真人秀节目“奔跑吧，兄弟”品牌管理(3)
2.2 Overseas Research
Overseas researches of reality shows’ brand management are mainly focus on practice instead of theories. According to research results on EBSCO, overseas researches of reality show marketing and brand generally focus on two subjects, Media Economics and Media Management. About Media Economics, Albarran. Ian B. elucidates media management in his book Media Economics Research: Methodological Perspectives and areas for Future Development, which made people to think about marketing strategies of TV programs, radios, movies and other medias. About Media Management, Ha, L. studies medium operation which makes use of the internet and points out the future development of medium in his book Webcasting Worldwide: Business Models of an Emerging Global Medium. Apart from marketing researches, Duncan T. and Moriarty S. elucidate how to build brand relationship with consumers, maintain and strengthen brand values for companies in his book Driving Brand Value. What’s more, he points out that an influential and competitive company must integrate its resources to create unique products, marketing strategies for consumers’ demands. In a word, overseas researches of reality shows provide theoretical basis for this thesis.
Chapter Three Methodology
3.1 Questionnaire Survey
A survey about program images of reality show “Hurry up, Brother” in minds of audience was conducted among residents, who live in Nantong Shiliulidun Residential Quarter on 12, April, 2015. Methods of this questionnaire survey are random delivering and home-visiting investigation. The total quantity of questionnaires is 110 and after eliminating unqualified samples, the valid questionnaires are 104. Attached appendix is the questionnaire “Audience Feedback Survey of Hurry up, Brother”. The designing of it was on the basis of six factors of brand positioning: target consumer, consumer psychology, competition advantages, benefit point, purchasing reason and brand personality. Random searching ensures the reliability of data. A questionnaire is a research instrument consisting of a series of questions and other prompts information from respondents. And it has advantages over some other types of surveys in that they are cheap and often has standardized answers that make it simple to compile data. Question 1-3 are designed to get the target audience of “Hurry up, Brother”; question 7, 9, 10, 11 and 13 are designed to analysis audience psychology, reasons for watching and its own ego identification; questions 6 and 8 are designed to get channels of communication for “Hurry up, Brother”. All results of these questions are made into scale drawings as follows.
3.2 Information Retrieval
Information retrieval is the activity of obtaining information resources relevant to an information need from a collection of information resources. Information of “Hurry up, Brother” mainly comes from websites and journal papers on CNKI(China National Knowledge Infrastructure). The main channels for information collection are Baidu, Wikipedia, Official Website of Zhejiang TV State, Official Micro-blog of “Hurry up, Brother”, Official Micro-blog of seven members of “Hurry up, Brother” and journal papers which analyzed reasons for the popularity of “Hurry up, Brother”. Books which are related to marketing and brand management are the theoretical guidance for analyzing brand management of reality show in “Hurry up, Brother”. Data summarization and form analysis are based on these gathered data.