本文選題：內(nèi)蒙古漢語衛(wèi)視 + 品牌�。� 參考：《內(nèi)蒙古大學》2008年碩士論文

【摘要】： 電視媒介發(fā)展到今天,經(jīng)歷了“渠道為王”、“內(nèi)容為王”階段,迎來了“品牌為王”時代,這既是電視媒體自身發(fā)展的歷史軌跡,也是日益激烈的媒介市場競爭中受眾需求至上的必然結(jié)果。但一個電視媒體單純依靠品牌的發(fā)展還遠遠不夠,品牌競爭力的建構(gòu)才能將品牌節(jié)目發(fā)展壯大為一個媒體持續(xù)的長久的競爭力。 本文結(jié)合內(nèi)蒙古漢語衛(wèi)視進行品牌競爭力建構(gòu)的現(xiàn)實必然,探析其品牌競爭力建構(gòu)的過程。從2004年漢語衛(wèi)視與上海開麥拉合作開始,從品牌欄目《蔚藍的故鄉(xiāng)》一炮打響到后來時尚都市化理念的提出,漢語衛(wèi)視創(chuàng)建品牌的成功之處,也是建構(gòu)品牌競爭力的必備前提,即先有品牌,只有創(chuàng)立了成功的品牌,在此基礎(chǔ)上才能建構(gòu)品牌競爭力。品牌競爭力歸根結(jié)底是一種整體性力量或綜合性素質(zhì),那么它就不是一朝一夕可以獲得的,品牌競爭力是靠一個媒體長期的、系統(tǒng)的體系工程做支撐,是一種結(jié)構(gòu)性因素。內(nèi)蒙古漢語衛(wèi)視結(jié)合自身實際,通過先進的運營理念、有效的制度保障、資本合作促進的內(nèi)部改革和優(yōu)秀的領(lǐng)導(dǎo)和電視人初步建構(gòu)起了自己的品牌競爭力。要使品牌競爭力得以發(fā)揮,漢語衛(wèi)視還應(yīng)在生產(chǎn)機制,傳媒產(chǎn)業(yè)價值鏈,與開麥拉的合作方面有所突破和完善,在重視人才培養(yǎng)和引進的同時,大力挖掘民族文化內(nèi)涵。
[Abstract]:The development of TV media has gone through the stage of "channel as king" and "content as king", and ushered in the era of "brand as king", which is the historical track of television media's own development. Is also the increasingly fierce media market competition in the audience demand supreme inevitable result. However, it is far from enough for a TV media to rely solely on the development of the brand. The construction of the brand competitiveness can develop the brand program into a lasting competitive power of a medium. This paper analyzes the process of brand competitiveness construction by combining with the reality of brand competitiveness construction of Inner Mongolia Ancient Chinese Satellite TV. Starting from the cooperation between Chinese Satellite TV and Shanghai Camara in 2004, from the brand column "the hometown of azure" to the later idea of fashion urbanization, the success of the establishment of Chinese TV brand is also the prerequisite for building brand competitiveness. That is, first brand, only the creation of a successful brand, on this basis can build brand competitiveness. In the final analysis, brand competitiveness is a kind of overall strength or comprehensive quality, so it can not be obtained overnight. Brand competitiveness is supported by a long-term, systematic system engineering of a media, and is a structural factor. Neimenggu Chinese TV combined with its own reality, through advanced operational concepts, effective system protection, capital cooperation to promote internal reform and excellent leadership and television initially built their own brand competitiveness. In order to bring the brand competitiveness into full play, Chinese TV should also break through and improve the production mechanism, the value chain of media industry, and the cooperation with Kamala, and at the same time pay attention to the cultivation and introduction of talents, and vigorously excavate the connotation of national culture.
【學位授予單位】：內(nèi)蒙古大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：G229.27-F

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本文編號：1801612