論我国电视专业频道的品牌建设以江苏影视频道为例.docVIP

论我国电视专业频道的品牌建设 ——以江苏影视频道为例 公共事业管理专业学生 杨博 指导教师 李明 摘要：随着社会的发展，电视媒体的竞争越来越激烈，频道专业化和专业频道品牌化成为我国电视业的发展趋势。但是，电视频道并不能单纯通过专业化改革来争夺受众的注意力，不断的研究和实践证明品牌建设才是专业频道从日趋激烈的竞争和同质化严重的状态下脱颖而出的必然选择。本文通过对我国电视专业频道品牌建设现状的分析，结合我国专业影视频道的品牌战略，以江苏影视频道的品牌构建为个案进行深入研究，对我国电视专业频道在品牌建设上存在的普遍性问题进行探讨，并提出一些打造专业频道品牌的思路及可行性方案。 关键字：电视专业频道；品牌；定位；形象识别系统 Brand Construction of China’s Television Specialized Channel ——Take Jiangsu Film and Television Channel as the Example Student majoring in Public Administration YANG Bo Tutor LI Ming Abstract：Along with societys development, the television media competition is more and more intense, the channel specialization and the specialized channel brand turn into for our country television industry development tendency. But the television channel cannot purely reform through the specialization capture audiences attention, the unceasing researchand the practice proof brand construction is the specialized channel from day by day keen competition and the homogeneity serious condition the blooming inevitably choice. This article through to China’s television specialized channel brand construction present situation analysis, unifies our country specialized film and television channel’s brand strategy, constructs take the Jiangsu film and television channel brand as a document conducts the thorough research, the universal question which exists in the brand construction carries on the discussion to the our country television specialized channel, and proposed some make the specialized channel brand the mentality and the feasible plan. Key words: Television Professional Channel；Brand；Localization；CIS 随着社会的进步和经济的发展，媒体竞争日趋激烈。作为影响力最大的大众传媒，中国电视媒体在过去的十几年里发展迅速，电视频道数量激增、电视节目制作水平不断提高，经营上也由粗放式经营渐渐转变为精耕细作。2001年7月起，国家广电总局要求全国有线电视台与无线电视台合并运作，使用统一的呼号，统一的台标，直接引发了全国范围的各电视台的频道专业化浪潮。各广电集团在合并之后整合内部资源，纷纷设置了面向不同受众需求的专业频道。但是，频道的细分和专业化的运作其实并没有形成很强，相反全国各地细分出来的频道像是一个模板出来的。 一、电视专业频道品牌的相关界定 电视频道专业化是我国电视业改革进程中的重要阶段，也是我国电视业发展的必然趋势。品牌建设是我国电视专业频道在巨大的竞争压力下冲出同质化重围、取得受众青睐的一把利剑，对电视专业频道的生存和发展具有战