广东电视台体育新闻栏目品牌构建策略分析-analysis on brand building strategy of sports news column in guangdong tv station.docx

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2018-06-04 发布于上海
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广东电视台体育新闻栏目品牌构建策略分析-analysis on brand building strategy of sports news column in guangdong tv station.docx

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广东电视台体育新闻栏目品牌构建策略分析-analysis on brand building strategy of sports news column in guangdong tv station

AbstractWiththedevelopmentofthehumanbeing’smaterialandspiritualcivilizationandtheimprovementofthelivingconditions,sports,asakindofspecialneedofpeople’shealthandlongevity,theneedofaestheticsandrecreation,hasitsdistinctivemagicpower.Becauseofitsfrivolousness,surpassing,tasteandpopularization,sportsnewsarebecomingmoreandmorepopularandhavebeenanimportantreportfieldwhichispaidattentiontobyallkindsofmedia.TVsportsnews,oncegloryinitsadvantagesofvideoandsound,ischallengedwiththedevelopmentofmarketeconomysystemandmoderninformationscienceandtechnologyinchina,whilethesportsnews’efficiencyandqualityareimprovedgreatly.Now,newsmediahaverunundermarketeconomysystem,includingthesportsnews.Butthetheoryofsportsnewshasdroppedbehindrelativetothereportsofsportsnews.Strengtheningthetheoryresearchisanimportanttaskbeforethesportsfieldandnewsfield.ThewholedevelopmentofTVfieldinourcountryshowstwosides:industrialization,andnon-industrializationThebrandconsciousnessborninmarketandindustrialbackgroundhasshaped,manyindustrialmanagementideassuchasbrandmanagementstratagemareintroducedinTVmediamanagement,whichgetspowerfulimpetus.TheTVmediabrand’sconstructingandexpandingmakesforTVmedia’stransmittingeffectsandeconomicalbenefit’srealization,andbecomesamagicweapontosurviveinthedrasticmarketcompetition.Contraposingtheshortnessofourcountry’sTVmediasportsnews’research,thepapertriestoanalyzethebasicconditionstoestablishTVbrandprogram,discussescharactersandvaluesofTVbrand,basedonthesportsnewsprogram,oneoftoptenmajorprogramofGuangdongTVin2003.Thepaperreliesontheoriesofmass-communication,TVjournalism,sportsjournalismandjournalismcommunication，andusesforreferencesociology,psychology,economics,management,etc.Casestudymethods,literaturedataanalysis,survey,contentanalysis,mathematicalstatistics,comparisonandsoonarealsoincludedinthispaper.Thegoalofthepaperistodiscussthestrategytoconstructspecialprogrambrand,andemphasizeTVprogrambrand’simportanceintheeraofmulti-media,underthebackgroundofabundantinformation,byanalyzi