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电视台经营的品牌化是当今理论界、学术界的最新研究课题,同时也是电视台、电视节目新一轮发展的方向。可是品牌化的标准是什么?品牌化的道路究竟该怎么走?这些问题一直没有定论。在电视节目的评价体系中,占据主导地位的收视率调查和曲高和寡的欣赏指数调查,究意谁更能说明品牌的“含金量”呢?我们尝试把欣赏指数与节目的品牌化联系起来发现,欣赏指数所反映的节目内在质量,观众满意度和忠诚度等等要素,对于电视节目的品牌化有着重要意义,它可以弥补收视率调查的诸多不足,创造更健康、更积极的高品质电视市场。
The brand management of the television station is the latest research topic in theory circles and academia at present, and it is also the direction of the new round of development of television stations and television programs. However, what is the standard brand? Brand of the road how to go? These issues have been inconclusive. In the television program evaluation system, the dominant ratings survey and the highbrow enjoyment index survey, the meaning of who can better explain the brand’s “gold content”? We try to appreciate the index and brand of the program to find, enjoy The intrinsic quality, audience satisfaction and loyalty of the programs reflected in the index are of great significance to the brand of TV programs. They can make up for many deficiencies in the ratings survey and create a healthier and more aggressive high-quality TV market.