III
ACKNOWLEDGEMENTS
This paper is completed under the patient guidance of mentor Yuan Denghua. Four
years of graduate study life, Mentor Yuan Denghua deeply affected me by his
profound knowledge, rigorous academic attitude, and diligent work style. This thesis
has encountered many problems from topic selection, opening to finalization. The
architecture has been adjusted many times, but fortunately, Professor Yuan has been
giving me timely guidance. In the process of preparation and writing the paper, I have
also experienced fertility, job changing and other important nodes in life, which
leading directly to the dragged on of graduation. However, during these years,
Professor Yuan had not only given me up, but also concerned about my paper progress
and continued to give directions. It can be said that the paper made painstaking efforts
by my mentor. That’s why I really want to express the highly respect and heartfelt
thanks to my mentor Professor Yuan!
Time rush as water flowing by, in the twinkling of an eye, it is time to graduate.
Recall four years ago, I was a young girl in a TV station. Now, I have grown into a
mature, optimistic and positive middle-aged woman. I really want to thanks for the
help of my family, friends, teachers and classmates in these three years. Friendships in
13C accompany me went through those days of hard work and accompany me to find
a better me.
About to graduate, I would also like to thank my almamater, Guangdong University
of Foreign Studies. Thanks for giving me the solid undergraduate knowledge years
ago and now once again giving me a palace of MBA learning center to learn and
improve. Thanks for giving me the chance to meet new friends and start a new life.
In the end, I’d like to be grateful to all the people who have cared about and helped
me. Thank you very much!
IV
ABSTRACT
Brand, a name, a symbol and an integrated system of designs, is aimed to identify a
seller's products and services, to distinguish one product from others, so as to obtain
the trust and continuous attention of the consumers.
The TV programs, even TV channels, are in the diversified competition environment
which branding becoming a core. Therefore, the theory and methods of the brand
strategy which has been widely used in the study of enterprise competition, is helpful
in understanding TV market development.
Based on this, this study especially select a television character feature program
“Business Legends in Shunde” as a specific case to analyze the road to build a
successful TV program brand, using the relevant knowledge of brand science,
marketing and combining the theory of medium communication sciences. Meanwhile,
this study reveals the shortages in the progress of TV program branding. It also
verifies the practical significance of TV program brand building in the concretely
analyses of living examples and come up with some advices.
The paper is divided into six chapters to discuss in detail. The first chapter is the
introduction. In this part, the writer sorts out the social and industrial background of
the research, and make clear the purpose and the three important meaning of the study
and the Journals reviewed. The second chapter collates relevant concepts about the
topic. The third chapter introduces the case, the county level TV station figures
programs Business Legends in Shunde, analyzes the market environment of the
program, the brand positioning strategies they used and the three big problems they
faced in the early launch period. The fourth chapter put forward the analysis of the
problems and the strategy adjustments to solve the problems. In the fifth chapter, the
author analyses the survey results and program data changes, to evaluate the
effectiveness of the strategies and puts forward some suggestions. The last chapter
summarizes the concept and key points in the thesis, the limitations of the study and
proposes the prospect for future research.
Keywords: brand positioning, brand maintenance, brand extension, “Business
Legends in Shunde”
V
摘要
品牌是一种名称、符号和设计的综合体系，其目的在于辨识某个卖方的产品
和服务。电视节目的竞争，与产品或企业的竞争一样，也已经进入了以品牌为核
心的差异化竞争阶段。因而，在审视、分析电视市场竞争中，引入在企业竞争研
究中已经广为应用的品牌化策略的理论和方法，有助于深入理解电视市场发展，
提升电视台、电视频道的市场竞争力
基于此，本文重点选取佛山电视台顺德频道人物访谈节目《顺商传奇》作为
具体案例，借助品牌学、营销学相关理论，结合电视媒介传播学的相关知识，从
品牌的定位、维护、延伸等方面深入细致分析电视栏目品牌塑造的成功之路，同
时也揭示了电视节目在品牌化过程中的一些不足之处，在实例的具体分析中印证
电视节目品牌塑造的现实意义，同时也提出了一些品牌塑造的建议
论文一共分为六章加以详细论述，第一章绪论部分首先对研究的社会行业背
景作梳理交待，明确研究的目的和意义交代研究的思路与方法，文献综述以及论
文的逻辑结构。第二章，梳理与品牌和电视栏目品牌相关的概念。理解电视栏目
品牌作为一种媒介品牌，具有强烈的社会属性、较强的区域性，但是稳定性较弱
为下文的具体分析提供理论支撑
第三章案例描述，县级台的人物专题节目《顺商传奇》，介绍了该节目的市
场环境和受众群体，采取的品牌定位策略，列出其在栏目品牌化过程中存在的三
大问题
第四章根据案例以及面临问题的描述，基于理论引导，结合具体情况分析问
题出现的原因。研究栏目在品牌定位、品牌维护和品牌延伸三个方面的措施，并
对这些措施进行成功经验的归纳、总结
第五章通过对受众以及采访对象进行专项调查，分析调查结果及节目收视数
据变化，判断该栏目品牌化策略实施的效果，并对电视节目品牌战略未来发展提
出建议
第六章归纳了通过电视栏目《顺商传奇》得到的品牌塑造的理念关键点与启
示，总结了研究的局限和不足，并对未来的研究发展提出展望
关键词：品牌定位，品牌维护，品牌延伸，《顺商传奇》
VI
TABLE OF CONTENTS
独创性声明........ I
学位论文版权使用授权书........ I
DEED OF DECLARATION ..... II
ACKNOWLEDGEMENTS ..... III
ABSTRACT ..... IV
摘要... V
TABLE OF CONTENTS ......... VI
目录.. IX
LIST OF TABLES ..... XII
表目录........... XIII
LIST OF FIGURES .. XIV
图目录 XV
Chapter One: Introduction ......... 1
1.1 The social and industrial background of the study .. 1
1.2 The purpose and significance of the study .. 3
1.2.1 Greater social benefits .. 5
1.2.2 Greater economic benefits ........ 5
1.2.3 Make the brand effect continue to stack ........... 6
1.3 Research framework and methods .. 7
1.4 Logical construction of the paper .... 9
Chapter Two: Literature Review .......... 10
2.1 Status quo of foreign research ....... 10
2.2 Status quo of domestic research .... 12
2.3 The concept of brand ......... 14
2.3.1 The connotation of TV column branding ....... 15
2.4 The characteristics of TV column branding .......... 17
2.4.1 Strong social attribute17
2.4.2 Weak brand stability ... 18
2.4.3 Strong regional characteristics ........... 18
2.5 The connotation of brand positioning ....... 19
Chapter Three: Case Description ......... 21
3.1 Televised documentary Business Legends in Shunde .... 21
3.1.1 Regional Environment of the case ..... 22。