电视栏目策划毕业论文

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Positioning of new brands in an experiment Vera Hofer·Klaus Ladner Abstract This paper deals with an experimental investigation of positioning new this purpose,a management game was carried out with stu- brands introduced in the cause of the game were analysed in respect to their positions in a two-dimensional feature try to find out which of the two strategies,niche policy and imitation,is more frequently used in complex decision situations and if there is a difference in , we want to find out,whether differences of prices and advertising exist in our experiment depending on the positioning strategy used. Keywords Product differentiation·Heterogeneous oligopoly·Imitation· Niche policy·Complex decision situation 1 Introduction Brand positioning aims at firms’designing their range of products such that their products occupy a specific place in consumer awareness(Kotler and Bliemel 1995,).The term product positioning is not used unambiguously in the literature(Hüttel 1998,).Some authors see product positioning as the determination of the respective marketing mixes, of all sales (B)· Department of Statistics and Operations Research, Karl-Franzens-Universit?t Graz, Universit?tsstra?e 15,8010 Graz,Austria e-mail: e-mail: decisions( literature in Hüttel 1998,).In the present paper,the term positioning is used to mean the determination of specific product features. The possibility of different brand positioning only arises in a heterogeneous such markets brand positioning leads to some extent of product distinguishes between horizontal and vertical prod- uct differentiation,depending on whether there is a ranking among consumers based on their willingness to pay for the product(Mangani and Patelli 2001). Horizontal product differentiation is characterized by everyone’s preferring a different product given equal prices,and it is normally associated with the presence of product are vertically differentiated when all consumers choose the same product given equal of horizontal product differentiation are the models by Hotelling(1929)and D’Aspremont et al.(1979).Among others,vertical product differentiation is considered by Mussa and Rosen(1978)and Shaked and Sutton(1982). Depending on the extent to which firms exhaust the possibility of different brand positioning,a higher or lower degree of product differentiation results. Theoretical studies try to find out the equilibrium degree of product differen- ‘principle of differentiation’, or minimum differentiation cannot be derived from the literature(Brenner 2001;Egli 2005). Rather,the amount of differentiation depends on several parameters of the market structure,such as the possibility of discriminatory pricing and price- matching,demand elasticity,the number of firms,existence of advertising tools, the shape of transport costs,the concentration of consumers in the centre of the market and a firm’s uncertainty regarding the heterogeneity of consumers’ preferences concerning a further dimension of product characteristics(Brenner 2001). Theoretical predictions of firms’decision behaviour in a context of multidi- mensional product differentiation are difficult to test empirically,because of the lack of data and agree among researchers about how to measure vertical and horizontal product order to fill this gap,experimental stud- ies on product differentiation were carried out recently(Mangani and Patelli 2001). The experiments of Brown-Kurse et al.(1993)and Collins and Sherstyuk (2000)deal with spatial differentiation without price competition of two or three firms, et al.(2000)investigates product differen- tiation and price competition in a discrete version of the Hotelling ía- Gallego and Georgantzís(2001)consider multiproduct firms in a symmetric differentiated oligopoly market with uncertainty to test the predictive power of Bertrand–Nash and Thisse(1998)considered multidimen- sional horizontal product further experiment by Mangani and Patelli(2001)was based on their model,but simplified to only two continuous, horizontal studies try to find out if there is a maximum or minimum and Patelli(2001)investigate the relation between product differentiation and are exper- iments considering not only the sellers’behaviour but also the consumers’.Positioning of new brands in an experiment 437 Camacho-Cuena et al.(2005)investigate spatial product differentiation with endogenous prices in a discrete version of Hotelling’s linear market. In the present paper,we investigate product differentiation in a two- dimensional,horizontal product firms can offer several products differing with regard to two discrete taste characteristics,graininess and tart- product differentiation is possible by means of advertising and wrapping in our our dynamic oligopoly mar- ket there is price competition,and uncertainty as to a lack of information on the demand structure. In contrast to other experiments,we investigate a very complex decision values of several determinants of product differentiation as men- tioned before Brenner(2001)are mainly dependent on the particular decision situations in the course of the game, the decision behaviour of the par- instance,demand elasticity is determined not only by the price of a brand but also by other firms’decisions that cannot be predicted,and by various this,the market model is so complex that the participants are not capable of recognizing the values of the determinants of product shown in Hofer and Ladner(2005,),the underlying structure of demand was not to many factors influencing the economic success of a brand,the incentives for posi- tioning brands according to a higher or lower degree of differentiation are not such a complex model in which the participants are left with a lack of knowledge concerning the economically reasonable degree of product differentiation,we investigate various product positioning strategies for intro- ducing new express different degrees of product differentiation. In addition,we analyse the interrelation between these positioning strategies and the decisions with regard to vertical product dimensions and par- ticular we are interested,whether product differentiation is seen as a means of relaxing price competition. The question of how to position brands is not only important when intro- ducing a new brand(first positioning).It is also of relevance for existing brands when enlarging one’s own market potential or when differentiating a brand from its competitors by repositioning(Trommsdorf 2002,).Trommsdorf mentions two main positioning concepts(Trommsdorf 2002,):market exhaustion, of brands in the centre of the consumers’ideal con- ceptions or in a potent market segment,and differentiation, of brands as far away from competitive brands as (1999, )remarks that in the literature placing products in niches is presented as the main idea for optimal product positioning,even though there may possi- bly be only few consumers available in such a addition,studies have shown that the strategy of imitation of successful behaviour,a strategy that is not attributable to one of Trommsdorf’s categories,is often observed in complex decision situations and can be economically successful(Pingle and Day 1996; Schewe 2002;Schipper 2002).However,imitation depends more on watching the competitors than watching the consumers. In this paper,we investigate three types of positioning strategies: policy exhaustion For this purpose we consider four positioning strategies,developed by Reinfeldt(1972):one strategy representing imitation,two strategies represent- ing niche policy and one strategy representing market the present study,we try to answer the questions:

“2019全国新闻专业毕业设计研究论坛”于4月26日-27日在深圳大学举行，来自全国63所院校的近百位专家和教师代表出席论坛并全程观摩了深大今年的新闻专业毕业设计答辩。深圳大学早在1997年就在全国率先启动部分专业以毕业设计加个人研究报告取代毕业论文的本科教育改革，并从2009年起推广至新闻专业，这一举措使得深大新闻专业教育走在了全国前列，目前这一经验现已被全国数十所高校借鉴采纳。本科毕业，是采用毕业论文还是毕业设计的形式？对于不同的学科专业有不同的选择。对于新闻传播学，日前笔者在谭天论道公众号里作了一个小调查：赞成毕业论文的14%；赞成毕业设计的话7%；赞成两者都可选的49%。既然大多数人都喜欢毕业设计，那么为什么目前大多数新闻院系还是沿用毕业论文这种方式呢？是习惯性思维使然？还是毕设难度更大？在此，笔者试图作一些分析。毕业论文是指高等学校（或某些专业）为对本科学生集中进行科学研究训练而要求学生在毕业前撰写的论文。面对本科生学术训练水平相对较低，加上目前论文抄袭告假成风的窘境，作为本科生毕业论文指导老师也颇为无奈。诚然，本科生处于思维极为活跃的年龄，有的同学也确实能写出不少的论文。我就指导过好几篇本科优秀毕业论文，有的还发表在学术期刊。我有一个研究生的本科毕业论文还发表在《新闻与传播研究》，不过是与她的导师合作。然而，对于大多数新闻传播学生，本科毕业论文其实有点像鸡肋，食之无味，弃之可惜。是毕业论文还是毕业设计？是毕业论文还是毕业设计？毕业论文也叫学位论文，学位论文是作者为获得某种学位而撰写的研究报告或科学论文。论文只是其中一种形式，新闻传播学是一门应用性很强的学科，基于调查研究（或其他形式）基础上的研究报告也是一种不错的形式，也能考查学生本科阶段学习所达到的学业水平。那么，为什么绝大多数学校还是选择毕业论文呢？我想无非是几种原因，一是省事，尤其现在有了知网，抄抄拼拼的纸上谈兵相对要容易些；二是习惯使然，我们的老师从研究生到博士生，大多受到较好的论文写作训练，指导论文写作轻车熟路。还有一个重要原因就是毕业设计指导的难度其实更大一些。首先毕业设计需要成本，我曾问过深大的老师，对毕业设计的资金投入，他们是三个一点：学生自费、众筹、学院补贴一点。虽然费用不算大，但对于经济欠发达地区的学校还是一笔负担。但我觉得这还不是最主要的，钱少有钱少的做法。其次，对于老师来讲，其实更具挑战性。这不仅对于学生，而且对于老师都需要走出书斋，走进社会实践的大课堂，去探究更为复杂的大千世界。其实，这更能考验新闻教育和本科教学的成效。遗憾的是我没有指导过毕业设计，但我做过考试改革的实验。我在《电视节目策划》课程教学的考试中，采取把为电视台栏目做策划方案作为考试方式，这是一个仿真度极高的实战考试，考官是来自电视台的总监和监制。刚开始，同学们呱呱叫，做过之后直呼“爽”，都说学到更多真正有用的东西，收获特别大。这与毕业设计是一个道理，但这需要学校和老师给学生提供更多的社会资源以及智力、财力和物力支持。是毕业论文还是毕业设计？是毕业论文还是毕业设计？其实已有不少学校开始将本科毕业论文改为毕业设计，上图就是暨南大学广播电视毕业设计答辩现场。不过，许多的毕业设计采取的是个人独立完成。而深圳大学则是以团队形式来完成，毕竟人多力量大，集体智慧的成果也会大一些。不能说谁更好，各有利弊，前者强调独立思考单兵作战能力，后者侧重协作分工，集体完成但独立撰写研究报告。我认为无论是组织形式还是毕设形式都可以进行新的尝试，目的都在提高毕业教学水平。既要完成毕业设计还要写研究报告，可能有些人认为对于新闻传播学来说是不是要求太高了？还是指导论文省事一些。网上有个学生告诉我：我学水利，主要做毕设。要出一份文献综述，一份论文，一套毕设（含四份A1设计含可研，60-100页设计说明，50-60页计算书）。我们还是个二本院校，使尽了洪荒之力。花了一学期还得延期答辩。看看人家工科！如果要求不高，训练不足，新闻传播学毕业生的竞争力何在？其实制约开展本科毕业设计最根本的原因还是新闻教学教育改革的决心和力度，这一点我们要向深圳大学学习。我的意见是对于大多数新闻院系，应以毕业设计为主，毕业论文为辅，对于哪些打算考研的同学可以选择毕业论文。我认为目前对于许多学校来说，勇敢的迈出第一步很重要。我认为以毕业设计代替毕业论文，不管困难再大，还是要上路。看到深大哪些很有价值的毕设选题，我感觉这是学生的兴趣，也是老师的作为；这是时代的要求，也是专业发展的希望所在。