民族文化类电视栏目的形象包装及品牌广毕业论文.doc

民族文化类电视栏目的形象包装及品牌推广 摘 要 电视栏目的形象包装应集思想性、艺术性于一体。能够让观众感受到包装之外的一种思考，一种启迪。随着设备技术的日益更新,特技功能的日趋多样化,包装也会随之越来越精致,它不但使栏目的特色更加鲜活,内涵更加丰富,而且使栏目内容也得到升华,给观众留下深刻的印象。民族文化类栏目包装推广，形象宣传方面，还有很大的提升空间只有将传统的文化命题和与时俱进的营销策略完美结合，才能真正实现品牌化目标。 民族文化类电视栏目形象包装品牌推广 Abstract The image making-up of TV program is intellectual and artistic.It can make the audience feel not noly the making-up but also the deliberations and lights from the author.As the technology of our equipments reforms so fast,the special effects becomes more and more and more varied,and of course,the making-up of TV program becomes more and more varied.This makes the charateristics of TV programe more fresh,the making-up of TV program richer informative.Also this could bring the contents of TV program to a higher level,leaves a deeper impression to the audience.The programs of national culture are the advantages of reources of west television broadcasting stations in wstern China,they are the preferred choices to excute the strategy of dissimilation in the competition with the television broadcasting stations in eastern China，they are also the bargaining chips to improve the figure of the whole western China.In the changes of technology and ideas,there is still much space which can be improved in popularizing and publicizing these programs.And only by gathering the topics of traditional culture and the marketing strategies that is advanced with the times together,can we make the branding come true.　　 Key words：The cultural TV program；Image packaging；brand promotion 论文题目 ………………………………………………………………………………… 1 中英文摘要及关键词…………………………………………………………………… 1 引言……………………………………………………………………………………… 3 1 民族文化类电视栏目的形象包装…………………………………………………… 3 1.1 建立准确的栏目定位……………………………………………………………… 3 1.2 建立特色鲜明的栏目形象识别系统…………………………………………… 4 1.3 栏目包装风格必须整体统一……………………………………………………… 5 1.4 现代栏目包装需要鲜明的个性…………………………………………………… 5 2 民族文化类栏目的品牌推广策略…………………………………………………… 6 2.1 合理规划栏目的编排……………………………………………………… 6 2.2 进行跨媒体联动的立体化传播…………………………………………………… 结论……………………………………………………………