Audience Perspective People's Livelihood News Section Reputation Impact Study Of The Factors

People's Livelihood TV News Program is known for its prominent interaction, service and concern about people's lives. It makes contribution to the construction of the harmonious society in China. A bunch of studies can be found in the fields of mass-communication and sociology before. But in this article author will study People's Livelihood TV News Program form another angle by means of reputation theory in management field.The reason why author chose reputation theory to study People's Livelihood TV News Program are as follows: (a) Most scholars are in fast belief that reputation is a kind of intangible asset which is precious, sustainable, valuable and it is also hard to be imitated by other competitors. Corporate (organization) can benefit a lot form reputation, because the one with good reputation can allure more resources in the society, such as excellent employees, competitive partners, client's (consumer's) loyalty and so on. (b) As a basic unit to take part in the competition in media-market independently, program has a lot of similarities with traditional corporate, in turns of management, (c) There is cut-throat competition between People's Livelihood TV News Programs recently. Take city Hangzhou for example there are nine programs in the city at least. In order to confirm and promote the media-market performance, all of them are trying to explore their own core competences.In this article author finds the junction of the three points above, and put forward the concept of "People's Livelihood TV News Program reputation", author explores the main influence factors of program reputation in the views of audiences,the relationship between program reputation and audience loyalty then. The conclusions draw form the exploration can give some constructive suggestions and advice to the development of People's Livelihood TV News Programs.Some conclusions are drawn by means of theoretical analysis and empirical investigation of audiences in city Hangzhou, which are illustrated briefly as follows:(1) People's Livelihood TV News Program has a lot of similarity with corporate in turns of management.(2) According to the audiences' cognitive evaluation and emotion towards the program, Program reputation can be split into two dimensions which are program sympathy and program competence.(3) In the views of audience the five main influence factors are: social responsibilities, employees, interaction quality, news quality and market performance. Social responsibilities, interaction quality, employees, market performance are determining factors to program competence .Their effects to program competence decreased in turn. Employees, social responsibilities, interaction quality, market performance and news quality are determining factors to program sympathy. Theireffects to program sympathy decreased in turn.(4) Audiences perceive the five main influence factors of program reputation differently due to the demography.(5) Audiences' loyalty can be split into two dimensions which are indirect participation loyalty and direct participation loyalty.(6) There are positive relevance between program sympathy/ program competence and audiences' loyalty. The effects of program sympathy is prominent.