从_情感_到_幸福_江苏卫视的品牌战略2（From _ _ to _ emotional happiness _ Jiangsu satellite TV brand strategy 2）.docVIP

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从_情感_到_幸福_江苏卫视的品牌战略2（From _ _ to _ emotional happiness _ Jiangsu satellite TV brand strategy 2）.doc

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从_情感_到_幸福_江苏卫视的品牌战略2（From _ _ to _ emotional happiness _ Jiangsu satellite TV brand strategy 2）

从_情感_到_幸福_江苏卫视的品牌战略2（From _ _ to _ emotional happiness _ Jiangsu satellite TV brand strategy 2） Case study, Jiangsu satellite TV Emotional world, Happy China A clear-cut view of our values It is duty to pass on good fortune Happiness leads to happiness. Be based on Happiness. Brand positioning Jiangsu radio and Television General Station (Group ) propose To build Chinas most influential media, entertainment and culture brands. One Brand vision. According to Jiangsu radio and Television General Station (Group ) brand Plan General Station (Group ) brand should achieve national breakthrough Focus on Jiangsu satellite TV brand. Therefore, the main Taiwan (Group ) make brand decisions : Jiangsu satellite TV brand in the core concept and Taiwan (Group Brand protection Hold agreement That is, from Emotion Upgrade to Happiness. General Station (set group Jiangsu satellite TV Happiness. Brand is the main carrier of communication , Through the integration and optimization of program content, large-scale activities, film and television drama, presided over from Emotion to from Established in 2004 Emotion Positioning To. 2010 upgrade to Happiness. Positioning Jiangsu satellite TV has achieved great leap forward Made it out A nationally recognized media brand with strong visibility and powerful influence. A, Emotion world Featured operation According to marketing theory Positioning Thats in the target consumer mind It occupies a unique niche with competitors. Jiangsu satellite TV At the initial stage of brand strategy Decide on Characteristic operation For breach In order to obtain an exclusive unique in the minds of the audience Position. 2004 Jiangsu satellite TV has done in-depth research and analysis inside and outside , Established Emotional characteristics Brand positioning. This makes Jiangsu satellite TV in When provincial satellite TVs positioning, melee tight encirclement The channel is being implemented gradually Value regression Ranking from the original backwar