内蒙古汉语卫视品牌竞争力建构的探析与展望

发布时间：2018-04-25 13:53

本文选题：内蒙古汉语卫视 + 品牌　；参考：《内蒙古大学》2008年硕士论文

【摘要】： 电视媒介发展到今天,经历了“渠道为王”、“内容为王”阶段,迎来了“品牌为王”时代,这既是电视媒体自身发展的历史轨迹,也是日益激烈的媒介市场竞争中受众需求至上的必然结果。但一个电视媒体单纯依靠品牌的发展还远远不够,品牌竞争力的建构才能将品牌节目发展壮大为一个媒体持续的长久的竞争力。本文结合内蒙古汉语卫视进行品牌竞争力建构的现实必然,探析其品牌竞争力建构的过程。从2004年汉语卫视与上海开麦拉合作开始,从品牌栏目《蔚蓝的故乡》一炮打响到后来时尚都市化理念的提出,汉语卫视创建品牌的成功之处,也是建构品牌竞争力的必备前提,即先有品牌,只有创立了成功的品牌,在此基础上才能建构品牌竞争力。品牌竞争力归根结底是一种整体性力量或综合性素质,那么它就不是一朝一夕可以获得的,品牌竞争力是靠一个媒体长期的、系统的体系工程做支撑,是一种结构性因素。内蒙古汉语卫视结合自身实际,通过先进的运营理念、有效的制度保障、资本合作促进的内部改革和优秀的领导和电视人初步建构起了自己的品牌竞争力。要使品牌竞争力得以发挥,汉语卫视还应在生产机制,传媒产业价值链,与开麦拉的合作方面有所突破和完善,在重视人才培养和引进的同时,大力挖掘民族文化内涵。
[Abstract]:The development of TV media has gone through the stage of "channel as king" and "content as king", and ushered in the era of "brand as king", which is the historical track of television media's own development. Is also the increasingly fierce media market competition in the audience demand supreme inevitable result. However, it is far from enough for a TV media to rely solely on the development of the brand. The construction of the brand competitiveness can develop the brand program into a lasting competitive power of a medium. This paper analyzes the process of brand competitiveness construction by combining with the reality of brand competitiveness construction of Inner Mongolia Ancient Chinese Satellite TV. Starting from the cooperation between Chinese Satellite TV and Shanghai Camara in 2004, from the brand column "the hometown of azure" to the later idea of fashion urbanization, the success of the establishment of Chinese TV brand is also the prerequisite for building brand competitiveness. That is, first brand, only the creation of a successful brand, on this basis can build brand competitiveness. In the final analysis, brand competitiveness is a kind of overall strength or comprehensive quality, so it can not be obtained overnight. Brand competitiveness is supported by a long-term, systematic system engineering of a media, and is a structural factor. Neimenggu Chinese TV combined with its own reality, through advanced operational concepts, effective system protection, capital cooperation to promote internal reform and excellent leadership and television initially built their own brand competitiveness. In order to bring the brand competitiveness into full play, Chinese TV should also break through and improve the production mechanism, the value chain of media industry, and the cooperation with Kamala, and at the same time pay attention to the cultivation and introduction of talents, and vigorously excavate the connotation of national culture.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G229.27-F

【参考文献】