央视新闻频道品牌构建研究

发布时间：2018-06-25 15:07

本文选题：央视新闻频道 + 电视品牌　；参考：《厦门大学》2009年硕士论文

【摘要】： 本论文以中国中央电视台新闻频道为研究对象,系统全面地分析了央视新闻频道品牌的构建过程,一方面梳理了央视新闻频道成立五年多来的品牌成长经历,另一方面在对比国内外其他专业新闻频道品牌塑造的基础上,找出央视新闻频道存在的优势和不足,并进一步提出了对于央视新闻频道建立强势品牌和增加国际影响力所可以采取的策略。论文的核心议题是央视新闻频道的品牌构建,因此研究引入了管理学中相关品牌理论,对研究对象做出系统分析,同时综合运用到了新闻传播学中受众、传播效果等理论,以此作为研究的理论基础。品牌的构建实际上就是品牌资产不断累积的过程,知名品牌大师戴维·阿克将品牌资产分为几大类,并在此基础上提出了品牌识别系统。本文借鉴以品牌识别系统为基础发展出来的电通蜂窝模型,建立央视新闻频道的蜂窝模型,分别对频道定位、内容建设、频道包装和频道整体运营等四大资产的动态发展过程进行分析论述,这是一个历史的纵向分析。在对央视新闻频道自身品牌构建过程进行分析的基础上,再横向对比其他已经运作比较成熟的同类频道,笔者认为央视新闻频道在品牌构建的过程中存在的不足之处有:核心价值界定不够全面、品牌节目影响力有限、整体形象包装有待加强、资源的整合和频道经营水平比较滞后。有鉴于此,笔者认为央视新闻频道要建成真正的强势品牌,加强国际知名度和影响力,应该在以下几个方面下功夫:进一步明确频道核心理念,强化其中的国际定位;加强对一流人才的选拔和培养,充分利用名主持人和记者对栏目的拉动效应;重视节目内容和形式不断创新,增强频道的“造血”功能;进一步整合各种资源,最大程度发挥频道整体的效用;在维护品牌的基础上,适当进行品牌延伸,扩大影响力,提升品牌价值。
[Abstract]:This thesis takes China Central Television news channel as the research object, systematically and comprehensively analyzes the construction process of CCTV news channel brand, on the one hand, combs the brand growth experience of CCTV news channel more than five years after its establishment. On the other hand, on the basis of comparing the branding of other professional news channels at home and abroad, we find out the advantages and disadvantages of CCTV news channels. And further put forward the CCTV News Channel to establish a strong brand and increase international influence can be adopted strategies. The core topic of the thesis is the brand construction of CCTV news channel, so the research introduces the related brand theory in management, makes a systematic analysis of the research object, and synthetically applies the theory of audience and communication effect in the field of news communication. This is the theoretical basis of the study. The construction of brand is actually the process of the accumulation of brand equity. David Ark, a famous brand master, divides brand equity into several categories, and puts forward a brand identification system on this basis. This article draws lessons from the Dentsu cellular model which is developed on the basis of the brand identification system, establishes the CCTV news channel's cellular model, respectively to the channel localization, the content construction, The dynamic development process of the four assets such as channel packaging and channel whole operation is analyzed and discussed, which is a historical vertical analysis. On the basis of analyzing the process of establishing the brand of CCTV News Channel itself, and then comparing other similar channels that have already been more mature in operation, The author believes that the shortcomings of CCTV news channel in the process of brand construction are: the definition of core value is not comprehensive, the influence of brand programs is limited, the overall image packaging needs to be strengthened, the integration of resources and the channel management level lag behind. In view of this, the author believes that CCTV news channel to build a real strong brand, strengthen the international visibility and influence, we should work in the following areas: further clarify the core concept of the channel, strengthen the international positioning; To strengthen the selection and training of first-class talents, to make full use of the pulling effect of famous hosts and journalists on the columns, to attach importance to the continuous innovation of program contents and forms, to enhance the "hematopoiesis" function of the channels, and to further integrate all kinds of resources, To maximize the effectiveness of the channel; on the basis of maintaining the brand, appropriate brand extension, expand influence, enhance brand value.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222

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