1. Student's full name: Hoang Thi To Quyen: 2. Gender...Female…………
3. Date of birth: July 28, 1998
4. Place of birth: Quang Ninh
5. Decision on recognition of students No. 1811/QD-XHNV, September 8, 2021 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in training process: None
7. Thesis topic: Building and developing the brand of VTV24 News Center (Vietnam Television)
8. Major: Journalism and Media Management; Code: Pilot
9. Scientific instructor: Dr. Nguyen Minh Hai, College of Television, Vietnam Television Station
10. Summary of thesis results:
The topic of the thesis belongs to the field of Journalism, specializing in Journalism and Communication Management. Therefore, the thesis inherits the theory of brand, media brand and uses the theory of press, media - the theory of use and satisfaction to build research indicators. Based on the theories of previous scholars, the thesis has researched and proposed a theoretical framework for building and developing the brand of the News Center; surveyed the activities of building and developing the brand of VTV24 News Center, analyzed and clarified the successes and limitations of this activity, and proposed a number of solutions to improve the effectiveness of building and developing the brand of VTV24 News Center.
Through the research results of the thesis, it can be seen that VTV24 News Center is a strong brand of Vietnam Television, contributing to the brand of VTV - a socio-political organization, but also a special product, whether it wants it or not, it still has to follow the market rules and the rules of competition. However, the news center still contains its own unique attributes. VTV24's products still have to follow the principles and purposes of VTV. Therefore, VTV24 News Center needs to both carry out the political tasks of Vietnam Television and create different values for its brand, suitable for the needs of the modern public.
VTV24 has successfully built a multi-platform brand and created different values, having a great influence on the public nationwide. That is to create differences in content, the identity image is designed to be synchronous, easy to recognize, create a successful personal brand and make the most effective use of the platforms. VTV24 has also shown other press brands that building a multi-platform ecosystem is inevitable today, focusing on building the image of employees is also an important strategy when positioning the brand in the public's mind.
However, VTV24 still faces limitations due to the weak context and strategy, especially in public relations when dealing with media crises. Therefore, crisis management strategy in the process of building and developing the brand is a serious task that VTV24 has not really focused on. In addition, VTV24 needs to further strengthen content censorship, effectively integrate modern media language while still maintaining the identity of a national news brand with the public. To effectively implement these issues, the administrative apparatus should also be unified to avoid difficulties in strategic direction.
11. Practical applicability: Using the theoretical framework when implementing a strategy to build and develop a brand for a press agency in the current social context.
12. Further research directions: None
13. Published works related to the thesis: None
(list projects in chronological order if available)
INFORMATION ON MASTER'S THESIS
1. Full name: Hoang Thi To Quyen 2. Sex: female
3. Date of birth: July 28, 1998 4. Place of birth: Quang Ninh
5. Admission decision number: 1811/QD-XHNV. Dated September 8, 2021
6. Changes in academic process:
7. Official thesis title: No change
8. Major: Jounalism 9. Code: THI DIEM
10. Supervisors: Dr. Nguyen Minh Hai, College of Television, Vietnam Television Station.
11. Summary of the findings of the thesis:
The topic of the thesis is in the field of Journalism research, majoring in Press and Media Management. Therefore, the thesis inherits the theory of brands and media brands and uses the theory of journalism, communication - theory of use and satisfaction to build research indicators. On the basis of theories of previous scholars, the thesis has researched and proposed a theoretical framework for building and developing the News Center brand; investigate the brand building and development activities of VTV24 News Center, analyze and clarify the successes and limitations of this activity, and propose some solutions to improve the efficiency of construction activities and brand development of VTV24 News Center.
Through the research results of the thesis, it can be seen that VTV24 News Center is a strong brand of Vietnam Television Station, contributing to the brand of VTV - a socio-political organization, but also a Special products and goods. Whether they like it or not, must still comply with market rules and competition rules. However, news centers still contain distinct attributes. VTV24's products still have to comply with VTV's principles and purposes. Therefore, VTV24 News Center needs to both carry out the political tasks of Vietnam Television Station but also create different values for its brand, in line with the needs of the modern public.
VTV24 has successfully built a brand on multiple platforms and created different values, having great influence on the public national. That is to create differences in content, identity images designed to be uniform, easy to recognize, create a successful personal brand and make the most effective use of platforms. VTV24 has also shown other press brands that building a multi-platform ecosystem is now inevitable, focusing on building employee image is also an important strategy when positioning the brand in the public mind.
However, VTV24 still faces limitations because the context and strategy still have many weaknesses, especially in public relations when dealing with media crisis issues. Therefore, the crisis management strategy in the process of building and developing the brand is a serious thing that VTV24 is still not really paying attention to. In addition, VTV24 needs to step up further in content censorship, effectively integrating modern media languages while maintaining the identity of a national news brand to the public. In order to do well on these issues, the administrative apparatus should also be unified so that there are no difficulties in strategic direction.
12. Practical applicability, if any: Using a theoretical framework when implementing brand building and development strategies for news agencies in the current social context
13. Further research directions, if any: No
14. Thesis-related publications: No
(List them in chronological order)
