主持人明星化现象研究+文献综述
关键词：主持人明星化；优势；误区；策略
The Research on Star Mastering Ceremony in TV Program
Abstract ：Star mastering ceremony in TV program is an effective measure to promote program popularity and audience rating, also the organic component of program branding strategy. Therefore, to some extent, star mastering ceremony in TV program is one of the measurement standards to judge whether the program brand is successful or not. The strategy of star mastering ceremony in TV program can highlight the image positioning of program brand, form ceremony master’s inpidually unique style, enhance program popularity and brand loyalty, and thus realize win-win effect for both master of ceremony and the program. However, there are some misunderstandings for star mastering ceremony in TV program; for example, well-known ceremony masters are restricted within program concerned, which will surely break the balance of ceremony master and the program. Starting from the origin and development of star mastering ceremony in TV program in China, the author analyzes the advantages and disadvantages of star mastering ceremony in TV program in different aspects and proposes some practical solutions to deal with the disadvantages, for example, how to cultivate their own star master of ceremony as planned; how to select suitable star master of ceremony for their own program brand; and how to deal with the balance of star master of ceremony and program brand. Meanwhile, the author also explores how the TV station deals with the relationship of star master of ceremony and the program when carrying out strategy of star mastering ceremony in TV program through the research on relationship between star master of ceremony and famous brand program so as to maintain audience loyalty to stand out in the severe media competition.
Keywords: star mastering ceremony in TV program; advantages; misunderstandings; strategy
目 录
摘 要 1
Abstract. 1
一、主持人明星化的发展背景 2
（一）主持人明星化的起源 2
（二）主持人明星化在中国的发展 3
二、主持人明星化的优势 4
（一）凸显栏目的品牌形象定位 4
（二）主持人与栏目实现互利共赢 4
（三）形成主持人的独特风格和特色 5
（四）提高栏目知名度和品牌忠诚度 5
三、主持人明星化在运用中存在的误区 6
（一）重引进外援，轻自己培养 6
（二）明星主持人与栏目品牌形象不协调 6
（三）多档相似栏目启用同一主持人 7