论电视品牌的建构与维护
发布时间：2019-04-17 08:37
【摘要】： 我国电视媒体从上世纪末期开始推行“事业单位,企业化管理”的双轨并行经营体制,走上了产业化道路。面对竞争态势日益白热化,竞争空间日趋饱和的客观情况,电视媒体想要赢得尽可能大的优势,求得更快速的发展,实行电视品牌的经营策略便是当务之急。品牌策略就包括品牌的建构、维护和延伸,实施有效的产品品牌策略就意味着电视节目在消费者中的高认知度、高收视率,尤其是提高消费者的忠诚度。在全球传播一体化的趋势下,谁能够率先树立正确有效的品牌战略,积极打造品牌优势,谁就会在未来的中国电视市场竞争中占有一席之地。 经过长期努力培育起来的电视品牌,如果疏于维护就会有丧失的风险。电视品牌的建构可能是一次性的工作,然而品牌的维护绝对是一项重复而又漫长的创造性工作。品牌建构成功后,需要精心的维护:包括再定位、持续创新、不断开发新产品等等一系列的手段运用。 品牌就如同橡皮筋,延伸就是拉橡皮筋。延伸越广,橡皮筋拉得越长。如果超出一定幅度,橡皮筋就会断掉,品牌离失败也就不远了。品牌延伸应该掌握适度原则,延伸要与原有品牌接近,否则只会弄巧成拙。 本文绪论部分概括了文章研究背景、研究目的和研究方法; 第一章是全文研究的铺垫,主要介绍了与本文研究内容相关的几个主要概念:品牌、品牌的历史、品牌的功能; 第二章和第三章是全文的主要研究内容,包括电视品牌的建构与电视品牌的维护; 第四章为实例篇,主要是将第二章和第三章内容的理论部分付诸于具体媒介机构,笔者主要选取凤凰卫视、湖南卫视、安徽卫视,分别从不同的角度阐释了它们在电视品牌建构和维护的领域所做出的一些突出成绩。
[Abstract]:From the end of last century, China's television media began to carry out the dual-track parallel management system of "institution, enterprise management", and embarked on the road of industrialization. In the face of the increasingly competitive situation and the increasingly saturated competition space, TV media want to win as much advantage as possible and get faster development. It is urgent to carry out the management strategy of TV brand. Brand strategy includes brand construction, maintenance and extension. The implementation of effective product brand strategy means that TV programs have a high degree of recognition and high ratings among consumers, especially to enhance the loyalty of consumers. Under the trend of global communication integration, who can take the lead in setting up the correct and effective brand strategy and actively building the brand advantage, who will have a place in the future competition in the Chinese television market. TV brands that have been nurtured through long-term efforts risk losing if they fail to maintain them. TV brand construction may be a one-time job, but brand maintenance is definitely a repetitive and long creative work. After successful brand construction, it needs careful maintenance: including repositioning, continuous innovation, continuous development of new products and a series of means to use. A brand is like a rubber band, and extension is a rubber band. The wider the extension, the longer the rubber band is stretched. If beyond a certain range, the rubber band will be broken, the brand is not far from failure. Brand extension should grasp appropriate principles, extension should be close to the original brand, otherwise it will only be self-defeating. The introduction part of this paper summarizes the research background, research purpose and research methods; The first chapter is the preparation of the full-text research, mainly introduces several main concepts related to the research content of this paper: brand, brand history, brand function; The second and third chapters are the main research contents, including the construction of TV brand and the maintenance of TV brand. The fourth chapter is the example part, mainly the theoretical part of the second chapter and the third chapter content put into the concrete media organization, the author chooses Phoenix TV, Hunan TV, Anhui Satellite TV, mainly choose Phoenix Satellite TV, Hunan Satellite TV, Anhui Satellite TV, From different angles, it explains their outstanding achievements in the field of TV brand construction and maintenance.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G220
本文编号：2459271
[Abstract]:From the end of last century, China's television media began to carry out the dual-track parallel management system of "institution, enterprise management", and embarked on the road of industrialization. In the face of the increasingly competitive situation and the increasingly saturated competition space, TV media want to win as much advantage as possible and get faster development. It is urgent to carry out the management strategy of TV brand. Brand strategy includes brand construction, maintenance and extension. The implementation of effective product brand strategy means that TV programs have a high degree of recognition and high ratings among consumers, especially to enhance the loyalty of consumers. Under the trend of global communication integration, who can take the lead in setting up the correct and effective brand strategy and actively building the brand advantage, who will have a place in the future competition in the Chinese television market. TV brands that have been nurtured through long-term efforts risk losing if they fail to maintain them. TV brand construction may be a one-time job, but brand maintenance is definitely a repetitive and long creative work. After successful brand construction, it needs careful maintenance: including repositioning, continuous innovation, continuous development of new products and a series of means to use. A brand is like a rubber band, and extension is a rubber band. The wider the extension, the longer the rubber band is stretched. If beyond a certain range, the rubber band will be broken, the brand is not far from failure. Brand extension should grasp appropriate principles, extension should be close to the original brand, otherwise it will only be self-defeating. The introduction part of this paper summarizes the research background, research purpose and research methods; The first chapter is the preparation of the full-text research, mainly introduces several main concepts related to the research content of this paper: brand, brand history, brand function; The second and third chapters are the main research contents, including the construction of TV brand and the maintenance of TV brand. The fourth chapter is the example part, mainly the theoretical part of the second chapter and the third chapter content put into the concrete media organization, the author chooses Phoenix TV, Hunan TV, Anhui Satellite TV, mainly choose Phoenix Satellite TV, Hunan Satellite TV, Anhui Satellite TV, From different angles, it explains their outstanding achievements in the field of TV brand construction and maintenance.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G220
【引证文献】
相关硕士学位论文 前3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
2 何琴;电视媒体品牌策略研究[D];重庆大学;2010年
3 刘超;中国职场真人秀品牌节目研究[D];安徽大学;2012年
，本文编号：2459271
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