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论文编号：	2141
作者编号：	2120051922
上传时间：	2010/4/28 14:49:58
中文题目：	受众视角的电视媒体品牌接触点内容归纳与管理策略研究
英文题目：	Brand Perceived Service Quality TV Media
指导老师：	白长虹
中文关键字：	品牌 感知服务质量 电视媒体
英文关键字：	Brand Perceived Service Quality TV Media
中文摘要：	随着电视媒体品牌竞争时代的来临，品牌建设已经成为电视媒体的中心任务，而品牌接触点管理是一种有效的品牌建设策略。电视媒体品牌接触点是电视媒体向受众传递信息的途径，对于当代的电视媒体品牌来说，受众认可对于电视媒体品牌的建设是非常重要的，品牌接触点也已经不只局限于电视节目了。因此在新的时代背景下，从受众的角度出发，归纳出电视媒体品牌接触点的内容，并能够有效的管理这些接触点，必将有效的促进电视媒体品牌的品牌建设，具有一定的理论借鉴和实际指导意义。 论文对受众视角的电视媒体品牌接触点内容归纳和管理策略研究的论述，主要是从三个部分展开的。首先，采用归纳法归纳了服务品牌接触点的内容，并在充分分析电视媒体特点的基础上，归纳了受众视角的电视媒体品牌接触点的内容，这是本文的创新点，也是电视媒体品牌接触点管理策略研究的基础。其次，论述了电视媒体品牌接触点如何传递受众感知服务质量，并利用服务利润链、服务质量等理论分析了影响电视媒体品牌接触点传递受众感知服务质量的因素，包括四个内部因素和一个外部因素。 最后，论文根据电视媒体品牌接触点的内容以及影响电视媒体品牌接触点传递受众感知服务质量的因素，论述了受众视角的电视媒体品牌接触点管理策略，从战略和战术两个层面制定相应的策略，包括制定以受众为中心的战略目标、利用内部营销策略塑造员工、确立以受众为中心的电视节目管理思路、正确传递承诺和引导受众行为以及加强利益相关者的管理五个策略，这五个策略可以有效的管理接触点，最终促进电视媒体品牌建设。
英文摘要：	As the approaching of the time when the TV media competition arises, brand building is becoming the major task for TV Media, with the brand contact point (BCP) management as an effective branding strategy. TV media BCP is a way of delivering information from the media to the audience. For most contemporary TV media brand, BCP is not confined to TV programme but extend its content to other forms. Therefore, in this new era, inducing the content of the TV media BCP and keeping them in effective control will stimulate the brand building in TV media and thus has great theoretical and practical significance. Based on the content of audience perceived TV media BCP and its strategies of management, this paper amounts to three parts to discuss. First, it summarizes the content of service BCP with the adoption of induction, and further explores the content of audience perceived TV media BCP after analyzing on the characteristics of TV media. It serves as the innovation part and an preliminary to research on management strategies of TV media BCP. Second, it gives an fully description on the way of delivering audience perceived service quality. With the service profit chain theory and service quality theory, etc. employed, it also discusses the factors that influence the audience perceived service quality of TV media BCP, including four internal factors and one external factor. Third, based on the discussion of previous parts, this paper presents a series of strategies, namely strategy of management on audience perceived TV media BCP, strategies established form both tactics and strategies perspectives which includes setting up strategy, emphasizing internal marketing, establishing audience-based programme management track, delivering promise and guiding audience, enhancing the monument on the relationship among the concerned. The strategies directs the BCP in an effective way and thus promotes the brand building of TV media.
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