【摘要】： 隨著經(jīng)濟、技術(shù)的不斷發(fā)展,電視媒體自身的成長及其生態(tài)環(huán)境都發(fā)生了顯著的變化。在日益激烈的競爭環(huán)境下,經(jīng)營品牌成為了電視頻道面臨新興媒體沖擊、電視內(nèi)容同質(zhì)化和受眾市場不斷被細分等諸多挑戰(zhàn)的重要法寶。電視頻道的品牌化對于其塑造良好的美譽度和公信力起著舉足輕重的作用,必將成為推動我國傳媒變革的新力量,也是當今我國電視媒體必須要思考和解決的問題之一。 中國的電視頻道經(jīng)過半個世紀的探索與發(fā)展,已呈現(xiàn)出央視一省級衛(wèi)視一地市級頻道為主的多級競爭格局。其中,央視和少數(shù)省級衛(wèi)視頻道已經(jīng)樹立起了具有突出影響力和美譽度的品牌形象。但我國作為電視資源大國,還普遍存在著頻道定位模糊、內(nèi)容同質(zhì)化傾向嚴重、頻道品牌發(fā)展不平衡等問題,大部分電視頻道在經(jīng)營發(fā)展和競爭中因為品牌意識不強、缺乏綜合性管理人才、資金短缺和品牌經(jīng)營單一的原因,沒能樹立起品牌知名度。 面對我國電視頻道的發(fā)展現(xiàn)狀,提出相應(yīng)的原則和策略是成功打造我國品牌頻道,應(yīng)對國內(nèi)國際市場競爭的重要任務(wù)。首先,頻道塑造品牌的過程中應(yīng)通過專業(yè)化原則、文化原則、科學(xué)創(chuàng)新原則、市場化原則這四個原則。真正從頻道專業(yè)特色、頻道文化內(nèi)涵、品牌創(chuàng)新和品牌多元拓展上引導(dǎo)我國電視頻道朝正確的方向發(fā)展。在具體塑造品牌的過程中,應(yīng)從頻道定位、頻道內(nèi)容、維護創(chuàng)新和多元整合四個方面進行品牌操作和運營:1.頻道定位專業(yè)化,展現(xiàn)品牌獨特氣質(zhì)。通過精準、專業(yè)的定位和受眾細分,清晰掌握頻道目標人群的需求動態(tài),提升頻道內(nèi)容的權(quán)威品質(zhì)和節(jié)目的有效到達率;2.頻道內(nèi)容優(yōu)質(zhì)化,彰顯品牌豐富內(nèi)涵。打造精品欄目,進行富有文化內(nèi)涵和藝術(shù)氣息的系統(tǒng)形象包裝,充分體現(xiàn)出頻道的品牌理念,加上科學(xué)的節(jié)目編排實現(xiàn)頻道節(jié)目資源的合理配置。利用自制電視劇播出季的形式,吸引觀眾長久的注意力,創(chuàng)造頻道獨特的競爭優(yōu)勢。3.頻道維護長新化,提升品牌競爭實力。不斷維護、創(chuàng)新已有品牌,對之進行自我宣傳和推廣,通過公益活動等多媒體的公關(guān)策略,擴大頻道的社會影響力和美譽度;4.頻道經(jīng)營多元化,整合品牌產(chǎn)業(yè)價值。最大限度的整合品牌價值資源,通過產(chǎn)業(yè)鏈的不斷延伸,與新媒體強強聯(lián)合,擴大頻道的品牌影響力和經(jīng)濟附加價值。通過這些策略的實施,把我國電視頻道塑造成為各具特色、富有內(nèi)涵、歷久彌新且具有實力的品牌頻道。
[Abstract]:With the development of economy and technology, the growth of TV media and its ecological environment have changed significantly. In the increasingly competitive environment, brand management has become an important magic weapon for TV channels to face the impact of new media, the homogeneity of TV content and the constant segmentation of the audience market, and so on. The brand of TV channel plays an important role in shaping its good reputation and credibility. It will become a new force to promote the media reform in our country, and it is also one of the problems that must be considered and solved by the TV media in our country. After half a century's exploration and development, China's TV channels have presented a multi-level competition pattern of one provincial satellite TV channel and one prefectural channel. Among them, CCTV and a few provincial satellite channels have established a prominent influence and reputation of the brand image. However, as a big country of TV resources, there are still some problems such as vague channel orientation, serious tendency of content homogeneity, unbalanced development of channel brand and so on. Most TV channels have not strong brand awareness in management development and competition. Lack of comprehensive management personnel, lack of funds and single brand management, failed to establish brand awareness. In the face of the current situation of the development of TV channels in China, it is an important task to put forward the corresponding principles and strategies to successfully build the brand channels of our country and cope with the competition in the domestic and international markets. Firstly, the channel should adopt the four principles of specialization, culture, scientific innovation and marketization. From the professional characteristics of channel, the connotation of channel culture, brand innovation and brand pluralistic development, we can guide our TV channel to develop in the right direction. In the process of building brand, we should operate and operate the brand from four aspects: channel orientation, channel content, maintenance innovation and multiple integration. The channel orientation specialization, displays the brand unique temperament. Through precision, professional positioning and audience segmentation, clearly grasp the channel target population demand dynamics, improve the quality of the channel content authority and the effective arrival rate of programs. 2. Channel content quality, highlight the rich connotation of the brand. Creating high-quality columns, carrying on the cultural connotation and artistic flavor of the system image packaging, fully reflect the brand concept of the channel, plus scientific programming to achieve the rational allocation of channel program resources. Use the form of self-made TV series broadcast season to attract the audience's long-term attention, create the channel's unique competitive advantage. 3. Channel maintenance long-new, enhance brand competition strength. Constantly maintain, innovate existing brands, promote and promote themselves, through public welfare activities and other multimedia public relations strategy, expand the channel's social influence and reputation. 4. Diversification of channel management and integration of brand industrial value. To maximize the integration of brand value resources, through the continuous extension of the industrial chain, with the new media strong and powerful, to expand the channel's brand influence and economic added value. Through the implementation of these strategies, the TV channel of our country is shaped into a brand channel with its own characteristics, rich in connotation, old and new and strong.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：G221

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 孫樂;金融危機背景下電視節(jié)目非常規(guī)傳播研究[D];河南大學(xué);2011年

2 曾燕;省級衛(wèi)視品牌個性化建設(shè)策略研究[D];廣西師范學(xué)院;2012年

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本文編號：2234515