湖南营销机制.pdfVIP

10 4 Vol10 No4 2010 8 JOURNAL OF HUNAN INDUSTRY POLYTECHNIC Aug2010 湖南卫视营销机制创新案例分析 (, , 410007) [ ] 从 2003年开始, 湖南卫视进入到了频道运营和品牌高速发展的黄金时代在频道影响 : 湖南卫视收视率已连续 4年 位居省级卫视第一, 连续两年被评为 中国 最具投资价值的媒体 , 连续两年入主 中国品牌 500强 可以说, 通过十年的开拓发 展, 湖南卫视已从 一个地方区域性电视媒体成长为一家在海内外都具有广泛影响和传播价值的强势媒体湖南卫视能够在数年之内 取得飞速度发展, 领先全国其他省级电视台, 这与其不断创新的营销机制是密不可分的文章从湖南卫视的娱乐品牌战略入手, 分 析湖南卫视如何在营销战略 进行创新 [ ] 湖南卫视; 营销机制; 创新; 战略 [ ] TN94 [] A [] 167 1- 5004 ( 2010) 04- 0026- 03 Hunan TV M arketing Systeen Inno ation Fu X iang- ling ( X iao iang M ovie, Changsha 410007, H unan) [ Abstract] H unanTV has com ing into the golden age of chann eloperating and rap id developm ent of brand from 2003Th e ratings ofH unan TV has ranked for the first for 4 years consecutively on Channel effects ( th e si th in all the Satellite TV of Ch ina, just after CCTV 13685) It has been nam ed them ost investm ent valuable m edia of ch ina for two years consecutively, and has been selected asTop 500 Brand s of Ch in aW e can say that, through ten years of developm ent, H unan TV has grow ed from a localm edia to a strong m edia w ith w ide- ranging mi plications and comm un ication va lue at hom e and abroadThe reason w hy H unan TV can obtain flight speed developm ent is that it h as innovative m arketing sys temTh is article beg insw ith entertainm ent brand strategy ofH unan TV an alysisesH unan TV to analyze its innovative marketing strategy [ Key words] H unan TV; m arketing system; innovation; strategy , 1997 1 1 1, 2, , , , ! , ∀!∀!∀!∀!∀