互联网视频中的电视品牌延伸—芒果TV个案研究

发布时间：2018-09-12 13:25

【摘要】：伴随媒介新技术的创新发展,媒体无论在数量、内容还是形式上都大大丰富,可供受众选择的媒介越来越多,这就导致无论是像报纸、广播、电视这样的传统媒体,还是互联网新媒体都在激烈地争夺着受众的注意力资源。传统电视媒体想要在越来越狭窄的受众市场中保持自己的地位,必须打造鲜明的品牌形象,树立自己的品牌定位,为媒体创造更加广阔的发展空间。湖南卫视自1997年上星以来,迅速发展,成绩斐然,一路领跑全国地方电视媒体。2004年,湖南卫视率先提出“快乐中国”理念,全力打造“最具活力的中国电视娱乐品牌”。在积聚了强大的品牌资产后,湖南卫视秉持“快乐”理念,在不同领域积极进行品牌延伸,采取措施扩大品牌资源,取得了一系列成果。在互联网视频领域,湖南卫视推出芒果TV。芒果TV是湖南卫视旗下唯一的互联网视频平台,独家提供湖南卫视所有节目的直播、点播,帮助湖南卫视在互联网视频领域延伸快乐品牌,提升湖南卫视品牌综合实力。本文首先介绍了互联网视频行业对传统电视的冲击。接着,以芒果TV为个例,分析芒果TV是如何对湖南卫视的媒体品牌进行延伸,主要包括芒果TV对湖南卫视定位的延伸、对湖南卫视节目资源的继承和对受众资源的拓展。然后,研究了芒果TV进行品牌延伸时遇到困难和问题,即用户体验较差、其他互联网视频平台的竞争、网络盗版侵权以及资金不足等;最后,通过对芒果TV品牌延伸的策略和困境分析,依据品牌延伸理论模型,总结芒果TV品牌延伸的启示,包括关注市场环境与产品生命周期、强化延伸品牌与母品牌之间的关联度、积极规避品牌延伸风险。
[Abstract]:With the innovation and development of new media technology, the media is rich in quantity, content and form, and there are more and more media for the audience to choose from, which leads to the traditional media, such as newspapers, radio and television. Or the Internet new media are fiercely competing for the attention of the audience resources. If traditional TV media want to maintain their position in the narrower and narrower audience market, they must create a distinctive brand image, establish their own brand positioning, and create a broader development space for the media. Hunan Satellite TV has been developing rapidly and has been leading the national local TV media since 1997. In 2004, Hunan Satellite TV took the lead in putting forward the idea of "Happy China" and making all its efforts to create "the most dynamic Chinese TV entertainment brand". After the accumulation of strong brand assets, Hunan Satellite TV adheres to the concept of "happiness", actively carries out brand extension in different fields, takes measures to expand brand resources, and has achieved a series of results. Hunan Satellite TV launches mango TV. in the field of Internet video Mango TV is the only Internet video platform owned by Hunan Satellite TV, which provides all programs live and on demand exclusively, helps Hunan Satellite TV to extend its happy brand in the field of Internet video, and to enhance the comprehensive strength of Hunan Satellite TV brand. This paper first introduces the impact of Internet video industry on traditional TV. Then, taking mango TV as an example, this paper analyzes how mango TV extends the media brand of Hunan Satellite TV, including the extension of mango TV to Hunan Satellite TV, the inheritance of Hunan Satellite TV program resources and the expansion of audience resources. Then, the paper studies the difficulties and problems encountered in mango TV brand extension, such as poor user experience, competition of other Internet video platforms, network piracy infringement and insufficient funds. By analyzing the strategy and predicament of mango TV brand extension, according to the brand extension theory model, this paper summarizes the enlightenment of mango TV brand extension, including paying attention to the market environment and product life cycle, strengthening the relationship between the extended brand and the parent brand. Actively avoid brand extension risk.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.2

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