我国公益类电视活动产品的品牌建设研究
|
摘要
近年来,公益类电视活动产品越来越多地出现于我国电视荧屏,并引起社会百姓、媒体人、国家领导人等的广泛关注。公益类电视活动产品借助电视媒体的便捷传播渠道和极强的社会资源整合能力,弘扬社会主流文化和大众文化,引导大众形成主流的价值观念；在某种程度上有助于维护社会稳定,推动社会文化的发展,构建和谐社会的民族文化体系。
我国公益类电视活动产品定位于公益服务,传播主流价值精神,以人文关怀为核心价值,但其品牌建设面临着同质化竞争泛滥、节目品质低俗、活动形式老套、公信力日渐下降等困境。面对困境,笔者认为,可以从创新品牌个性,提升公益类电视活动产品的公信力,建立长效公益机制,打造“链条公益”等方面加强公益类电视活动产品的品牌建设,全面提升公益类电视活动产品的生存能力和竞争水平。
在品牌至上的三网融合时代,加强我国公益类电视活动产品的品牌建设研究,还要有以下几方面的认识：首先,全面认识我们所处的时代背景及媒介生态环境,充分提升公益类电视活动产品使用新媒体资源的能力与水平；其次,公益类电视活动产品虽以公益定性,但不同的品牌又具有不同的品牌内涵与品牌个性,策划、制作公益类电视活动产品必须切身深入群众,“贴近受众”、“贴近生活”、“贴近实际”,既满足受众最需要的公益需求,又制作出高质量、高品位、高收视率的电视活动产品；最后,公益类电视活动产品的品牌建设是一个体系化的运作,也是一个动态调整的过程,我们要以与时俱进的眼光看待它,而不能以一成不变的视角观察它的存在状态。
In recent years, the public-welfare TV products more and more appeared in the TV screen of our country, and cause widespread concern from social people, media, national leaders. The public-welfare TV products carry forward the social mainstream culture and popular culture, and guide mass forming the mainstream values by the convenient communication channels of TV media and strong ability of social resources conformity; which, to some extent would help to maintain social stability and promote social and cultural development, construct the harmonious society of national culture system.
The public-welfare TV products in our country position in public service, spread mainstream value spirit, which faces challenges in homogeneous competition flooding in brand construction, the program quality homogeneity vulgar, The quality of the programs of vulgar, activity forms, credibility in public decline. Face dilemma, the author thinks that innovation brand personality would help improve the credibility of those products and establish long-effect mechanism of public welfare and create a "chain public welfare", in order to improve the survival and competition level of those public-welfare TV products.
As far as the author concernd, because the brand is considered as the first place in three nets fusion era, the research to strengthen the brand construction of those public-welfare TV products in our country should be include the following understandings:first, we should acknowledge comprehensively the background of our times and media ecology environment and take full use of the new media resource; second, because different brand have different brand connotation and brand personality although public welfare kind of TV products considered as the same qualitative-public, planning and making those products should vital among the masses,"close to the audience","close to the life","close to the practical". At the same time, those products should meet the need of public and should be a high quality, the high grade, the high ratings TV activities products. Finally, public-welfare TV products brand construction is a style of operation, and a dynamic adjustment process. We need view of it as keeping pace with the times and shouldn't observe it as a static perspective.
我国公益类电视活动产品定位于公益服务,传播主流价值精神,以人文关怀为核心价值,但其品牌建设面临着同质化竞争泛滥、节目品质低俗、活动形式老套、公信力日渐下降等困境。面对困境,笔者认为,可以从创新品牌个性,提升公益类电视活动产品的公信力,建立长效公益机制,打造“链条公益”等方面加强公益类电视活动产品的品牌建设,全面提升公益类电视活动产品的生存能力和竞争水平。
在品牌至上的三网融合时代,加强我国公益类电视活动产品的品牌建设研究,还要有以下几方面的认识：首先,全面认识我们所处的时代背景及媒介生态环境,充分提升公益类电视活动产品使用新媒体资源的能力与水平；其次,公益类电视活动产品虽以公益定性,但不同的品牌又具有不同的品牌内涵与品牌个性,策划、制作公益类电视活动产品必须切身深入群众,“贴近受众”、“贴近生活”、“贴近实际”,既满足受众最需要的公益需求,又制作出高质量、高品位、高收视率的电视活动产品；最后,公益类电视活动产品的品牌建设是一个体系化的运作,也是一个动态调整的过程,我们要以与时俱进的眼光看待它,而不能以一成不变的视角观察它的存在状态。
In recent years, the public-welfare TV products more and more appeared in the TV screen of our country, and cause widespread concern from social people, media, national leaders. The public-welfare TV products carry forward the social mainstream culture and popular culture, and guide mass forming the mainstream values by the convenient communication channels of TV media and strong ability of social resources conformity; which, to some extent would help to maintain social stability and promote social and cultural development, construct the harmonious society of national culture system.
The public-welfare TV products in our country position in public service, spread mainstream value spirit, which faces challenges in homogeneous competition flooding in brand construction, the program quality homogeneity vulgar, The quality of the programs of vulgar, activity forms, credibility in public decline. Face dilemma, the author thinks that innovation brand personality would help improve the credibility of those products and establish long-effect mechanism of public welfare and create a "chain public welfare", in order to improve the survival and competition level of those public-welfare TV products.
As far as the author concernd, because the brand is considered as the first place in three nets fusion era, the research to strengthen the brand construction of those public-welfare TV products in our country should be include the following understandings:first, we should acknowledge comprehensively the background of our times and media ecology environment and take full use of the new media resource; second, because different brand have different brand connotation and brand personality although public welfare kind of TV products considered as the same qualitative-public, planning and making those products should vital among the masses,"close to the audience","close to the life","close to the practical". At the same time, those products should meet the need of public and should be a high quality, the high grade, the high ratings TV activities products. Finally, public-welfare TV products brand construction is a style of operation, and a dynamic adjustment process. We need view of it as keeping pace with the times and shouldn't observe it as a static perspective.
引文
① Aufderheide P. Public service broadcasting in the United State[J]. Journal of Media Economics,2009(l):63-76
② Allan Brown. Economics, Public Service Broadcasting, and Social Values [J]. Journal of Media Economics, 2011(9):3-15
③ Robert K. Avery and Alan G Stavitsky:The FCC and The Public Interest:A Selective Critique of U.S.Telecommunications Policy-Making, in Public Broadcasting and the Public Interest, edited by Michael P.McCauley, Eric E. Peterson, B. Lee Artz, and Dee Halleck, published by M.E.sharpe, p.55
① Monroe E. Price and Marc Raboy, Public Service Broadcasting in Transition:A Documentary Reader, New York: Kluwer Law International,2011.p3-4.
②电视公益节目是指以弘扬主流价值观为服务目的和宗旨的电视节日.
①秦晖.政府与企业以外的现代化：中西公益事业史比较研究.浙江人民出版社1999.第168-169页②牛津高阶英汉双解词典《第四四版》.商务印书馆,,牛津大学出版社1999.第1196页
③牛津高阶英汉双解词典《第四版》.商务印书馆,牛津大学出版社1999.第1724页
④陈新民.德国公法学基础理论.山东人民出版社2001.第184页
⑤陈新民.德国公法学基础理论.山东人民出版社2001.第185页
⑥元照英美法词典.法律出版社2003：第1117页
⑦中华人民共和国宪法.总纲.1982年修订案.第十条
⑧中华人民共和国宪法.总纲.1982年修订案.第十三条
①雷蒙德·史努迪.公益电视.中华传媒网:http://academic.mediachina.net/
②现代经济词典.北京：经济出版社.1990年版
①李飞.名牌王.北京：北京经济出版社,1995年版
②艾丰.名牌战略：振兴民族经济之路——名牌论纲.经济日报,1996年版
③黄国珍.长江日报.1996
④贺劲松,丁锡国.温家宝：个人干一流工作 企业创一流品牌 社会创造一流环境.新华网.2004年6月23日
①姜良芳.电视媒体大型活动策划研究[J].保存地点：曲阜师范大学.2009
②唐洁.论公益类电视活动产品对频道品牌的提升[J].保存地点：中国传媒大学.2009
③于芳.中国慈善公益类电视节目的现状及发展对策研究[J].保存地点：河北大学.2011
①陈兵.媒介品牌论——基于文化与商业契合的核心竞争力培育.中国传媒大学出版社.2008年.第58页
②李岭涛,李德刚,李素艳.TOP10.中国最具网络影响力的电视事件.北京：社会科学文献出版社.2008(6)
①李岭涛,李德刚,李素艳.TOP10.中国最具网络影响力的电视事件.北京：社会科学文献出版社.2008(6).第184页
②李岭涛,李德刚,程文.中国最具网络影响力的十大电视事件(中国电视网络影响力报告.2009).北京：中国广播电视出版社.2009(6)
③唐洁.论公益类电视活动产品对频道品牌的提升.硕士论文,保存地点：中国传媒大学.2009
[1]孙宝国.中国电视新闻节目形态研究[M].北京：新华出版社,2008(12)
[2]张海潮.中国电视节目分类体系[M].北京：中国传媒大学出版社,2007(4)
[3]段鹏.电视品牌战略研究[M].北京：中国传媒大学出版社,2007(6)
[4]黄合水.品牌学概论[M].北京：高等教育出版社,2009(4)
[5]喻国明.变革传媒—解析中国传媒转型问题[M].北京：华夏出版社,2005(1)
[6]张芹,杨尚聘.新闻媒介经营管理[M].武汉：华中师范大学出版社,2009(9)
[7]魏永刚,张小争,韩晓宁.电视节目运营[M].北京：中国传媒大学出版社,2010(2)
[8]袁靖华.媒介愿景论[M].北京：中国传媒大学出版社,2009(5)
[9]尼古拉斯·阿伯克龙比.电视与社会[M].南京：南京大学出版社,2001
[10]靳志伟.南方博弈·全球化语境下的电视竞争策略[M].广州：南方日报出版社,2006(12)
[11][美]大卫·A·艾克、艾里克·乔瑟米塞勒.曾晶译.品牌领导[M].北京：新华出版社,2001
[12]赵淑萍,王银桩.美国电视纵横：美国电视全方位透析[M].北京：华文出版社,1995
[13][美]施拉姆.大众传播媒介与社会发展[M].北京：华夏出版社,1990
[14]郑蔚.中国电视媒体的管理和经营[M].北京：中国广播电视出版社,2006
[15][美]尼葛洛庞帝.数字化生存[M].海南出版社,1997
[16]彭柏林.当代中国公益伦理[M].北京：人民出版社,2010(8)
[17][美]菲利普·科特勒等著.市场营销：分析、计划、执行和控制[M].俞利军译,北京：华夏出版社,2004
[18]秦晖.政府与企业以外的现代化：中西公益事业史比较研究[M].浙江人民出社,1999
[19]陈新民.德国公法学基础理论[M].山东人民出版社,2001
[20]王志升.主流媒体品牌维护的原则与亟待解决的几个问题[J].电视研究,2007(6)
[21]陈兵.文化与商业困境中的电视品牌构建[D].博士学位论文,2005(4)
[22]宋祖华.媒介品牌战略研究[D].博士学位论文,2005(4)
[23]张捷,赵瑜.电视活动的品牌化推广[J].中国广播电视学刊,2007
[24]朱肖肖.文化产品的品牌建设研究[D].硕士论文,2010
[25]罗梦.中国电视公益节目的现状与进路探微[D].硕士论文,2007(4)
[26]李斌.媒介融合背景下电视栏目的品牌塑造[D].硕士论文,2009
[27]唐洁.论公益类电视活动产品对频道品牌的提升[D].硕士论文,2009
[28]金雷磊.凤凰卫视新闻节目传媒市场运作方式研究[D].硕士论文,2007
[29]田瑾.《感动中国》栏目研究[D].硕士论文,2008
[30]高洪波,郭海丽.论公益类电视活动产品的价值[J].现代视听,2007(5)
[31]陈勇.论当前大型电视公益活动的创新[J].电视研究,2007(7)
[32]黄玮.论电视公益活动的传播效应[J].现代视听,2009(12)
[33]沈丹.公益类电视活动产品面临的机遇与挑战_解读中央电视台“共同关注·圆梦行动”[J].新闻界,2008(6)
[34]周甲,温雅.浅析电视媒介的公益活动_以“春暖2007”大型电视公益活动为例[J].声屏世界,2010(1)
[35]任新社.公益性文化品牌的维护与完善[J].社会科学论坛,2010(1)
[36]高洪波.公益类电视活动产品在构建和谐社会中的价值[J].电视研究,2007(7)
[37]秦沈.大型活动是形成电视品牌的催化剂[J].当代电视,2005(7)
[38张春朗,周怡.受众参与的深入与媒体活动的勃兴_从传播学角度分析传媒大型活动的兴起[J].国际新闻界,2006(12)
[39]周建华.《感动中国》品牌策划浅论[J].新闻界,2006(5)
[40]孙金岭.打造中国的精神品牌[EB/OL].央视国际
[41]雷蒙德·史努迪.公益电视是什么?[EB/OL].传媒学术网
[42]Kevin Howley, Community media:people, places,and communication technologies.Cambridge University Press,2005
[43]Aaker, D.A., Mananging Brand Equuity:Capitalizing the Value of a Brand Name, The Free Press,1991
[44]James Bennett, Design fundamentals for new media. Thomson/Delmar Learning,2005
[45]Batra,R., Lehmann, D. R. and Singh, D., Brand Equity and Advertising, Lawrence Erlbaum Associates,1993
[46]Keller,K.L., Strategic brand management:Building, measuring, and managing brand equity, Prentice-Hall,1998
[47]Louis A. Day, Ethics in media communications:cases and controversies. Wadsworth Publishing Company,2006
[48]Malhotra,advertising and media research.Omega Publications,2006
[49]Maria R. Stafford, Ronald J. Faber, Adverstising , promotion, and media.M.E.Sharp,Inc.2005
[50]Norman Medoff, Barbara K. Kaye, Electronic media:then, now, and later. Boston: Pearson/ Allyn and Bacon,2005
[51]Peter Pringle, Michael F Starr, Electronic media management. Focal Press,2006
[52]Aufderheide P. Public service broadcasting in the United State[J].Journal of Media Economics,2009(1)
[53]Allan Brown. Economics, Public Service Broadcasting, and Social Values [J]. Journal of Media Economics,2011(9)
[54]Robert K. Avery and Alan G Stavitsky:The FCC and The Public Interest:A Selective Critique of U.S.Telecommunications Policy-Making, in Public Broadcasting and the Public Interest, edited by Michael P.McCauley, Eric E. Peterson, B. Lee Artz, and Dee Halleck, published by M.E.sharpe.
② Allan Brown. Economics, Public Service Broadcasting, and Social Values [J]. Journal of Media Economics, 2011(9):3-15
③ Robert K. Avery and Alan G Stavitsky:The FCC and The Public Interest:A Selective Critique of U.S.Telecommunications Policy-Making, in Public Broadcasting and the Public Interest, edited by Michael P.McCauley, Eric E. Peterson, B. Lee Artz, and Dee Halleck, published by M.E.sharpe, p.55
① Monroe E. Price and Marc Raboy, Public Service Broadcasting in Transition:A Documentary Reader, New York: Kluwer Law International,2011.p3-4.
②电视公益节目是指以弘扬主流价值观为服务目的和宗旨的电视节日.
①秦晖.政府与企业以外的现代化：中西公益事业史比较研究.浙江人民出版社1999.第168-169页②牛津高阶英汉双解词典《第四四版》.商务印书馆,,牛津大学出版社1999.第1196页
③牛津高阶英汉双解词典《第四版》.商务印书馆,牛津大学出版社1999.第1724页
④陈新民.德国公法学基础理论.山东人民出版社2001.第184页
⑤陈新民.德国公法学基础理论.山东人民出版社2001.第185页
⑥元照英美法词典.法律出版社2003：第1117页
⑦中华人民共和国宪法.总纲.1982年修订案.第十条
⑧中华人民共和国宪法.总纲.1982年修订案.第十三条
①雷蒙德·史努迪.公益电视.中华传媒网:http://academic.mediachina.net/
②现代经济词典.北京：经济出版社.1990年版
①李飞.名牌王.北京：北京经济出版社,1995年版
②艾丰.名牌战略：振兴民族经济之路——名牌论纲.经济日报,1996年版
③黄国珍.长江日报.1996
④贺劲松,丁锡国.温家宝：个人干一流工作 企业创一流品牌 社会创造一流环境.新华网.2004年6月23日
①姜良芳.电视媒体大型活动策划研究[J].保存地点：曲阜师范大学.2009
②唐洁.论公益类电视活动产品对频道品牌的提升[J].保存地点：中国传媒大学.2009
③于芳.中国慈善公益类电视节目的现状及发展对策研究[J].保存地点：河北大学.2011
①陈兵.媒介品牌论——基于文化与商业契合的核心竞争力培育.中国传媒大学出版社.2008年.第58页
②李岭涛,李德刚,李素艳.TOP10.中国最具网络影响力的电视事件.北京：社会科学文献出版社.2008(6)
①李岭涛,李德刚,李素艳.TOP10.中国最具网络影响力的电视事件.北京：社会科学文献出版社.2008(6).第184页
②李岭涛,李德刚,程文.中国最具网络影响力的十大电视事件(中国电视网络影响力报告.2009).北京：中国广播电视出版社.2009(6)
③唐洁.论公益类电视活动产品对频道品牌的提升.硕士论文,保存地点：中国传媒大学.2009
[1]孙宝国.中国电视新闻节目形态研究[M].北京：新华出版社,2008(12)
[2]张海潮.中国电视节目分类体系[M].北京：中国传媒大学出版社,2007(4)
[3]段鹏.电视品牌战略研究[M].北京：中国传媒大学出版社,2007(6)
[4]黄合水.品牌学概论[M].北京：高等教育出版社,2009(4)
[5]喻国明.变革传媒—解析中国传媒转型问题[M].北京：华夏出版社,2005(1)
[6]张芹,杨尚聘.新闻媒介经营管理[M].武汉：华中师范大学出版社,2009(9)
[7]魏永刚,张小争,韩晓宁.电视节目运营[M].北京：中国传媒大学出版社,2010(2)
[8]袁靖华.媒介愿景论[M].北京：中国传媒大学出版社,2009(5)
[9]尼古拉斯·阿伯克龙比.电视与社会[M].南京：南京大学出版社,2001
[10]靳志伟.南方博弈·全球化语境下的电视竞争策略[M].广州：南方日报出版社,2006(12)
[11][美]大卫·A·艾克、艾里克·乔瑟米塞勒.曾晶译.品牌领导[M].北京：新华出版社,2001
[12]赵淑萍,王银桩.美国电视纵横：美国电视全方位透析[M].北京：华文出版社,1995
[13][美]施拉姆.大众传播媒介与社会发展[M].北京：华夏出版社,1990
[14]郑蔚.中国电视媒体的管理和经营[M].北京：中国广播电视出版社,2006
[15][美]尼葛洛庞帝.数字化生存[M].海南出版社,1997
[16]彭柏林.当代中国公益伦理[M].北京：人民出版社,2010(8)
[17][美]菲利普·科特勒等著.市场营销：分析、计划、执行和控制[M].俞利军译,北京：华夏出版社,2004
[18]秦晖.政府与企业以外的现代化：中西公益事业史比较研究[M].浙江人民出社,1999
[19]陈新民.德国公法学基础理论[M].山东人民出版社,2001
[20]王志升.主流媒体品牌维护的原则与亟待解决的几个问题[J].电视研究,2007(6)
[21]陈兵.文化与商业困境中的电视品牌构建[D].博士学位论文,2005(4)
[22]宋祖华.媒介品牌战略研究[D].博士学位论文,2005(4)
[23]张捷,赵瑜.电视活动的品牌化推广[J].中国广播电视学刊,2007
[24]朱肖肖.文化产品的品牌建设研究[D].硕士论文,2010
[25]罗梦.中国电视公益节目的现状与进路探微[D].硕士论文,2007(4)
[26]李斌.媒介融合背景下电视栏目的品牌塑造[D].硕士论文,2009
[27]唐洁.论公益类电视活动产品对频道品牌的提升[D].硕士论文,2009
[28]金雷磊.凤凰卫视新闻节目传媒市场运作方式研究[D].硕士论文,2007
[29]田瑾.《感动中国》栏目研究[D].硕士论文,2008
[30]高洪波,郭海丽.论公益类电视活动产品的价值[J].现代视听,2007(5)
[31]陈勇.论当前大型电视公益活动的创新[J].电视研究,2007(7)
[32]黄玮.论电视公益活动的传播效应[J].现代视听,2009(12)
[33]沈丹.公益类电视活动产品面临的机遇与挑战_解读中央电视台“共同关注·圆梦行动”[J].新闻界,2008(6)
[34]周甲,温雅.浅析电视媒介的公益活动_以“春暖2007”大型电视公益活动为例[J].声屏世界,2010(1)
[35]任新社.公益性文化品牌的维护与完善[J].社会科学论坛,2010(1)
[36]高洪波.公益类电视活动产品在构建和谐社会中的价值[J].电视研究,2007(7)
[37]秦沈.大型活动是形成电视品牌的催化剂[J].当代电视,2005(7)
[38张春朗,周怡.受众参与的深入与媒体活动的勃兴_从传播学角度分析传媒大型活动的兴起[J].国际新闻界,2006(12)
[39]周建华.《感动中国》品牌策划浅论[J].新闻界,2006(5)
[40]孙金岭.打造中国的精神品牌[EB/OL].央视国际
[41]雷蒙德·史努迪.公益电视是什么?[EB/OL].传媒学术网
[42]Kevin Howley, Community media:people, places,and communication technologies.Cambridge University Press,2005
[43]Aaker, D.A., Mananging Brand Equuity:Capitalizing the Value of a Brand Name, The Free Press,1991
[44]James Bennett, Design fundamentals for new media. Thomson/Delmar Learning,2005
[45]Batra,R., Lehmann, D. R. and Singh, D., Brand Equity and Advertising, Lawrence Erlbaum Associates,1993
[46]Keller,K.L., Strategic brand management:Building, measuring, and managing brand equity, Prentice-Hall,1998
[47]Louis A. Day, Ethics in media communications:cases and controversies. Wadsworth Publishing Company,2006
[48]Malhotra,advertising and media research.Omega Publications,2006
[49]Maria R. Stafford, Ronald J. Faber, Adverstising , promotion, and media.M.E.Sharp,Inc.2005
[50]Norman Medoff, Barbara K. Kaye, Electronic media:then, now, and later. Boston: Pearson/ Allyn and Bacon,2005
[51]Peter Pringle, Michael F Starr, Electronic media management. Focal Press,2006
[52]Aufderheide P. Public service broadcasting in the United State[J].Journal of Media Economics,2009(1)
[53]Allan Brown. Economics, Public Service Broadcasting, and Social Values [J]. Journal of Media Economics,2011(9)
[54]Robert K. Avery and Alan G Stavitsky:The FCC and The Public Interest:A Selective Critique of U.S.Telecommunications Policy-Making, in Public Broadcasting and the Public Interest, edited by Michael P.McCauley, Eric E. Peterson, B. Lee Artz, and Dee Halleck, published by M.E.sharpe.