电视台的品牌塑造策略.doc

经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 精心整理 仅供参考 勿用作商业用途 电视台的品牌塑造策略 ——以江苏电视台为例 摘 要 品牌是人们耳熟能详的概念,它是人们在长期的社会生活中对某一种产品的品质、格调等做出的共识性的结论。随着电视产业化的不断发展与壮大，我国电视媒体生态行列中，省级卫视之间品牌竞争显得日趋激烈，而品牌建设竞争中的成败也直接决定了各家电视台的在激烈市场竞争中的生存空间与发展潜力，这种情况对电视台的品牌塑造策略进行系统深入的研究就显得非常有必要。 本文即以当前在我国省级卫视品牌建设中较为成功的江苏电视台为研究个案，对其在品牌塑造过程中的“情感天下”、“情感世界”、“幸福中国”三个阶段的品牌定位选择以及每一个品牌塑造阶段采用的具体策略措施进行了系统深入的总结与剖析。 通过本文的研究，得出了一系列有关塑造电视台品牌的合理策略和经验，笔者期望通过此次课题的研究，充分利用江苏电视台成功的品牌管理与塑造方面的成功经验为我国更多企业的品牌管理与塑造提供一些借鉴，从而对我国广播电视业有所裨益。 关键词：电视台 品牌 塑造 策略 Abstract Brand is the people familiar with the concept, it is that people in long-term social life of a product of a quality, style, etc. to make the consensus of the conclusions. With the television industry continues to develop and grow, the ranks of Chinas TV media environment, the provincial TV seems increasingly fierce competition between the brands, and brand-building competition, but also directly determines the success or failure of every TV station in the fierce market competition living space and development potential of this situation on the television branding strategy for a systematic study of it is very necessary.  This paper is to present the provincial level in China in the more successful brand-building TV, Jiangsu TV station as a case study in brand building process of their emotional world, Emotions, Happy China brand positioning three stages of selection and every stage of a branding strategy with specific measures of the system in-depth summary and analysis.  Through this study, obtained a series of reasonable shape the television brand strategy and experience, I hope that through the research projects, take advantage of Jiangsu TV successful brand management and shaping the successful experience of the brand as more companies in China management and to provide some reference shape, and thus benefit of radio and television industry. Keywords: TV ；Brand ；Shape ；Strategy 目 录 摘要…………………………………………………………………………………I 一、引言……………………………………………………………………………1 二、江苏电视台的品牌定位历程分