《春节联欢晚会》的认同建构和品牌传播策略研究
Research on Identity Construction and Brand Communication Strategy of the Spring Festival Gala
梁丹1
作者信息
- 1. 辽宁广播电视台,辽宁 沈阳 110820
- 折叠
摘要
《春节联欢晚会》作为一项标志性文化产品,已经成为亿万中国人在春节期间享受的文化盛宴.自诞生以来,《春节联欢晚会》不断助力文化传承和价值塑造,其中所蕴含的集体记忆与情感也促成一种仪式性的活动,更好地塑造了历年春节的文化情感,在品牌传播和市场营销方面取得巨大成功.主要从文化、社会、品牌和受众4个角度对《春节联欢晚会》的认同建构进行深入剖析,并对品牌传播策略进行全面梳理,以期为其他电视媒体营销和品牌建设提供有益的借鉴和启示.
Abstract
As a landmark cultural product,the Spring Festival Gala has become a cultural feast enjoyed by hundreds of millions of Chinese during the Spring Festival.Since its birth,the Spring Festival Gala has continuously contributed to cultural inheritance and value shaping,and the collective memories and emotions embedded in it have contributed to a ceremonial activity that has better shaped the cultural emotions of the Spring Festival over the years,and has a-chieved great success in brand communication and marketing.We analyze the identity construc-tion of the Spring Festival Gala from four perspectives:culture,society,brand and audience,and sort out the brand communication strategy comprehensively,in order to provide useful refer-ence and inspiration for the marketing and brand building of other TV media.
关键词
春节联欢晚会/认同建构/品牌传播Key words
spring festival gala/identity construction/brand communication引用本文复制引用
出版年
2023
NETL
NSTL
维普
万方数据