论文部分内容阅读
本文选择著名的电视相亲节目《非诚勿扰》为案例研究,以期发现我国电视相亲节目品牌经营的总体特点及其存在的问题。通过研究发现,我国电视相亲节目已经凸显了品牌化效应,但是这类节目在品牌经营中却存在一个严重的误区:品牌的知名度整体较高,品牌美誉度却较低;同时品牌知名度越高的节目,品牌美誉度反而越低。因而,本文提出构建以公信力为核心的品牌文化来提升相亲类节目的品牌美誉度。
This article selects the famous TV blind date program “You Are the One” as a case study, with a view to discovering the overall characteristics and existing problems of brand management in China’s blind date programs. Through the research, we found that the television blind date program in China has already highlighted the brand effect, but there is a serious misunderstanding in the brand management of this kind of programs: the overall brand awareness is higher and the brand reputation is lower; at the same time, the brand awareness is higher Programs, brand reputation but lower. Therefore, this paper proposes to build a brand culture with credibility as the core to promote brand reputation of blind date programs.