約21000字

【摘要】對高雅文化作大眾化詮釋,對精英文化作通俗化表現(xiàn),這是電視傳播管理體制變革最終指向的一場電視文化的革新,在做強做大基礎上所發(fā)生的中國電視文化的革新.某省電視臺的電視新聞欄目〈〈今日都市〉〉是以政治為主導的宣傳媒介和以市場為主導的經(jīng)營實體雙重角色一舉占領(lǐng)了某市市場,并獲得全國百佳欄目.本文剖析了《今日都市》的文化品味,及鑄成這一特色的背后的管理實踐,并根據(jù)該節(jié)目 "好看,有用,重要"以及實現(xiàn)直播的未來發(fā)展戰(zhàn)略,以滿足普通市民的收視需求為節(jié)目的最基本出發(fā)點,就提升品牌效應,內(nèi)部人力資源管理以及以受眾為本的客戶關(guān)系管理等方面進行了探討.
【關(guān)鍵詞】 親民化 品牌戰(zhàn)略 新聞線人 客戶受眾管理 受眾為本
A brief analysis of brand and its management
-A fundamental analysis of the program "Metropolis Bulletin"
Student: leon Teacher: Wang xin-zhuang (professor)
Class: 2005 Department: ChengDu University of technology
ABSTRACT
ABSTRACT :The Shaanxi television station's news program is both taking politics as the leading propaganda medium and the market as the leading management entity, by using a high volume of content, a style that is novel, fast,cherished by the people, in route to seize the Xi'an market in one fell swoop, and it has become the national program. This article firstly introduces the program's style and characteristics, with an emphasis on discussing how the program is managed. Secondly the paper analyzes this program's future developmental strategy and developmental trends, namely "attractiveness", "usefulness", "importance", which are what the ordinary resident's demand for TV. It takes these as the program's most basic starting point, and establishes live broadcast as the program's highest goal.
Key words: cherishes the people, the brand strategy, news informer
customer to manage the audiences for
目 錄
引言……………………………………………………………………1
傳媒品牌的模式………………………………………………………2
2.1 競爭制勝的法寶——品牌…………………………………………………2
2.1.1 大眾化品牌……………………………………………………………2
2.1.2 媒體識別系統(tǒng)——包裝………………………………………………3
2.2 收視率………………………………………………………………………4
2.2.1 贏得廣告市場…………………………………………………………5
2.3 品牌的維護………………………………………………………………6
傳媒的人力資源管理…………………………………………………8
3.1 人力資源管理方式………………………………………………………… 8
3.1.1 由人治到法制…………………………………………………………9
3.1.2 法制化的模式…………………………………………………………9
3.2 加強雙贏原則………………………………………………………………11
第四章 以受眾為本的客戶關(guān)系管理……………………………………………12
4.1 以受眾為本………………………………………………………………12
4.2 受眾的規(guī)?；?3
4.3 特色化道路…………………………………………………………………14
第五章 傳媒的領(lǐng)導藝術(shù)…………………………………………………………15
第六章 傳媒品牌的國際化………………………………………………………20
第七章 結(jié)論…………………………………………………………………… 25
致謝…………………………………………………………………………………25
參考文獻……………………………………………………………………………26

參考文獻
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