浅析传的品牌与管理——对今日都市栏目的剖析.docVIP

毕 业 设 计 论 文浅析传媒的品牌与管理——对《今日都市》栏目的剖析【摘要】对高雅文化作大众化诠释,对精英文化作通俗化表现,这是电视传播管理体制变革最终指向的一场电视文化的革新,在做强做大基础上所发生的中国电视文化的革新.某省电视台的电视新闻栏目〈〈今日都市〉〉是以政治为主导的宣传媒介和以市场为主导的经营实体双重角色一举占领了某市市场,并获得全国百佳栏目.本文剖析了《今日都市》的文化品味,及铸成这一特色的背后的管理实践,并根据该节目 好看,有用,重要以及实现直播的未来发展战略,以满足普通市民的收视需求为节目的最基本出发点,就提升品牌效应,内部人力资源管理以及以受众为本的客户关系管理等方面进行了探讨.【关键词】 亲民化 品牌战略 新闻线人 客户受众管理 受众为本 A brief analysis of brand and its management-A fundamental analysis of the program Metropolis BulletinABSTRACTABSTRACT :The Shaanxi television stations 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 Xian market in one fell swoop, and it has become the national program. This article firstly introduces the programs style and characteristics, with an emphasis on discussing how the program is managed. Secondly the paper analyzes this programs future developmental strategy and developmental trends, namely attractiveness, usefulness, importance, which are what the ordinary residents demand for TV. It takes these as the programs most basic starting point, and establishes live broadcast as the programs highest goal.Key words: cherishes the people, the brand strategy, news informercustomer to manage the audiences for 目 录引言……………………………………………………………………1传媒品牌的模式………………………………………………………22.1 竞争制胜的法宝——品牌…………………………………………………22.1.1 大众化品牌……………………………………………………………22.1.2 媒体识别系统——包装………………………………………………32.2 收视率………………………………………………………………………42.2.1 赢得广告市场…………………………………………………………52.3 品牌的维护………………………………………………………………6传媒的人力资源管理…………………………………………………83.1 人力资源管理方式………………………………………………………… 8 3.1.1 由人治到法制…………………………………………………………93.1.2 法制化的模式…………………………………………………………93.2 加强双赢原则………………………………………………………………11第四章 以受众为本的客户关系管理……………………………………………124.1 以受众为本………………………………………………………………124.2 受众的规模化………………………………………………………………134.3 特色化道路…………………………………………………………………14第五章 传媒的领导艺术…………………………………………………………15第六章 传媒品牌的国际化……