电视频道品牌管理分析——以湖南卫视为例.pdf

电视频道品牌治理分析 —— 以湖南卫视为例 摘要 随着传媒产业格局的不断改变，我国当前电视媒体产业正在经历新的一轮“洗牌”。频道 间高 度同质化的竞争时代已经过去，电视媒体间的品牌 战逐渐打响。目前，我国的电视市场正呈现出 中央电视台、省级卫视、地面频道“三足鼎立”的局 。这其中，湖南卫视自上星以来，凭借着精准的 品牌定位和治理战略，迅速进展成为省级电视台中最具品牌价值和影响力的频道。其品牌治理无论 从战略角度还是实践方面都远领先于国内大部分电视媒体组织，始终保持着影响力大、覆盖面广的 优 地位。 本文将在治理学和传播学的相关理论基础上，对品牌治理的相关概念进行阐释，运用 SWOT 模型对湖南卫视的内外部环境和现行品牌治理进行分析，并在治理学的角度上对其长远进展提出 合理化建议。 关键词:电视媒体 品牌治理 湖南卫视 英文摘要： With the continuous change of the pattern of media industry, Chinas current TV media industry is undergoing a new round of shuffle. The era of high homogeneity between channels has passed, and the battle of brands between TV media has begun. At present, Chinas television market is showing CCTV, provincial satellite TV, terrestrial channel tripod situation. Among them, Hunan satellite TV since the star, with the precise brand positioning and management strategy, rapidly developed into a provincial television station the most brand value and influence of the channel. Its brand management is far ahead of most of the domestic TV media organizations both strategically and practically, and has always maintained a dominant position with large influence and wide coverage. Based on the theory of management and communication, this paper explains the related concepts of brand management, analyzes the internal and external environment of Hunan Satellite TV and the current brand management by using the SWOT model, and puts forward reasonable suggestions for its long-term development in the aspect of management. 一、绪论 随着移动互联技术的不断进展，传统电视媒体行业正在面临着内忧外患的局面。行业内部红海 一片，“一超多强”的竞争环境使得 电视频道用尽浑身解数力求在行业中占据一席之地。而行业外，移 动智能终端技术的迅猛进展使得传统电视频道受众的流失速度进一步