【作者】 朱青；

【导师】 彭光芒；

【作者基本信息】 华中农业大学 ， 传播学， 2012， 硕士

【摘要】 《南京零距离》在2002年江苏电视台城市频道《南京零距离》播出以来,由于收视率的不断攀升,使其他各个地方电视台争先创办“民生新闻”节目。全国各个省市都出台民生新闻栏目,如湖北电视台的《经视直播》,湖南电视台的《都市1时间》,四川省成都电视台的《成都全接触》以及武汉电视台的《百姓连线》等同质栏目也受到了热捧。随着电视民生新闻类节目的大量出现,电视民生新闻也进入了激烈竞争时代,各栏目之间相互复制,竞争同质化情况日趋严重。电视民生新闻栏目经过多年的发展,进入到了品牌经营的阶段。很多电视民生新闻栏目都开始注意营造自身良好的品牌形象,利用各种渠道进行推广,利用科学方法对品牌形象进行调查研究。市场上出现了一批有代表性的品牌电视民生新闻栏目,但是,整体而言,电视民生新闻栏目的品牌管理还处于初始阶段,只是在某些环节比较出色,没有整体完整的品牌战略。因此,如何加强民生电视新闻栏目的品牌管理,提升电视民生新闻栏目的整体品牌形象,在竞争中出奇制胜,十分值得研究。本文以武汉电视台民生新闻栏目《百姓连线》作为研究对象,了解其品牌经营模式与效果,探索电视民生新闻栏目的品牌经营道路,同时提出电视民生新闻栏目的近期发展趋势是做主流新闻,远期目标是做公共新闻,并提出相关政策建议。更多还原

【Abstract】 Since January1,2002. Jiangsu Radio and Television City Channel has been launched Nanjing zero distance, there is a wave of citizen journalism had swept across the country quickly. Hunan Economic TV’s city one time "Anhui TV’s" First Time ", Chengdu TV Chengdu contact, Hubei Economic TV’s Economic TV live,Beijing TV’s on the7th and Wuhan TV’s the "people connection" have also been favorable. With the appearenct of the large number of citizen journalism programs, citizen journalism programs entered the era of fierce competition, copy each other and competition homogenizationWith the development of citizen journalism, citizen journalism had entered into the stage of brand management. Most of citizen journalism program pay attention to create brand image, promote brand image,and investgate by scientific methods. There are a number of representative brand of citizen journalism, however, citizen journalism is still in the primary stage, only in some areas is relatively good and no entire brand strategy. Therefore, how to strengthen the brand management of, citizen journalism, to enhance the entire brand image and gain cometition is worthy of research.In this paper, People contant of Wuhan TV will be choosen to advantage research.we hope we can understand its brand management mode and effect, explore the way of brand management, at the same time, put forward to the trend and the long-term goal of citizen journalism and the related policy suggestion.更多还原