略论电视品牌战略-中国现当代文学专业毕业论文.docxVIP

士学位论文提 士学位论文 提 要 社会主义市场经济体制的确立和发展，使电视媒体的产业特性 被发现，包括品牌经营战略在内的许多产业经营理念被大胆地引进 到电视媒体产业的经营领域中，使电视媒体产业获得了前所未有的 发展动力。 品牌的创建与经营，有利于电视媒体达到更好的传播效果，有 利于电视媒体实现最佳经济效益，同时也有利于电视媒体自身形象 的塑造。、 电视栏目品牌经营包括品牌创建战、品牌强化战略、品牌调整 战略；它把栏目经营中的观众意识、创新意识、整体意识、质量意 识、个性意识以及市场意识整合于一个经营理念中，使其成为电视 栏目品牌战略的指导思想。 作为当前具有代表意义的名牌栏目，((东方时空》和《经济半 小时》在栏目品牌战略创建、品牌强化以及品牌调整方面的成功经 验，都值得我们认真学--j与总结，对这些名牌栏目的具体分析，有 助于我们对电视栏目品牌经营战略规律的挖掘与发现。 把“媒体品牌价值最大化”作为电视媒体成功经营的标准，是 我国电视媒体产业特性决定的，体现了经济效益和社会效益相统一 的原则。 关键词： 电视 品牌战略 AbstractThe Abstract The establishment and development of the socialist market economy make the television medium industry be discovered．Lots of management concepts of various industries，such as the famous brand management stragety,have been introduced bravely to the region of television medium industry．The television medium industry gets unprecedentedly motive power． The establishment and management of the famous brand iS benefit to the better spread of the television medium；the realization of the best economical efficacy；model the figure of the television medium itself． The famous brand management of television programs includes the establishment stragety,the strengthing stragety and the adjustment stragety．It makes audience consciousness， refreshment consciousness， entirety consciousness，quality consciousness，individuality consciousness and market consciousness from the program’S management conform to the same management concept．Meanwhile，it has become the guiding principle of famous television program brand stragety． As the present representative famous programs，((Orientation))and 《Economical Half An Hour》have got successful experience in the establishment，strengthing and adjustment of the famous program brand which is worth learning and summarizing． To make the principle of “the value of medium brands’ maximization”as the standard of the snccessful television medium management is decided by the special characteristics of the Chinese television medium industry．It also embody the principle of the unity o