论新媒体电视音乐栏目的品牌塑造-以《中国好声音》为例

论新媒体电视音乐栏目的品牌塑造-以《中国好声音》为例(7600字)
摘    要

随着新媒体时代的到来，传统电视媒体进入到了一个全新的发展模式阶段。尽管电视媒体的普及已深入人心，在受众心中占据着不可撼动的地位，但新媒体的兴起给传统单一的电视媒体带来的压力和冲击仍不可忽视，我们意识到新媒体环境下电视媒体在面临挑战的同时也面临了机遇。本文通过对《中国好声音》栏目品牌塑造的过程分析研究，构建电视栏目启示；分析信息发展时代下电视媒体在新媒体环境下的发展趋势，引入品牌观念；结合传播学理论将传统电视媒体充分融合新媒体的优势发展，提出新媒体环境下电视栏目品牌建设的策略，从而促进对栏目品牌塑造成功的实现。

关键词：中国好声音  电视栏目  新媒体融合  品牌塑造
 

Abstract

With the arrival of the new media era, The development mode of TV media has entered a new stage. Despite the popularity of TV media has win support among the people, occupies an important position in the hearts of the audience, but with the rise of new media to the traditional TV media pressure and impact still can not be ignored, we are aware of the new media environment of TV media in the face of challenges while also facing opportunities. In this paper, through the analysis of process creation of "The Voice of China" column brand, construct the TV program enlightenment; Analysis in the new media environment for the development trend of information development era of TV media, Introducing the concept of brand; Combining the communication will be advantages in the development of traditional TV media with full integration of new media theory, The television column brand construction under the new media environment strategy, In order to promote the implementation of the program of successful branding.

Key words: The voice of China; TV column; New media integration; Brand building 
  [资料来源：www.THINK58.com]

目    录

引    言    1
一、《中国好声音》的品牌塑造过程    1
（一）模式引进创新    1
（二）栏目品牌内容构建    2
（三）整合营销传播    3
二、《中国好声音》给电视栏目品牌塑造的启示    5
（一）节目定位：品牌的生存之本    5
（二）内在品质：节目的根本立意    5
（三）品牌包装：节目的外在形象    6

（四）品牌灵魂：节目的价值体现    6
（五）整合营销：节目的动力源泉    7
结    论    8
参考文献    9