【摘要】： 隨著世界經濟一體化程度的不斷加深和我國社會主義市場經濟體系的建立與發(fā)展,電視媒體的產業(yè)特性在國內越來越受到重視,包括品牌經營戰(zhàn)略在內的許多產業(yè)經營理念被大膽地引進到電視媒體產業(yè)的經營領域中,品牌的本土化創(chuàng)新就是其中為了應對經濟、文化的全球化而提出的電視產業(yè)發(fā)展戰(zhàn)略之一。 電視品牌的本土化創(chuàng)新,其實質就是塑造和發(fā)展民族化、區(qū)域化的電視文化品牌問題。作為大眾傳播媒介,電視本身就包含有宣傳和塑造本民族、本地區(qū)特色文化的屬性。而電視品牌本土化創(chuàng)新經營戰(zhàn)略的開展,將有利于電視媒體在達到更好傳播效果、塑造自身品牌形象的同時,實現(xiàn)最佳經濟效益。在我國當前的電視產業(yè)現(xiàn)狀中,中央電視臺站在全國的高度,率先實施了專業(yè)化和品牌化的戰(zhàn)術策略；鳳凰衛(wèi)視則是處在中西經濟、文化、政治共融的香港地區(qū),其生存環(huán)境和成功創(chuàng)新策略為我國內地今后電視產業(yè)的發(fā)展提供了寶貴的探索性經驗借鑒；湖南衛(wèi)視則是在我國電視產業(yè)界首先開展娛樂定位,并在創(chuàng)新中成為省級衛(wèi)視品牌的排頭兵和知名品牌。它們是我國電視產業(yè)品牌經營和創(chuàng)新發(fā)展的代表,研究和分析它們在各自本土化品牌戰(zhàn)略定位、品牌強化以及品牌調整方面的成功經驗和不足之處,將有助于我們對電視本土化品牌經營戰(zhàn)略規(guī)律的挖掘與發(fā)現(xiàn)。 本文的創(chuàng)新之處在于運用傳播學和營銷學的相關理論,結合實際,采用邏輯和實證相結合的方法對幾個電視品牌創(chuàng)新案例進行分析和研究,論證了電視品牌本土化創(chuàng)新是創(chuàng)建和發(fā)展我國自己的電視品牌,參與國際競爭,應對文化、經濟全球化挑戰(zhàn)的戰(zhàn)略出路,對國內其它電視媒介如何進行品牌本土化創(chuàng)新具有重要的參考價值和借鑒意義。
[Abstract]:With the deepening of the integration of the world economy and the establishment and development of our socialist market economy system, more and more attention has been paid to the industrial characteristics of TV media in China. Many industrial management concepts, including brand management strategies, have been boldly introduced into the field of television media industry management. Brand localization innovation is one of them in order to cope with the economy. One of the TV industry development strategies put forward by the globalization of culture. The essence of the localization innovation of TV brand is to mold and develop the national and regional TV cultural brand. As a mass media, television itself contains the attribute of propagating and shaping the national and local characteristic culture. The development of the innovative management strategy of TV brand localization will help the TV media to achieve better communication effect and create their own brand image, and achieve the best economic benefits at the same time. In the current situation of China's television industry, CCTV has taken the lead in implementing the tactical strategy of specialization and branding from the height of the whole country. Phoenix Satellite TV is a Hong Kong region where the Chinese and Western economies, culture, and politics are in harmony. Its survival environment and successful innovation strategy provide valuable experience for the future development of TV industry in mainland of China, Hunan Satellite TV is the first entertainment positioning in the television industry of our country. And in innovation to become provincial TV brand vanguard and famous brand. They are the representatives of the brand management and innovation development of China's television industry. This paper studies and analyzes their successful experiences and shortcomings in the localization of brand strategy, brand strengthening and brand adjustment. Will help us to the television localization brand management strategy rule excavation and the discovery. The innovation of this paper lies in the analysis and research of several TV brand innovation cases by using the relevant theories of communication and marketing, combining with the practice, using the method of combining logic and demonstration. This paper demonstrates that the localization innovation of TV brand is the strategic way to establish and develop our own TV brand, to participate in international competition, to deal with the challenge of culture and economic globalization. It has important reference value and significance for other domestic TV media how to carry out brand localization innovation.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G229.2-F

【引證文獻】

相關碩士學位論文 前1條

1 婁淑靜;廣東衛(wèi)視品牌構建的戰(zhàn)略研究[D];華南理工大學;2011年

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本文編號：2235064