我国电视频道品牌塑造的现状与对策
发布时间：2018-09-10 13:00
【摘要】： 随着经济、技术的不断发展,电视媒体自身的成长及其生态环境都发生了显著的变化。在日益激烈的竞争环境下,经营品牌成为了电视频道面临新兴媒体冲击、电视内容同质化和受众市场不断被细分等诸多挑战的重要法宝。电视频道的品牌化对于其塑造良好的美誉度和公信力起着举足轻重的作用,必将成为推动我国传媒变革的新力量,也是当今我国电视媒体必须要思考和解决的问题之一。 中国的电视频道经过半个世纪的探索与发展,已呈现出央视一省级卫视一地市级频道为主的多级竞争格局。其中,央视和少数省级卫视频道已经树立起了具有突出影响力和美誉度的品牌形象。但我国作为电视资源大国,还普遍存在着频道定位模糊、内容同质化倾向严重、频道品牌发展不平衡等问题,大部分电视频道在经营发展和竞争中因为品牌意识不强、缺乏综合性管理人才、资金短缺和品牌经营单一的原因,没能树立起品牌知名度。 面对我国电视频道的发展现状,提出相应的原则和策略是成功打造我国品牌频道,应对国内国际市场竞争的重要任务。首先,频道塑造品牌的过程中应通过专业化原则、文化原则、科学创新原则、市场化原则这四个原则。真正从频道专业特色、频道文化内涵、品牌创新和品牌多元拓展上引导我国电视频道朝正确的方向发展。在具体塑造品牌的过程中,应从频道定位、频道内容、维护创新和多元整合四个方面进行品牌操作和运营:1.频道定位专业化,展现品牌独特气质。通过精准、专业的定位和受众细分,清晰掌握频道目标人群的需求动态,提升频道内容的权威品质和节目的有效到达率;2.频道内容优质化,彰显品牌丰富内涵。打造精品栏目,进行富有文化内涵和艺术气息的系统形象包装,充分体现出频道的品牌理念,加上科学的节目编排实现频道节目资源的合理配置。利用自制电视剧播出季的形式,吸引观众长久的注意力,创造频道独特的竞争优势。3.频道维护长新化,提升品牌竞争实力。不断维护、创新已有品牌,对之进行自我宣传和推广,通过公益活动等多媒体的公关策略,扩大频道的社会影响力和美誉度;4.频道经营多元化,整合品牌产业价值。最大限度的整合品牌价值资源,通过产业链的不断延伸,与新媒体强强联合,扩大频道的品牌影响力和经济附加价值。通过这些策略的实施,把我国电视频道塑造成为各具特色、富有内涵、历久弥新且具有实力的品牌频道。
[Abstract]:With the development of economy and technology, the growth of TV media and its ecological environment have changed significantly. In the increasingly competitive environment, brand management has become an important magic weapon for TV channels to face the impact of new media, the homogeneity of TV content and the constant segmentation of the audience market, and so on. The brand of TV channel plays an important role in shaping its good reputation and credibility. It will become a new force to promote the media reform in our country, and it is also one of the problems that must be considered and solved by the TV media in our country. After half a century's exploration and development, China's TV channels have presented a multi-level competition pattern of one provincial satellite TV channel and one prefectural channel. Among them, CCTV and a few provincial satellite channels have established a prominent influence and reputation of the brand image. However, as a big country of TV resources, there are still some problems such as vague channel orientation, serious tendency of content homogeneity, unbalanced development of channel brand and so on. Most TV channels have not strong brand awareness in management development and competition. Lack of comprehensive management personnel, lack of funds and single brand management, failed to establish brand awareness. In the face of the current situation of the development of TV channels in China, it is an important task to put forward the corresponding principles and strategies to successfully build the brand channels of our country and cope with the competition in the domestic and international markets. Firstly, the channel should adopt the four principles of specialization, culture, scientific innovation and marketization. From the professional characteristics of channel, the connotation of channel culture, brand innovation and brand pluralistic development, we can guide our TV channel to develop in the right direction. In the process of building brand, we should operate and operate the brand from four aspects: channel orientation, channel content, maintenance innovation and multiple integration. The channel orientation specialization, displays the brand unique temperament. Through precision, professional positioning and audience segmentation, clearly grasp the channel target population demand dynamics, improve the quality of the channel content authority and the effective arrival rate of programs. 2. Channel content quality, highlight the rich connotation of the brand. Creating high-quality columns, carrying on the cultural connotation and artistic flavor of the system image packaging, fully reflect the brand concept of the channel, plus scientific programming to achieve the rational allocation of channel program resources. Use the form of self-made TV series broadcast season to attract the audience's long-term attention, create the channel's unique competitive advantage. 3. Channel maintenance long-new, enhance brand competition strength. Constantly maintain, innovate existing brands, promote and promote themselves, through public welfare activities and other multimedia public relations strategy, expand the channel's social influence and reputation. 4. Diversification of channel management and integration of brand industrial value. To maximize the integration of brand value resources, through the continuous extension of the industrial chain, with the new media strong and powerful, to expand the channel's brand influence and economic added value. Through the implementation of these strategies, the TV channel of our country is shaped into a brand channel with its own characteristics, rich in connotation, old and new and strong.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G221
本文编号：2234515
[Abstract]:With the development of economy and technology, the growth of TV media and its ecological environment have changed significantly. In the increasingly competitive environment, brand management has become an important magic weapon for TV channels to face the impact of new media, the homogeneity of TV content and the constant segmentation of the audience market, and so on. The brand of TV channel plays an important role in shaping its good reputation and credibility. It will become a new force to promote the media reform in our country, and it is also one of the problems that must be considered and solved by the TV media in our country. After half a century's exploration and development, China's TV channels have presented a multi-level competition pattern of one provincial satellite TV channel and one prefectural channel. Among them, CCTV and a few provincial satellite channels have established a prominent influence and reputation of the brand image. However, as a big country of TV resources, there are still some problems such as vague channel orientation, serious tendency of content homogeneity, unbalanced development of channel brand and so on. Most TV channels have not strong brand awareness in management development and competition. Lack of comprehensive management personnel, lack of funds and single brand management, failed to establish brand awareness. In the face of the current situation of the development of TV channels in China, it is an important task to put forward the corresponding principles and strategies to successfully build the brand channels of our country and cope with the competition in the domestic and international markets. Firstly, the channel should adopt the four principles of specialization, culture, scientific innovation and marketization. From the professional characteristics of channel, the connotation of channel culture, brand innovation and brand pluralistic development, we can guide our TV channel to develop in the right direction. In the process of building brand, we should operate and operate the brand from four aspects: channel orientation, channel content, maintenance innovation and multiple integration. The channel orientation specialization, displays the brand unique temperament. Through precision, professional positioning and audience segmentation, clearly grasp the channel target population demand dynamics, improve the quality of the channel content authority and the effective arrival rate of programs. 2. Channel content quality, highlight the rich connotation of the brand. Creating high-quality columns, carrying on the cultural connotation and artistic flavor of the system image packaging, fully reflect the brand concept of the channel, plus scientific programming to achieve the rational allocation of channel program resources. Use the form of self-made TV series broadcast season to attract the audience's long-term attention, create the channel's unique competitive advantage. 3. Channel maintenance long-new, enhance brand competition strength. Constantly maintain, innovate existing brands, promote and promote themselves, through public welfare activities and other multimedia public relations strategy, expand the channel's social influence and reputation. 4. Diversification of channel management and integration of brand industrial value. To maximize the integration of brand value resources, through the continuous extension of the industrial chain, with the new media strong and powerful, to expand the channel's brand influence and economic added value. Through the implementation of these strategies, the TV channel of our country is shaped into a brand channel with its own characteristics, rich in connotation, old and new and strong.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G221
【引证文献】
相关硕士学位论文 前2条
1 孙乐;金融危机背景下电视节目非常规传播研究[D];河南大学;2011年
2 曾燕;省级卫视品牌个性化建设策略研究[D];广西师范学院;2012年
，本文编号：2234515
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