分众时代电视节目主持人品牌化经营

TV Hosts' Brand Management in Demassification Age

分众时代电视节目主持人品牌化是填补社会信息鸿沟的助推器,是栏目品牌的打造者和宣传员,能实现媒介品牌价值与经营利润的提升。在主持人品牌化经营中,应采取以下策略,一是建立主持人中心制,强化主持人在节目生产链中的作用,二是把握主持人品牌形象特点,打造深入人心的个性品牌形象,三是提升传播的文化张力,实现主持人的品牌价值,四是实施主持人品牌营销,打造明星主持人。同时应注意结合宣传手段,强化主持人品牌的生命周期,主持人品牌的适度延伸,做好主持人形象的反馈与评价工作等问题。

In demassification age, TV host branding helps fill the social information gap, create and advocate colunms brands, and achieve and promote media brand values and their profit. While managing the host brand, the following strategies should be taken： first, establish the host center system strengthening his or her leading role in the program＇s production chain; then grasp the characteristics of a host＇s brand image, making the brand well rooted; next realize the host brand＇s value by expanding the cultural tension; later market the host brand and create host star. At the same time attention should be given to the means of publicity, the life span of host brand, the moderate extension of the brand, the image feedback and the evaluation of the host etc.