【作者】 刘晨；

【导师】 龚曙光；

【作者基本信息】 湘潭大学 ， 新闻传播学， 2014， 硕士

【摘要】 当前社会已经进入到一个崭新的以网络传播为主的媒体时代，我们称之为新媒体时代。新媒体时代的信息传播具有及时、快速、高效、互动性强等特点，这对于传统媒体的信息传播造成了冲击。在此背景下，传统媒体纷纷开始寻求改革，希望通过新的品牌构建方式在与新媒体的竞争中获得一席之地。电视媒体和其他传统媒体一样，如何在当下观众容量饱和、媒体选择过剩、媒介竞争日趋激烈的大环境下通过频道的品牌建构来吸引观众，争取更大的市场份额。无疑成为了新的历史使命。文章紧紧围绕新媒体这一主要时代背景，选取我国品牌建构探索较为成功的东方卫视作为研究对象，首先运用文献综述法、案例分析法分析了新媒体背景下电视品牌建构的必要性。其次从电视品牌塑造的方法和研究效果入手，通过案例分析法、实证分析法分别从东方卫视的新闻类、财经类、娱乐类等品牌栏目着手，详尽的探究了新媒体背景下东方卫视品牌塑造的现状。同时就东方卫视品牌建构的战略及品牌的强化和维护也进行了分析。其以新闻立台，以娱乐栏目为辅助手段，不放弃剧场栏目的品牌方式使东方卫视获得了良好的收视率与知名度，培养了一批忠实的观众。但是在品牌构建中，东方卫视也存在品牌创新性不足，与新媒体联系比较少，节目同质化导致在同类节目中的竞争力欠缺等问题。改变这些问题，需要东方卫视加强对于新媒体的重视，实现观众心理与品牌栏目之间的无差异化等，才能保证东方卫视在今后的新旧媒体竞争中处于优势。电视媒体必须把握好品牌这一无形资产，坚持清晰的品牌定位，用创新的思维不断挑战自我、开拓市场，只有这样才能塑造出一个广受欢迎的成功品牌，才能真正实现电视媒体的品牌经营之路。这不仅为国内媒体迎接国际媒体的挑战提供了发展道路，也为我国媒体品牌建构理论研究提供了新的思路和策略。更多还原

【Abstract】 Current society has entered into a new media era of network communication,which is called as New Media Age. The information spreading of new media age ischaracterized by timeliness, rapidity, efficiency and interactivity, which constitutes ashock to the information spreading of traditional media. Under this background,traditional media begin to seek for reform and want to secure a place in thecompetition with new media through new brand construction mode. It is noexception for television media which strives to attract audiences and fight for largermarket shares through the brand construction of channel under the overallbackground of saturated audience capacity, redundant media selection andincreasingly fierce competition as other traditional media. It is undoubtedly a newhistorical mission.This paper selects Dragon TV which is relatively successful in exploring bandconstruction in China as the research object around the historical background of newmedia based on the analysis of audience activity and psychology. It firstly employsliterature review to analyze the necessity of television brand construction under thebackground of new media. Then, starting from the most important brand column fordeveloping television brand, it explores the content and the effect of brandconstruction of Dragon TV under the background of new media from such brandcolumns as news program, fiancé and economics program and entertainmentprogram by case analysis method and empirical analysis method in detail.Meanwhile, it conducts an analysis on how to enhance and improve the strategy ofbrand construction of Dragon TV. Dragon TV adopts the brand construction methodas establishing based on news, supplementing by entertainment program and nevergiving up theatre program and obtains favorable audience rating and popularity andcultivates a batch of loyal audiences. However, during the brand construction,Dragon TV lacks of sufficient innovation and has less connection with new mediaand the homogenization of program causes its lack of competition among the samekind of programs. In order to solve these problems and ensure the advantageousposition of Dragon TV in future competition between new and traditional media, itneeds to attach more importance to new media, eliminate the differentiation ofaudience psychology and brand column. It not only creates a development road fordomestic media in embracing the challenge of international media but also provides new thought and strategy for the study on Chinese media brand construction theory.更多还原