电视媒体品牌塑造与广告经营.pdfVIP

摘 要 摘 要 商品经营靠品牌，媒体经营也应靠品牌。媒体的广告经营同样也要靠品牌。如今， 媒体市场的竞争日趋激烈，已经出现了强势媒体越来越强、弱势媒体越来越弱的现象。 竞争越激烈，媒体的品牌化运作和合理的广告经营观念越发显得重要而突出，它是媒体 取得核心竞争力的关键所在。我国电视媒体，尤其是一些地方媒体广告经营出现滑坡是 并不是把精力放在改善节目和自身的品牌上，一味的抓紧广告业务的提高，这无疑是舍 本逐末。电视媒体广告人应清醒意识到自身与媒体品牌的紧密联系和地位，在完善广告 业务的同时，深究品牌力量。本文以媒介经济的发展状况为引，以中央电视台广告部为 例，通过分析品牌理论和传播学原理揭示出品牌力量的源泉，并依据本人经验提出了解 决方案——栏目品牌化。 关键词 电视广告 媒体 品牌塑造 传播 经营 I Abstract Abstract The commodity management depends on the brand; the media management also should depend on the brand. The media advertisement management similarly also must depend on the brand. Now, media market competition day by day intense, the strong media become more and more strong, the weak media become more and more weak. Competition more intense, the media brand operation and the reasonable advertisement management idea even more appear important and is prominent, it is the media’s core competitive ability and the key to be successful. Our country television media, especially some local media advertisement become worse is not because the bad behavior of workers in AD department. It is the fault of brand, the brand of our medium and our program. We do not puts the energy in the improvement program and own brand, constantly grasps the advertisement service the enhancement; this is without doubt the shed this by end. The television media advertisement people should soberly realize themselves who have strong relations with the media brand,. This article as directs take the medium economy development condition, take the CCTV advertisement department as the example, promulgates the brand strength through