浅谈奢侈品营销策略在电视媒体广告招标中的应用

电视媒体每年的招标会都是来年品牌竞争的一场预告。电视媒体的稀缺资源如何得到最大化的回报,需要运用一些奢侈品营销的策略来经营。     

“忠诚”从何而来？——媒介融合时代电视节目受众粘性影响机制研究

媒介融合时代电视节目能否留住受众,并吸引持续关注该节目,提高受众粘性是电视媒体生存发展的根本。本文基于相关行业成熟量表,对212名电视节目受众进行调查,从社会临场感视角探讨受众粘性的影响机制,实证分析互动感知在其中的中介效应。研究表明,互动感知在社会临场感到受众粘性的影响机制中存在部分中介效应,提升受众社会临场感有助于增强其互动感知,从而更有助于提高受众粘性。     

Metaphors of the future and the power of images in the British TV drama Spooks

Our analysis of metaphors of the future in the British TV drama Spooks is situated within the phenomenon of television as a complex narrative and global media product at the time of the proclaimed war on terror. We claim that the conceptualization of the future is shaped by the notion of the conflicts between civilizations, in which various Others are produced by media and military discourses as a threat to western civilization. The dominant discourses in Spooks involve the manageable future (as a destination and a framework) and the future as judgment and apocalypse (which can be avoided through the process of macro-securitization that relies on predictive analysis and the efforts of competent individuals). We explore the anticipatory aspect of the series since it predicted geopolitical trends such as 7/7, the Ukrainian crises and the negative perception of Russia. Spooks deconstructs the notion of a homogenous Western alliance and exposes the hypocrisy of the war on terror which includes the violation of civil rights. Our analysis suggests that the series has transformative potential by offering alternative future perspectives of the different sides in the conflict.     

US TV networks' response to new technology

The US television networks, so long the dominant force in US broadcasting, have seen their market shares and profits begin to fall as the new telecommunication services increase their penetration rates and fractionalize the viewing audience. In response to this competitive challenge, the networks have increased their offerings of news, bid high prices to retain the rights to professional sports, and decreased their reliance on theatrical movies. More importantly, the networks have themselves expanded into the new technologies in a number of different areas.     

Demand for sex-oriented cable TV in the USA : Community acceptance and obscenity law

This pooled cross-sectional/time series analysis focuses on individual consumer demand for sex-oriented pay cable programming using data obtained from Coaxial Cable in Columbus, OH. The results suggest that adult movies garnered more demand from pay-per-view subscribers than any other type of programme offered, indicating that sex- oriented cable movies has achieved a reasonable degree of community acceptance. These results are not very encouraging for those who would like to see adult content of this type eliminated from cable television.     

Media diversity and communications policy: Impact of VCRs and satellite TV

Videocassettes and satellite-delivered television programmes are having a profound effect on existing communication policies in the world. Set up to protect local media industries and preserve native cultures, communication policies are being threatened by both legal and illegal uses of the VCR and communication satellite. Because the VCR has not been considered a mass medium and the piracy of broadcast signals is illegal, most nations have not accounted for the impact of foreign films and television programmes flooding their borders. A desire for more media diversity is cited as the prime reason for the popularity of the content carried by these new technologies.     

湖南卫视品牌发展策略及启示

湖南卫视自上星以来发展迅速并取得了可喜成就,这与其在品牌定位、营销、人才等方面采取的既定品牌策略密切相关,为中国文化产业中品牌发展树立了榜样;当然,湖南卫视的发展过程中也存在着为数不少的问题与不足亟需解决。笔者对湖南卫视品牌策略及现存问题进行了分析,希望能对处于起步阶段的中国文化产业有所借鉴与启示。     

电视机反激式开关电源中的准谐振变换设计

基于反激式开关电源准谐振变换器的工作原理，本文讨论了一种确定电源主要设计参数的实用方法，介绍了在电视机反激式开关电源中实现准谐振变换的集成电路设计方法，给出了准谐振变换的分立元件设计方法。     

论中国电视娱乐节目的困境与出路

电视娱乐传播的流行已成为世界性的风潮,与此同时,娱乐遮蔽了电视的文化认知功能、教育功能和审美功能。中国电视娱乐节目经过十余年的发展走进了“娱乐至上”的怪圈,对“快感”的追求替代了对“美感”的追求。娱乐节目文化内涵的缺乏以及创新能力的不足使得娱乐传播陷入困境。中国电视娱乐传播只有坚守文化品格,以人为本,通过创新传播策略,打造健康向上的“绿色娱乐”空间,方能走出困境。文章运用传播学、文化学的理论把脉中国的电视娱乐传播,从学理到实践,从宏观到微观,为中国电视娱乐传播的发展求解。