【作者】 赵媚夏；

【导师】 马秋枫；

【作者基本信息】 暨南大学 ， 新闻学， 2005， 硕士

【摘要】 中国加入WTO后,在国内媒体市场竞争日趋激烈和我国进行电视产业体制改革的背景下,电视媒体面临着选择生存和发展的问题。本文以凤凰卫视的实践为切入点,采用个案研究的方法,从品牌传播角度来探讨这一问题。 本文首先界定品牌传播以及电视媒介品牌传播。根据过去对品牌的研究,确定传播是品牌实现的基本条件,以传播学的视角来认识品牌,并由此提出品牌传播的概念。电视本身作为一种传播媒介,其品牌传播有自身的特点。本文论述了电视品牌传播的内涵、模式及特点。 本文还依据营销学和传播学的基本原理,从竞争、资源、受众、地缘优势和人文优势、合资优势和基础优势五方面分析了凤凰卫视品牌传播的背景。本文还从实践的角度探讨了凤凰卫视品牌传播的特色,从理念传播、行为传播、视觉传播三方面分析凤凰卫视如何构建品牌形象,实现品牌传播。 本文的创新之处在运用传播学和营销学理论分析和论证了凤凰卫视品牌传播具体实践,并得出品牌传播是当今中国电视媒体可资借鉴的生存和发展道路的结论,而且通过凤凰卫视品牌传播的分析对国内电视媒介如何进行品牌传播提供了详尽的思路和方案。更多还原

【Abstract】 On the background of china entering into WTO and carrying on economic system reform in China, TV media face the problem how to survive and manage. The paper probes into this question in the aspect of the Phoenixtv, with the thought of brand communication.Firstly the paper defines brand communication and the television brand communication. According to the study on brand in the past, we confirm that communication is the primary condition that brand can be fulfilled. The analyses brand with the sight of communication, and puts forward the concept of brand communication. TV, as a kind of media, the brand communication has its own characteristic. The paper addresses intension, mode and characteristic of television brand communication.Depending on the basic theory of Marketing, brand and Communication, the paper analyses background of the Phoenixtv in five aspects of the competition, the resource, the receiver, the culture & basic and surrounding & the associate. The paper discusses the brand communication feature of the Phoenixtv. And study the Phoenixtv how to found brand image and accomplish brand communication in the points of mind communication, behavior communication and vision communication.The innovation of the paper is to analyze the practice of the Phoenixtv’s brand communication with the theory of Marketing, brand and Communication. To make the conclusion that brand communication is the success way to survive and manage for television media. And providing a specific program for television brand communication.更多还原