省级卫视品牌个性化建设策略分析——基于江苏卫视品牌塑造的案例分析-analysis on the strategy of personalized brand building of provincial satellite tv - based on the case study of brand building of jiangsu satellite tv.docxVIP

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省级卫视品牌个性化建设策略分析——基于江苏卫视品牌塑造的案例分析-analysis on the strategy of personalized brand building of provincial satellite tv - based on the case study of brand building of jiangsu satellite tv.docx

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省级卫视品牌个性化建设策略分析——基于江苏卫视品牌塑造的案例分析-analysis on the strategy of personalized brand building of provincial satellite tv - based on the case study of brand building of jiangsu satellite tv

ABSTRACTBrandcompetitionistheadvancedformofmarketcompetition,withtheinfluenceofeconomicglobalizationintensifies,themarketcompetitionbetweenTVmediaincreasesfiercely,asanimportantforceinChinesetelevisionmarket,provincialsatelliteTV—iftheywanttoremainaninvinciblepositioninfiercemediacompetition,theonlywayistobuilditsownbrand.Theessenceofbrandconstructionisdifferentiationincreation,butprogramshomogenizationandchannelassimilationprevailincurrentChineseTVmedia,soweshouldemphasizebrandpersonalityinitsconstruction,makethebrandwithuniquepersonalityandtemperamentaspeopleandbuildharmoniousrelationshipbetweenbrandandtheaudience,onlydoingsocanformdifferenceandobtainthedifferentialvalueandstandoutfromnumeroustelevisionchannelultimately.TherapidriseofJiangsusatelliteTVhasarousedwidespreadconcerninlastfewyears,“JiangsuTVPhenomenonalsobecameahotspotinacademiccircle.ThispaperwilltakebrandbuildingJiangsusatelliteTVasacase;trytoanalyzehowtheydoinbrandpersonalityconstructionfromchannelpositioning,packaging,personalizedcolumnconstructionandcombination,advertizingandmarketingandtooffersomereferenceforothersatelliteTV.Inaddition,thispaperfocusesonsatelliteTVchannel,discussproblemthatexistsinbrandpersonalityconstructioninprovincialsatelliteandanalyzethereasons.Meanwhile,thispaperputsemphasizeontheoutstandingdomesticandforeigntelevisionchannels,summarizetheirsuccessfulbrandconstructionexperienceinsomeaspects,fortheproblemwhichexistsinbrandpersonalityconstructionofprovincialsatelliteTVinourcountrypointedlyputforwardsthecorrespondingstrategyinbrandstrategysense,channelinnovation,newmediacooperation,talentconstructionandmanagement.Keywords:ProvincialsatelliteTV，Brandconstruction，Personality，JiangsuSatelliteTV，Strategy目录摘要.......................................................................................................................ⅠABSTRACT............................................................................................................Ⅱ目录.......................................