SXTV收费栏目品牌塑造策略研究

发布时间：2018-04-29 18:56

本文选题：产品生命周期 + 文化产品营销　；参考：《西北大学》2008年硕士论文

【摘要】： 我国电视已经走过了节目竞争、品牌竞争的时代,品牌栏目是专业化频道的支柱。电视产业的终端产品是电视节目,节目之上是频道,频道之上是电视台。从宏观上说,电视栏目是电视内容产业的主体组成部分;从微观上说,电视栏目是电视频道编排的基本单元。电视节目在传媒市场上的运作规律同其他产业的产品一样,需要通过市场定位和受众定位,通过一系列包装和推介手段,才能树立起电视节目的强势品牌,实现社会效益和经济效益的最大化,才能发展壮大电视产业。而品牌节目则是电视产业竞争力的根本保证。本文首先对SXTV所处的现状,即优势、劣势、机遇与挑战通过SWOT分析加以了识别,进而对SXTV的发展提出了加强栏目品牌化建设的意见,增加其在同等省级卫视中的竞争力和市场占有率。在此基础上结合产品生命周期理论和文化产品营销的七阶段周期理论,提出了传统营销模式与文化产品营销理论相结合的电视品牌栏目推广的新模式,进而联系SXTV的实际,对SXTV的《美食娱乐天地》栏目进行了改版,提出了以“渊”、“缘”、“远”、“苑”为特色的栏目框架,同时提出了从栏目市场机会框定到具体品牌推广计划的一揽子营销推广战略。
[Abstract]:Chinese TV has gone through the era of program competition, brand competition, brand column is the pillar of professional channels. The end product of TV industry is TV program, program is channel above, channel is television station above channel. From the macro point of view, TV column is the main part of TV content industry, and from the micro point of view, TV column is the basic unit of TV channel arrangement. The operation law of TV programs in the media market is the same as the products of other industries. It is necessary to establish a strong brand of TV programs by means of market orientation and audience orientation, and through a series of packaging and promotion means. Only by maximizing social and economic benefits can we develop and expand the television industry. Brand programs are the fundamental guarantee of the competitiveness of the television industry. This paper first identifies the current situation of SXTV, that is, strengths, weaknesses, opportunities and challenges through SWOT analysis, and then puts forward suggestions to strengthen the construction of column branding for the development of SXTV. Increase its competitive power and market share in the same provincial satellite TV. On this basis, combining the product life cycle theory and the seven-stage cycle theory of cultural product marketing, this paper puts forward a new model of TV brand column promotion which combines traditional marketing mode with cultural product marketing theory, and then connects with the reality of SXTV. This paper revises the column of "the World of Food and Entertainment" of SXTV, and puts forward a column frame characterized by "Yuan", "Yuan", "Yuan" and "Yuan". At the same time, it puts forward a package marketing strategy from the column market opportunity frame to the specific brand promotion plan.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G229.2-F

【参考文献】