【作者】 万芳；

【导师】 刘仁圣；

【作者基本信息】 南昌大学 ， 新闻学， 2007， 硕士

【摘要】 电视活动是电视媒体竞争的重要内容和手段。近年来，电视活动火爆银屏，成为电视发展的一个显著现象。本文通过对电视活动现象的梳理、分析指出，品牌化既是电视活动作为特殊的电视产品顺应电视品牌建设要求的必然走向，也是活动本身在激烈的竞争中脱颖而出的基本策略。本文共分为四个部分。首先从对电视活动认识的两个一般性角度即：内在功能和外在形式出发，提出电视活动的概念，电视活动是电视媒介在评论、报道等形式的新闻传受活动之外，整合资源组织而成的新型的运动或举动。第二部分概述了当前电视活动的竞争状况，指出特色主题竞争、特殊播出季竞争、资源竞争、收视率竞争是主要的竞争内容。第三部分集中论述电视活动和品牌的相互关系，一方面强势品牌是电视活动的依靠，品牌理念可以规范电视活动行为，品牌是电视活动的价值追求；另一方面电视活动对建立品牌认知度、品牌形象、品牌联想度、品牌忠诚度有重要作用。第四部分则指出电视活动的品牌化原则和途径，并以上海文广新闻集团的活动为个案进行分析。更多还原

【Abstract】 A television activity is an important content and method in the competition between media corporations. In the recent years, a television activity is becoming more and more popular, and became an irresistible phenomenon in the development of television industry. This essay will try to analyze it. Branding of television activity is not only the inevitable inclination of the construction requirement of television brand as a special television product, it is also the basic strategy for the activity to be outstanding in the severe competition today.There are 4 parts in this essay. Firstly the concept of television activity is brought out from two general aspects: internal function and external form. The second part summarized the current competition situation in television activities. The third part focused on the inter relationship between television activities and brands. The last part of the essay indicated the principle and method of the branding of television activities. The case of activities of SMG was also taken as an example and analyzed.更多还原