【摘要】： 我國電視媒體從上世紀(jì)末期開始推行“事業(yè)單位,企業(yè)化管理”的雙軌并行經(jīng)營體制,走上了產(chǎn)業(yè)化道路。面對競爭態(tài)勢日益白熱化,競爭空間日趨飽和的客觀情況,電視媒體想要贏得盡可能大的優(yōu)勢,求得更快速的發(fā)展,實行電視品牌的經(jīng)營策略便是當(dāng)務(wù)之急。品牌策略就包括品牌的建構(gòu)、維護和延伸,實施有效的產(chǎn)品品牌策略就意味著電視節(jié)目在消費者中的高認(rèn)知度、高收視率,尤其是提高消費者的忠誠度。在全球傳播一體化的趨勢下,誰能夠率先樹立正確有效的品牌戰(zhàn)略,積極打造品牌優(yōu)勢,誰就會在未來的中國電視市場競爭中占有一席之地。 經(jīng)過長期努力培育起來的電視品牌,如果疏于維護就會有喪失的風(fēng)險。電視品牌的建構(gòu)可能是一次性的工作,然而品牌的維護絕對是一項重復(fù)而又漫長的創(chuàng)造性工作。品牌建構(gòu)成功后,需要精心的維護:包括再定位、持續(xù)創(chuàng)新、不斷開發(fā)新產(chǎn)品等等一系列的手段運用。 品牌就如同橡皮筋,延伸就是拉橡皮筋。延伸越廣,橡皮筋拉得越長。如果超出一定幅度,橡皮筋就會斷掉,品牌離失敗也就不遠了。品牌延伸應(yīng)該掌握適度原則,延伸要與原有品牌接近,否則只會弄巧成拙。 本文緒論部分概括了文章研究背景、研究目的和研究方法; 第一章是全文研究的鋪墊,主要介紹了與本文研究內(nèi)容相關(guān)的幾個主要概念:品牌、品牌的歷史、品牌的功能; 第二章和第三章是全文的主要研究內(nèi)容,包括電視品牌的建構(gòu)與電視品牌的維護; 第四章為實例篇,主要是將第二章和第三章內(nèi)容的理論部分付諸于具體媒介機構(gòu),筆者主要選取鳳凰衛(wèi)視、湖南衛(wèi)視、安徽衛(wèi)視,分別從不同的角度闡釋了它們在電視品牌建構(gòu)和維護的領(lǐng)域所做出的一些突出成績。
[Abstract]:From the end of last century, China's television media began to carry out the dual-track parallel management system of "institution, enterprise management", and embarked on the road of industrialization. In the face of the increasingly competitive situation and the increasingly saturated competition space, TV media want to win as much advantage as possible and get faster development. It is urgent to carry out the management strategy of TV brand. Brand strategy includes brand construction, maintenance and extension. The implementation of effective product brand strategy means that TV programs have a high degree of recognition and high ratings among consumers, especially to enhance the loyalty of consumers. Under the trend of global communication integration, who can take the lead in setting up the correct and effective brand strategy and actively building the brand advantage, who will have a place in the future competition in the Chinese television market. TV brands that have been nurtured through long-term efforts risk losing if they fail to maintain them. TV brand construction may be a one-time job, but brand maintenance is definitely a repetitive and long creative work. After successful brand construction, it needs careful maintenance: including repositioning, continuous innovation, continuous development of new products and a series of means to use. A brand is like a rubber band, and extension is a rubber band. The wider the extension, the longer the rubber band is stretched. If beyond a certain range, the rubber band will be broken, the brand is not far from failure. Brand extension should grasp appropriate principles, extension should be close to the original brand, otherwise it will only be self-defeating. The introduction part of this paper summarizes the research background, research purpose and research methods; The first chapter is the preparation of the full-text research, mainly introduces several main concepts related to the research content of this paper: brand, brand history, brand function; The second and third chapters are the main research contents, including the construction of TV brand and the maintenance of TV brand. The fourth chapter is the example part, mainly the theoretical part of the second chapter and the third chapter content put into the concrete media organization, the author chooses Phoenix TV, Hunan TV, Anhui Satellite TV, mainly choose Phoenix Satellite TV, Hunan Satellite TV, Anhui Satellite TV, From different angles, it explains their outstanding achievements in the field of TV brand construction and maintenance.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：G220

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

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

2 何琴;電視媒體品牌策略研究[D];重慶大學(xué);2010年

3 劉超;中國職場真人秀品牌節(jié)目研究[D];安徽大學(xué);2012年

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本文編號：2459271