本文選題：經(jīng)濟頻道　切入點：品牌　出處：《鄭州大學(xué)》2008年碩士論文

【摘要】：2008年是中國電視事業(yè)創(chuàng)辦50周年,中國是個電視大國,2007年底,中國電視用戶達(dá)36.4萬戶。電視頻道的競爭實質(zhì)上就是品牌的競爭,一方面,觀眾每天收看電視的時間十分有限,另一方面,隨著電視技術(shù)的發(fā)展和體制改革的不斷完善,有線網(wǎng)絡(luò)的大規(guī)模普及,境外電視頻道的“入侵”,媒體競爭將會愈演愈烈。如今的觀眾已不再是受教育者,他們以消費者的身份在電視節(jié)目乃至頻道之間進(jìn)行選擇。 當(dāng)電視的供給量超過觀眾接受能力的時候,注意力就成為了一種稀缺資源。獲得注意力便成為電視頻道獲得市場份額、獲得觀眾記憶、獲得傳播效果的前提。正是在這種背景下,近年來各個電視頻道都在努力打造核心競爭力。湖南衛(wèi)視借助幾年的娛樂傳統(tǒng)突出“最具活力的中國電視娛樂品牌”;廣東衛(wèi)視因身處經(jīng)濟改革的最前沿,突出自己的“財經(jīng)”特色;江蘇衛(wèi)視打造出以“情感”為特色的電視頻道。CCTV—2沒有走專業(yè)財經(jīng)頻道的道路,而是以“大經(jīng)濟觀”作為整個頻道布局的核心理念,將頻道定位于“大眾、綜合、實用”。 在媒體競爭激烈和受眾細(xì)分的情況下,各家電視機構(gòu)幾乎都有自己的經(jīng)濟頻道和經(jīng)濟類節(jié)目。央視經(jīng)濟頻道獲得極高的收視率,僅次于中央一套,是名副其實的中國第二大衛(wèi)視頻道,被電視觀眾評價為最有活力的電視頻道之一。本文分為五大部分:品牌概述、央視經(jīng)濟頻道品牌策略構(gòu)成、央視經(jīng)濟頻道成為品牌的主要原因、央視經(jīng)濟頻道與美國財經(jīng)頻道CNBC比較研究、央視經(jīng)濟頻道如何打造核心競爭力,全面分析CCTV—2的品牌策略。
[Abstract]:The year 2008 marks the 50th anniversary of the founding of China's television industry. China is a big TV country with 364000 TV subscribers at the end of 2007.The competition of TV channels is essentially the competition of brands. On the one hand, the time for viewers to watch TV every day is very limited. On the other hand, with the development of television technology and the continuous improvement of the system reform, cable networks become popular on a large scale.The "invasion" of foreign TV channels, media competition will intensify.Today's audience is no longer an educatee, as a consumer between television programs and channels.Attention becomes a scarce resource when television supplies exceed the audience's receptivity.Attention becomes the premise for TV channel to gain market share, audience memory and communication effect.It is in this context, in recent years, each television channel is trying to build core competitiveness.Hunan Satellite TV highlights "the most dynamic Chinese TV entertainment brand" with the help of several years' entertainment tradition, Guangdong Satellite TV stands out its "finance and economics" characteristic because it is in the forefront of economic reform.Jiangsu Satellite TV set up a TV channel characterized by "emotion". CCTV-2 did not follow the road of professional financial channel, but took "big economy view" as the core idea of the whole channel layout, and positioned the channel as "popular, comprehensive and practical".In the case of intense media competition and audience segmentation, almost all television organizations have their own economic channels and economic programs.CCTV's economic channel, with an extremely high ratings, is the second largest satellite television channel in China, after the central one, and has been rated by television viewers as one of the most dynamic channels.This paper is divided into five parts: brand overview, brand strategy composition of CCTV economic channel, the main reasons for CCTV economic channel to become the brand, the comparative study of CCTV economic channel and American financial channel CNBC.CCTV economic channel how to build core competitiveness, a comprehensive analysis of CCTV-2 brand strategy.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G222

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本文編號：1714813