我国电视品牌的本土化创新研究
发布时间：2018-09-10 17:00
【摘要】： 随着世界经济一体化程度的不断加深和我国社会主义市场经济体系的建立与发展,电视媒体的产业特性在国内越来越受到重视,包括品牌经营战略在内的许多产业经营理念被大胆地引进到电视媒体产业的经营领域中,品牌的本土化创新就是其中为了应对经济、文化的全球化而提出的电视产业发展战略之一。 电视品牌的本土化创新,其实质就是塑造和发展民族化、区域化的电视文化品牌问题。作为大众传播媒介,电视本身就包含有宣传和塑造本民族、本地区特色文化的属性。而电视品牌本土化创新经营战略的开展,将有利于电视媒体在达到更好传播效果、塑造自身品牌形象的同时,实现最佳经济效益。在我国当前的电视产业现状中,中央电视台站在全国的高度,率先实施了专业化和品牌化的战术策略；凤凰卫视则是处在中西经济、文化、政治共融的香港地区,其生存环境和成功创新策略为我国内地今后电视产业的发展提供了宝贵的探索性经验借鉴；湖南卫视则是在我国电视产业界首先开展娱乐定位,并在创新中成为省级卫视品牌的排头兵和知名品牌。它们是我国电视产业品牌经营和创新发展的代表,研究和分析它们在各自本土化品牌战略定位、品牌强化以及品牌调整方面的成功经验和不足之处,将有助于我们对电视本土化品牌经营战略规律的挖掘与发现。 本文的创新之处在于运用传播学和营销学的相关理论,结合实际,采用逻辑和实证相结合的方法对几个电视品牌创新案例进行分析和研究,论证了电视品牌本土化创新是创建和发展我国自己的电视品牌,参与国际竞争,应对文化、经济全球化挑战的战略出路,对国内其它电视媒介如何进行品牌本土化创新具有重要的参考价值和借鉴意义。
[Abstract]:With the deepening of the integration of the world economy and the establishment and development of our socialist market economy system, more and more attention has been paid to the industrial characteristics of TV media in China. Many industrial management concepts, including brand management strategies, have been boldly introduced into the field of television media industry management. Brand localization innovation is one of them in order to cope with the economy. One of the TV industry development strategies put forward by the globalization of culture. The essence of the localization innovation of TV brand is to mold and develop the national and regional TV cultural brand. As a mass media, television itself contains the attribute of propagating and shaping the national and local characteristic culture. The development of the innovative management strategy of TV brand localization will help the TV media to achieve better communication effect and create their own brand image, and achieve the best economic benefits at the same time. In the current situation of China's television industry, CCTV has taken the lead in implementing the tactical strategy of specialization and branding from the height of the whole country. Phoenix Satellite TV is a Hong Kong region where the Chinese and Western economies, culture, and politics are in harmony. Its survival environment and successful innovation strategy provide valuable experience for the future development of TV industry in mainland of China, Hunan Satellite TV is the first entertainment positioning in the television industry of our country. And in innovation to become provincial TV brand vanguard and famous brand. They are the representatives of the brand management and innovation development of China's television industry. This paper studies and analyzes their successful experiences and shortcomings in the localization of brand strategy, brand strengthening and brand adjustment. Will help us to the television localization brand management strategy rule excavation and the discovery. The innovation of this paper lies in the analysis and research of several TV brand innovation cases by using the relevant theories of communication and marketing, combining with the practice, using the method of combining logic and demonstration. This paper demonstrates that the localization innovation of TV brand is the strategic way to establish and develop our own TV brand, to participate in international competition, to deal with the challenge of culture and economic globalization. It has important reference value and significance for other domestic TV media how to carry out brand localization innovation.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G229.2-F
本文编号：2235064
[Abstract]:With the deepening of the integration of the world economy and the establishment and development of our socialist market economy system, more and more attention has been paid to the industrial characteristics of TV media in China. Many industrial management concepts, including brand management strategies, have been boldly introduced into the field of television media industry management. Brand localization innovation is one of them in order to cope with the economy. One of the TV industry development strategies put forward by the globalization of culture. The essence of the localization innovation of TV brand is to mold and develop the national and regional TV cultural brand. As a mass media, television itself contains the attribute of propagating and shaping the national and local characteristic culture. The development of the innovative management strategy of TV brand localization will help the TV media to achieve better communication effect and create their own brand image, and achieve the best economic benefits at the same time. In the current situation of China's television industry, CCTV has taken the lead in implementing the tactical strategy of specialization and branding from the height of the whole country. Phoenix Satellite TV is a Hong Kong region where the Chinese and Western economies, culture, and politics are in harmony. Its survival environment and successful innovation strategy provide valuable experience for the future development of TV industry in mainland of China, Hunan Satellite TV is the first entertainment positioning in the television industry of our country. And in innovation to become provincial TV brand vanguard and famous brand. They are the representatives of the brand management and innovation development of China's television industry. This paper studies and analyzes their successful experiences and shortcomings in the localization of brand strategy, brand strengthening and brand adjustment. Will help us to the television localization brand management strategy rule excavation and the discovery. The innovation of this paper lies in the analysis and research of several TV brand innovation cases by using the relevant theories of communication and marketing, combining with the practice, using the method of combining logic and demonstration. This paper demonstrates that the localization innovation of TV brand is the strategic way to establish and develop our own TV brand, to participate in international competition, to deal with the challenge of culture and economic globalization. It has important reference value and significance for other domestic TV media how to carry out brand localization innovation.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G229.2-F
【引证文献】
相关硕士学位论文 前1条
1 娄淑静;广东卫视品牌构建的战略研究[D];华南理工大学;2011年
，本文编号：2235064
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