湖南卫视品牌策略研究

发布时间：2018-03-21 15:53

本文选题：湖南卫视　切入点：品牌策略　出处：《中南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着品牌竞争时代的到来,品牌已成为一种新语言进入千家万户。开放和竞争的世界,从一定意义上来说就是品牌的世界。目前日益激烈的市场竞争使企业不得不由传统的“产品运营”向“品牌运营”转型。在我国,学术界和企业界对于品牌的研究与实施还基本上处于起步阶段,对于电视媒体的品牌研究与消费品品牌研究相比是一块“处女地”。电视在我国的发展从稀有到普及伴随了改革开放二十多年的时间,其间电视台的数目是越来越多。尤其是世纪更替的近几年,在我国社会主义市场经济条件下,电视产业化的步伐逐渐加快,各个电视台的频道数在不断增多,因此,竞争环境变得日趋激烈和复杂。而在中国广播电视行业中,湖南卫视的品牌经营却可以说是一个奇迹。本文以国内外品牌管理研究的相关理论为基础,在对湖南卫视品牌管理的内外部环境分析的基础上,针对湖南卫视品牌管理实践,对其品牌定位、品牌推广和维护、品牌延伸、品牌战略管理进行研究,总结了湖南卫视品牌管理的主要成功经验,并对其提出了优化设计的思路,以期为我国更多企业的品牌管理提供一些借鉴,对我国广播电视业有所裨益。
[Abstract]:With the arrival of the era of brand competition, brand has become a new language into the world of open and competitive. In a sense, it is the world of brand. At present, the increasingly fierce market competition makes enterprises have to transform from traditional "product operation" to "brand operation". The research and implementation of brand in academic and business circles is still in its infancy, and the brand research of TV media is a virgin land compared with the research on consumer brand. The development of television in our country from rare to popular has been accompanied by more than 20 years of reform and opening up, during which the number of television stations has been increasing, especially in the recent years of the replacement of the century, under the conditions of our socialist market economy, The pace of TV industrialization is gradually quickening, the number of channels of each TV station is increasing constantly, therefore, the competitive environment becomes more and more intense and complex. But in the broadcasting and television industry of China, However, the brand management of Hunan Satellite TV can be said to be a miracle. Based on the theory of brand management at home and abroad and the analysis of the internal and external environment of Hunan Satellite TV brand management, this paper aims at the practice of Hunan Satellite TV brand management. This paper studies its brand positioning, brand promotion and maintenance, brand extension, brand strategy management, summarizes the main successful experiences of Hunan Satellite TV brand management, and puts forward the idea of optimizing design. In order to provide some reference for the brand management of more enterprises in our country, it is beneficial to the broadcasting and television industry of our country.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;G229.2-F

【引证文献】