试论电视栏目品牌在现代电视传媒竞争中的重要作用
发布时间：2018-10-21 15:38
【摘要】： 在现今的传媒竞争中,品牌已成为一种战略性资产,它不但是传媒核心竞争力最牢固的根基和不竭的源泉,也是打造传媒竞争力和影响力的最为核心的要素之一。因此,任何媒体要想始终保持其在战略上的领先性,始终能在激烈的媒体竞争中占据最有利的地位,就必须要树立和突出品牌意识,着力塑造出优质强势品牌。 本文共分四个部分：第一部分主要论述打造电视栏目品牌的意义,具体阐释了品牌的概念及含义,品牌战略及其对我国电视栏目发展的重要影响,电视栏目品牌化的重大现实意义以及所产生的积极的社会意义和重要的市场价值。第二部分主要就电视栏目品牌的定位进行论述,从品牌定位理念的提出和对电视栏目发展的重大影响,电视栏目品牌如何准确定位、定位误区分析以及营销观念对栏目品牌定位的影响具体加以阐释。第三部分着重就如何构建电视栏目品牌加以论述,具体包括结合我国实际对电视品牌栏目进行探讨,电视栏目发展固有周期分析以及品牌栏目的改革,如何创建电视栏目品牌,打造电视栏目品牌过程中应注意的问题,以及经典电视栏目品牌案例分析。第四部分主要探讨了媒体核心竞争力和电视栏目品牌的核心竞争力。其中打造电视栏目品牌在现代电视传媒竞争中所具有的重大意义,以及就电视栏目品牌本身的构建问题进行的研究是本文的重点。 本文的结论：现今的电视媒体已经步入了一个品牌竞争的时代,要想在日益激烈化的电视传媒竞争中始终立于不败之地就必须要树立品牌意识,实施栏目品牌化建设,在栏目品牌战略上始终保持领先性,科学有效的进行品牌经营,不断深入挖掘开发品牌的文化内涵,不断提升品牌的影响力和竞争力,把品牌真正的做大做强,着力打造出真正过得硬的强势品牌。随着品牌化意识的不断深入和强化,我们有理由相信我国的电视传媒业必将朝着更为有序,更为健康,更为繁荣的方向大踏步的前进。
[Abstract]:In today's media competition, brand has become a kind of strategic asset, which is not only the most solid foundation and inexhaustible source of the core competitiveness of the media, but also one of the most core elements to build the competitiveness and influence of the media. Therefore, if any media want to maintain its strategic leadership and always occupy the most favorable position in the fierce media competition, it is necessary to establish and highlight brand awareness and strive to create a strong brand of high quality. This paper is divided into four parts: the first part mainly discusses the significance of creating TV column brand, explains the concept and meaning of brand, brand strategy and its important influence on the development of TV column in China. TV column brand is of great practical significance, positive social significance and important market value. The second part mainly discusses the positioning of TV column brand, from the concept of brand positioning and the major impact on the development of TV column, how to accurately position the brand of TV column. Analysis of positioning errors and the impact of marketing concepts on column brand positioning are explained in detail. The third part mainly discusses how to construct TV column brand, including discussing TV brand column, analyzing the inherent cycle of TV column development and reforming brand column, and how to establish TV column brand. The problems that should be paid attention to in the process of creating TV column brand, as well as the case study of classic TV column brand. The fourth part mainly discusses the core competitiveness of media and TV brand. Among them, the great significance of creating TV column brand in the modern TV media competition, and the research on the construction of TV column brand itself is the focus of this paper. The conclusion of this paper: the TV media has entered an era of brand competition. In order to remain invincible in the increasingly fierce competition of TV media, it is necessary to establish brand awareness and implement column brand construction. In the column brand strategy, always maintain the leading, scientific and effective brand management, constantly explore the cultural connotation of the brand development, constantly improve the brand's influence and competitiveness, and make the brand truly bigger and stronger, Strive to create a really strong brand. With the deepening and strengthening of brand awareness, we have reason to believe that China's television media industry will be more orderly, more healthy, more prosperous in the direction of great strides forward.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G222-F
[Abstract]:In today's media competition, brand has become a kind of strategic asset, which is not only the most solid foundation and inexhaustible source of the core competitiveness of the media, but also one of the most core elements to build the competitiveness and influence of the media. Therefore, if any media want to maintain its strategic leadership and always occupy the most favorable position in the fierce media competition, it is necessary to establish and highlight brand awareness and strive to create a strong brand of high quality. This paper is divided into four parts: the first part mainly discusses the significance of creating TV column brand, explains the concept and meaning of brand, brand strategy and its important influence on the development of TV column in China. TV column brand is of great practical significance, positive social significance and important market value. The second part mainly discusses the positioning of TV column brand, from the concept of brand positioning and the major impact on the development of TV column, how to accurately position the brand of TV column. Analysis of positioning errors and the impact of marketing concepts on column brand positioning are explained in detail. The third part mainly discusses how to construct TV column brand, including discussing TV brand column, analyzing the inherent cycle of TV column development and reforming brand column, and how to establish TV column brand. The problems that should be paid attention to in the process of creating TV column brand, as well as the case study of classic TV column brand. The fourth part mainly discusses the core competitiveness of media and TV brand. Among them, the great significance of creating TV column brand in the modern TV media competition, and the research on the construction of TV column brand itself is the focus of this paper. The conclusion of this paper: the TV media has entered an era of brand competition. In order to remain invincible in the increasingly fierce competition of TV media, it is necessary to establish brand awareness and implement column brand construction. In the column brand strategy, always maintain the leading, scientific and effective brand management, constantly explore the cultural connotation of the brand development, constantly improve the brand's influence and competitiveness, and make the brand truly bigger and stronger, Strive to create a really strong brand. With the deepening and strengthening of brand awareness, we have reason to believe that China's television media industry will be more orderly, more healthy, more prosperous in the direction of great strides forward.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G222-F
【引证文献】
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