或"符号"作用。一档好的栏目可以为主持人的成长提供最优质的"土壤"。栏目是主持人才能和才华展现的载体,一档优秀的栏目为优秀的主持人提供了更大的舞台空间。同样,一名优秀的主持人也可以成为栏目的标志和"符号",因其自身魅力为栏目带来更多的受众,是栏目与受众的粘合剂,是栏目成功与否的重要因素。品牌栏目和品牌主持人相互作用、相互影响,两者配合好了会产生积极、正面的影响,相互依存、相得益彰。配合不好也会产生不尽如人意的效果。任何品牌,包括商业品牌和媒体品牌,都有自己的生命周期,都要经过诞生、成长、衰亡的过程。没有任何一个品牌栏目可以永远存在,媒体品牌也不列外,无论栏目还是主持人,因为受传播环境、技术革命以及受众选择的影响,都在主动或被动的进行生命周期的演变。如何延长媒体品牌的生命周期,本文作者认为,可依据栏目特点、主持人个性,不断创新包装模式,在保持形态新鲜的同时提高节目质量,多屏、跨屏传播,扩大影响力,增强对品牌主持人的包装,加大对主持的培养,使其内外兼修,真正成为有个性特点和个人魅力的主持人,能够为栏目发挥最大价值。总之,本研究通过探究栏目与主持人之间的相互作用,希望找寻到维持两者"平衡"的关系法则,为栏目品牌化运作提供有利的理论支持。
[Abstract]:With the rapid development of economy, culture, science and technology, and the rapid rise of the Internet, the traditional media has been greatly impacted.Has already stepped into the "buyer's market" era from the "seller's market" era.Whether it is communication mode, presentation process or acceptance conditions are constantly changing, radio and television media ushered in unprecedented opportunities and challenges.No matter new media or traditional media want to share in the fierce market competition; therefore, radio and television media must have their own "top product"-brand column and brand host, which is the premise of survival and development.Good brand column and brand host can bring it good economic benefit, social benefit and wide space for rapid development. It is urgent to implement brand strategy and is the only effective strategy to break out of the tight circle.Any column and host to become a brand will not be achieved overnight, media managers and managers need careful cultivation, careful care, serious building, can achieve something.This is a long, difficult process, but at the same time there are rules to follow.On the premise of fully understanding audience needs, audience background, regional culture and so on, this paper makes a precision column judgment on column orientation, column content, column form and so on.Constantly innovate and always lead the audience, leading the audience "half a step", form their own characteristics, avoid homogenization of columns, improve the reputation and credibility of the column.Cultivate relatively fixed, loyal audiences.Select the moderator with the column aim, column characteristic highly consistent, have the personality characteristic, give full play to the host's "spokesman" or "symbol" function.A good column can provide the highest quality "soil" for the host's growth.Column is the host talent and talent display carrier, an excellent column for the excellent host to provide greater stage space.In the same way, an excellent host can also become the symbol and symbol of the column. Because of its own charm, it brings more audiences to the column, is the glue between the column and the audience, and is an important factor for the success of the column.Brand column and brand host interact and influence each other. If they cooperate well, they will have a positive and positive effect. They are interdependent and mutually reinforcing.Poor coordination will also produce unsatisfactory results.Any brand, including commercial brand and media brand, has its own life cycle.No brand column can exist forever, media brand is not listed out, whether column or host, because of the communication environment, technological revolution and audience choice, are active or passive evolution of the life cycle.How to prolong the life cycle of media brand? the author thinks that according to the characteristics of the column, the personality of the host, and the innovation of packaging mode, the quality of the program can be improved while the form is fresh, multi-screen, cross-screen and influence can be expanded.Strengthen the packaging of the brand host, increase the cultivation of the host, make it both inside and outside, and truly become the host with personality characteristics and personal charm, can play the greatest value for the column.In a word, by exploring the interaction between columns and hosts, this study hopes to find out the relationship law of maintaining the balance between the two, and to provide favorable theoretical support for the operation of column branding.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222

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