本文選題：湖南衛(wèi)視　切入點：品牌策略　出處：《中南大學》2008年碩士論文　論文類型：學位論文

【摘要】： 隨著品牌競爭時代的到來,品牌已成為一種新語言進入千家萬戶。開放和競爭的世界,從一定意義上來說就是品牌的世界。目前日益激烈的市場競爭使企業(yè)不得不由傳統(tǒng)的“產品運營”向“品牌運營”轉型。在我國,學術界和企業(yè)界對于品牌的研究與實施還基本上處于起步階段,對于電視媒體的品牌研究與消費品品牌研究相比是一塊“處女地”。 電視在我國的發(fā)展從稀有到普及伴隨了改革開放二十多年的時間,其間電視臺的數(shù)目是越來越多。尤其是世紀更替的近幾年,在我國社會主義市場經(jīng)濟條件下,電視產業(yè)化的步伐逐漸加快,各個電視臺的頻道數(shù)在不斷增多,因此,競爭環(huán)境變得日趨激烈和復雜。而在中國廣播電視行業(yè)中,湖南衛(wèi)視的品牌經(jīng)營卻可以說是一個奇跡。本文以國內外品牌管理研究的相關理論為基礎,在對湖南衛(wèi)視品牌管理的內外部環(huán)境分析的基礎上,針對湖南衛(wèi)視品牌管理實踐,對其品牌定位、品牌推廣和維護、品牌延伸、品牌戰(zhàn)略管理進行研究,總結了湖南衛(wèi)視品牌管理的主要成功經(jīng)驗,并對其提出了優(yōu)化設計的思路,以期為我國更多企業(yè)的品牌管理提供一些借鑒,對我國廣播電視業(yè)有所裨益。
[Abstract]:With the arrival of the era of brand competition, brand has become a new language into the world of open and competitive. In a sense, it is the world of brand. At present, the increasingly fierce market competition makes enterprises have to transform from traditional "product operation" to "brand operation". The research and implementation of brand in academic and business circles is still in its infancy, and the brand research of TV media is a virgin land compared with the research on consumer brand. The development of television in our country from rare to popular has been accompanied by more than 20 years of reform and opening up, during which the number of television stations has been increasing, especially in the recent years of the replacement of the century, under the conditions of our socialist market economy, The pace of TV industrialization is gradually quickening, the number of channels of each TV station is increasing constantly, therefore, the competitive environment becomes more and more intense and complex. But in the broadcasting and television industry of China, However, the brand management of Hunan Satellite TV can be said to be a miracle. Based on the theory of brand management at home and abroad and the analysis of the internal and external environment of Hunan Satellite TV brand management, this paper aims at the practice of Hunan Satellite TV brand management. This paper studies its brand positioning, brand promotion and maintenance, brand extension, brand strategy management, summarizes the main successful experiences of Hunan Satellite TV brand management, and puts forward the idea of optimizing design. In order to provide some reference for the brand management of more enterprises in our country, it is beneficial to the broadcasting and television industry of our country.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;G229.2-F

【引證文獻】

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相關博士學位論文 前1條

1 楊海軍;廣告輿論傳播研究[D];復旦大學;2011年

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1 陳晨;湖南衛(wèi)視翻拍劇的運營策略研究[D];上海交通大學;2011年

2 金妍;山東電視影視頻道品牌建造與整體包裝研究[D];山東大學;2009年

3 沈婷婷;地域文化視角下的電視頻道品牌建構[D];浙江工商大學;2010年

4 張強;電視媒介形象構成要素的實證研究[D];電子科技大學;2010年

5 王睿博;吉化集團河北吉藁化纖公司天竹纖維品牌管理優(yōu)化研究[D];吉林大學;2012年

6 王娟;品牌電視媒體的商業(yè)運營模式分析[D];山東藝術學院;2012年

7 匡睿穎;數(shù)字化時代電視頻道臺標個性化包裝研究[D];湖南師范大學;2013年

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本文編號：1644539