基于受众环境变化的广播媒体品牌研究

华中科技大学硕士学位论文基于受众环境变化的广播媒体品牌研究姓名：黄双子申请学位级别：硕士专业：传播学指导教师：余明阳20080601IVVAbstractWiththedevelopmentofthetelevisionmediaandotheremergingmedia,thebroadcastmediahasbeentoughchallengedinrecentyears.Howtodevelopthebroadcastmediashouldbecomethemostimportantissueinfrontofallradiopractitioners.Thisarticlestartswiththecharacteristicsofbroadcastmedia,elaboratesthebroadcastmediaofthedevelopmentandthestatus.Andfromtherequirementsofthetimes,mediacompetition,modeoftransmission,managementconceptsandpsychologicaloftheaudienceclarifytheimportanceandnecessityofbranding.Throughanalysis,thataudienceremainsthekeyofbroadcastingbranding.Thearticleinthemediaecologyandenvironmentofthemediaasatheoreticalbasistodefinetheconceptoftheaudienceenvironmentandthemediafrombroadcastingitsowncharacteristics,materialandculturalconditionsintheareasofthebroadcastmediaaudienceenvironmentalchangesandthereasonsfortheaudienceenvironmentalchangeSomeofperformance,basedontheactualsituationofChina'smediamarketbytheaudienceandbroadcastmedia,interactivemodel.Finally,theaudiencebasedonthevariouschangesintheenvironment,summedupthebrand-buildingapproachofbroadcastmedia.Thearticlemadeinnovativeresearchinthefourareas.Andputforwardsuggestionsintheinnovationoftheaudiencerelationshipandtheestablishmentofindependentprofessionalaudienceresearchinstitutions.Keywords:BroadcastmediaAudienceenvironmentAudienceProductsBrandingIII711.1200781.291.2.11.2.21.2.3·M.2007P1101.2.41.32005111213141522.1vs·M.2007162.22.2.1200702172.2.22.2.3,2005P10182.2.4——“”“”——200508192.2.52.3202.3.12.3.2,2003P25212.3.3222.3.4232433.12007.1253.23.2.1263.2.2273.2.33.33.3.1200528“”2006.12293.3.2303.3.3313.3.42007——2007——323.120072007——333.22007%3.42007——3435363744.14.1.1384.1.239404.241424.343444.4454.4.14.4.24.4.3464.54.5.14.5.2474.5.34.5.4484955.1505.25.2.15.2.2515253[1]2005[2]2005[3]2005[4]2005[5]2005[6]200509[7]2006[8]200506[9]—“”[10][11],2007[12],2005[13],1999[14],,2004[15],,2004[16],,2004[17],,2004[18],,2004[19],:,2004[20],2003[21],1999[22],,200654[23],,2006[24],,2005[25],,2006[26]()·,·,2005[27]()·,·,2005[28]()·,·,2005[29]()·,2003[30]()G.,F.,W.:,2004[31]EricVanstrom.NewMediaandPopularImagination:LaunchingRadio,Television,andDigitalMediaintheUnitedStates.FilmQuarterly.Berkeley:Summer2007.Vol.60,Iss.4;pg.82[32]GeoffeyC·Nicholson.KeepingInnovationAlive.ResearchTechnologyManagement.2003.(6):27-32[33]David.TheVisiblehand:Money,market,andmediaevolution,Journalism.MassCommunicationQuarterly.1998.(4):26-31[34]OliverandOhlbaum,.theEuropeanbroadcasting.InternationalMedia.2002.(3):18-24[35]StacySpaulding.DIDWOMENLISTENTONEWS?ACRITICALEXAMINATIONOFLANDMARKRADIOAUDIENCERESEARCH.JournalismandMassCommunicationQuarterly.Columbia:Spring2005.Vol.82,Iss.1;pg.44,18pgs[36]WilliamGMayer.Whytalkradioisconservative.PublicInterest.Washington:Summer2004.p.86[37]ColinFraser,SoniaRestrepo-Estrada.CommunityRadioforChangeandDevelopment.Development.Houndmills:Dec2002.Vol.45,Iss.4;p.69[38]JudithHepburnBlank.Whenmoneytalk,shouldpublicradiolisten?ColumbiaJournalismReview.NewYork:May/Jun2001.Vol.40,Iss.1;p.7455[39]KyleConway.VelvetLightTrap.OnLocation:Canada'sTelevisionIndustryinaGlobalMarket.Austin:Fall2006.Iss.58;pg.79[40]ColinGrimshaw.Marketing.Turnon,tunein-thenwhat?London:Oct27,2004.p.17基于受众环境变化的广播媒体品牌研究作者：黄双子学位授予单位：华中科技大学本文读者也读过(7条)1.陈竞.李宏杰参与性广播节目的受众心理分析[期刊论文]-青年记者2009(15)2.陈可福建音乐广播受众定位及分析方法——从整合营销传播的角度分析[期刊论文]-东南传播2009(6)3.袁小鹭新时期广播媒体品牌建设研究——以深圳广播电台为例[学位论文]20084.卢科键交通广播品牌运营与缺失——以重庆交通广播为例[学位论文]20105.刘辉浅论近期中国广播业的发展[学位论文]20086.田野对广播与受众交互构造关系的新理解[期刊论文]-新闻前哨2010(4)7.张辉城市广播受众细分与节目创新研究[学位论文]2005本文链接：