电视频道品牌化运作策略研究技术方案.docVIP

诚信申明 本人申明： 我所呈交的本科毕业设计（论文）是本人在导师指导下对四年专业知识而进行的研究工作及全面的总结。尽我所知，除了文中特别加以标注和致谢中所罗列的内容以外，论文中创新处不包含其他人已经发表或撰写过的研究成果，也不包含为获得北京化工大学或其它教育机构的学位或证书而已经使用过的材料。与我一同完成毕业设计（论文）的同学对本课题所做的任何贡献均已在文中做了明确的说明并表示了谢意。 若有不实之处，本人承担一切相关责任。 本人签名： 年 月 日 电视频道品牌化运作策略研究 张安然 广告学专业 广告0702班 学号070407046 指导教师 王路刚教授 王瑶助教 摘 要 近年来电视媒体发展迅速，行业内竞争更是激烈，我国作为电视频道最多的国家，丰富的节目内容众多频道间对观众手中遥控权的争夺，。 品牌可以提高商品的附加利润,也可以培养购买的忠诚度从而保持良好的销售态势。品牌创立和品牌维持 本文的主要思路是探讨频道品牌化管理的有效模式，将品牌概念引入频道管理中，对国内的电视频道品牌化做一个系统的分析和策略探究。 首先阐明了品牌的概念以及品牌对消费的影响力，然后对电视频道品牌的核心概念、特征等问题做了必要的阐述。通过典型案例，对电视频道品牌战略的设计、运作内容、战略定位、具体实施等方面进行了详细论述。这不仅是理论发展的内在延伸，也可修正国内频道品牌在发展过程中出现的问题，力求为频道品牌化建设的探索提供有益的参考。 关键词：电视频道 品牌化 经营策略 The Research of Television Channels Branding Operation Strategy Abstract In recent years, the rapid development of TV media industry competition is fierce. China as a television channel most populous country, rich program to provide more viewing audience. Many channels for audience for the remote control, is not only the quality of programs, is the brand communication between. Brand can raise the additional profit, also can buy loyalty training so as to maintain good sales situation. Television channel management is the brand promotion channel brand competitiveness as the core, through various strategies on channel for brand building and brand maintain two main phase construction, resort to brand management rules will channel construction into the brand management, finally conduced to the maximum play spread effectiveness channel to improve channel core competitiveness. This paper discusses the main thought is an effective mode of brand management channel, the brand concept is introduced in channel management in China, the television channel brand makes a systematic analysis and strategy explored. Firstly expounds the concept and brand on brand consumers influence. Through the typical cases of TV channels, the brand strategy of design, operation content, the strategic orientation, implementation of specific aspects