發(fā)布時(shí)間：2018-10-21 15:38

【摘要】： 在現(xiàn)今的傳媒競爭中,品牌已成為一種戰(zhàn)略性資產(chǎn),它不但是傳媒核心競爭力最牢固的根基和不竭的源泉,也是打造傳媒競爭力和影響力的最為核心的要素之一。因此,任何媒體要想始終保持其在戰(zhàn)略上的領(lǐng)先性,始終能在激烈的媒體競爭中占據(jù)最有利的地位,就必須要樹立和突出品牌意識,著力塑造出優(yōu)質(zhì)強(qiáng)勢品牌。 本文共分四個(gè)部分：第一部分主要論述打造電視欄目品牌的意義,具體闡釋了品牌的概念及含義,品牌戰(zhàn)略及其對我國電視欄目發(fā)展的重要影響,電視欄目品牌化的重大現(xiàn)實(shí)意義以及所產(chǎn)生的積極的社會意義和重要的市場價(jià)值。第二部分主要就電視欄目品牌的定位進(jìn)行論述,從品牌定位理念的提出和對電視欄目發(fā)展的重大影響,電視欄目品牌如何準(zhǔn)確定位、定位誤區(qū)分析以及營銷觀念對欄目品牌定位的影響具體加以闡釋。第三部分著重就如何構(gòu)建電視欄目品牌加以論述,具體包括結(jié)合我國實(shí)際對電視品牌欄目進(jìn)行探討,電視欄目發(fā)展固有周期分析以及品牌欄目的改革,如何創(chuàng)建電視欄目品牌,打造電視欄目品牌過程中應(yīng)注意的問題,以及經(jīng)典電視欄目品牌案例分析。第四部分主要探討了媒體核心競爭力和電視欄目品牌的核心競爭力。其中打造電視欄目品牌在現(xiàn)代電視傳媒競爭中所具有的重大意義,以及就電視欄目品牌本身的構(gòu)建問題進(jìn)行的研究是本文的重點(diǎn)。 本文的結(jié)論：現(xiàn)今的電視媒體已經(jīng)步入了一個(gè)品牌競爭的時(shí)代,要想在日益激烈化的電視傳媒競爭中始終立于不敗之地就必須要樹立品牌意識,實(shí)施欄目品牌化建設(shè),在欄目品牌戰(zhàn)略上始終保持領(lǐng)先性,科學(xué)有效的進(jìn)行品牌經(jīng)營,不斷深入挖掘開發(fā)品牌的文化內(nèi)涵,不斷提升品牌的影響力和競爭力,把品牌真正的做大做強(qiáng),著力打造出真正過得硬的強(qiáng)勢品牌。隨著品牌化意識的不斷深入和強(qiáng)化,我們有理由相信我國的電視傳媒業(yè)必將朝著更為有序,更為健康,更為繁榮的方向大踏步的前進(jìn)。
[Abstract]:In today's media competition, brand has become a kind of strategic asset, which is not only the most solid foundation and inexhaustible source of the core competitiveness of the media, but also one of the most core elements to build the competitiveness and influence of the media. Therefore, if any media want to maintain its strategic leadership and always occupy the most favorable position in the fierce media competition, it is necessary to establish and highlight brand awareness and strive to create a strong brand of high quality. This paper is divided into four parts: the first part mainly discusses the significance of creating TV column brand, explains the concept and meaning of brand, brand strategy and its important influence on the development of TV column in China. TV column brand is of great practical significance, positive social significance and important market value. The second part mainly discusses the positioning of TV column brand, from the concept of brand positioning and the major impact on the development of TV column, how to accurately position the brand of TV column. Analysis of positioning errors and the impact of marketing concepts on column brand positioning are explained in detail. The third part mainly discusses how to construct TV column brand, including discussing TV brand column, analyzing the inherent cycle of TV column development and reforming brand column, and how to establish TV column brand. The problems that should be paid attention to in the process of creating TV column brand, as well as the case study of classic TV column brand. The fourth part mainly discusses the core competitiveness of media and TV brand. Among them, the great significance of creating TV column brand in the modern TV media competition, and the research on the construction of TV column brand itself is the focus of this paper. The conclusion of this paper: the TV media has entered an era of brand competition. In order to remain invincible in the increasingly fierce competition of TV media, it is necessary to establish brand awareness and implement column brand construction. In the column brand strategy, always maintain the leading, scientific and effective brand management, constantly explore the cultural connotation of the brand development, constantly improve the brand's influence and competitiveness, and make the brand truly bigger and stronger, Strive to create a really strong brand. With the deepening and strengthening of brand awareness, we have reason to believe that China's television media industry will be more orderly, more healthy, more prosperous in the direction of great strides forward.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G222-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 劉m，

本文編號：2285551