对地方电视台实施品牌化栏目策略的思考.docVIP

PAGE 6 PAGE 10 目 录 TOC \o 1-3 \h \z \u 摘要 1 关键词 1 Abstract 1 Keywords 2 前言 2 1 地方电视台品牌化栏目建设的重要性 3 1.1 媒体间竞争的空前激烈 3 1.2 新媒体的大量涌现 3 1.3 电视栏目同质化现象严重 4 2 品牌化栏目建设中运用的策略——以《直播贵阳》为例 4 3 地方电视台品牌化栏目实施的反观与展望 7 成果声明 8 致谢 9 参考文献 10 对地方电视台实施品牌化栏目策略的思考 —以贵阳电视台《直播贵阳》栏目为例 李捷 摘要：影响力经济时代，电视台栏目品牌已经成为一种战略性资产，是传媒核心竞争力的重要源泉，是构成传媒影响力的关键性要素之一，因此对任何媒体来说，树立品牌栏目，打造强势品牌，成为保持战略领先性的关键，品牌策略已经成为各类媒体宣传中的重点。在这种新环境下，地方电视台面临着市场更为猛烈的竞争和冲击，尤其应把品牌化栏目的打造和实施作为电视台工作的重点，随着电视产业的竞争和冲击，我们正看到，在严峻的竞争环境下，强者更强。在此研究和探讨对地方电视台实施品牌化栏目的策略，不仅对于地方电视台在当前媒介环境下的生存具有重要意义，而且也是对地方电视台栏目品牌化策略的进一步探讨和补充。希望通过贵阳电视台《直播贵阳》栏目的品牌化打造来得出一些共性，以用来对我国地方电视栏目品牌化建设提供一点参考和启示。本文首先将从地方电视台品牌化栏目建设的重要性入手，来阐述地方电视台为什么要实施品牌化栏目策略，接着是具体论述了品牌化栏目建设的几个策略，第三部分主要是结合贵阳电视台的《直播贵阳》节目进行案例论证，最后结合地方电视台品牌化栏目实施中可能出现的问题作了反思和展望。 关键词：地方电视台 品牌化 直播贵阳 The implementation of the local television brand strategy of the column- Guiyang TV live in Guiyang section as an example Li Jie Abstract：Influence economic times, television has become a strategic part brand assets, is an important media source of core competence, influence the media constitute one of the critical elements, so any media for brand building part, building a strong brand, to become the key to maintaining strategic leadership, brand strategy has become the focus of various types of media publicity. In this new environment, the local television market is facing more intense competition and the impact, in particular the brand part of the build and implementation of the focus of the work as a television, with the television industry and the impact of competition, we are seeing, In the tough competitive environment, the strong stronger. In this study, and study the implementation of local television brand part of the strategy, not only for local stations in the current media environment is important for survival, but also part of the local television brand strategy to further explore and add. Guiyang TV hopes to live in Guiyang section of brand building to draw