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从之前掀起全民热潮的《爸爸去哪儿》到现在强势霸占音乐榜的《中国有嘻哈》,无数热播电视节目的创意都是从国外引进,通过购买获得国外原创节目的版权。为了更好的满足我国人民日益增长的娱乐消费精神需求,以及更好的推进我国文化事业的传播发展,我们在引进优秀节目的同时,应该树立起我们自己的品牌理念。这样才能创造出具有中国文化特色的视频节目,建立起中国的节目品牌,以期望打开国际市场。本文将以近年关注度较高的几个视频节目为例,对其中的品牌理念做出研究和分析。
From “Where Did Dad Go”, which started the popular craze, to “China has hip-hop”, which now has a strong occupation of the music chart, the innumerable hit television programs are all introduced from abroad and acquired the copyright of original foreign programs through purchase. In order to better meet the growing demand for amusement and consumption of our people and to promote the development of the cultural cause in our country better, we should establish our own brand concept while introducing excellent programs. Only in this way can we create a video program featuring Chinese culture and establish a Chinese programming brand in the hope of opening up the international market. In this paper, we will take several video programs of high concern in recent years as an example to make research and analysis on the brand concept.