央视经济频道品牌策略研究

发布时间：2018-04-05 12:54

本文选题：经济频道　切入点：品牌　出处：《郑州大学》2008年硕士论文

【摘要】：2008年是中国电视事业创办50周年,中国是个电视大国,2007年底,中国电视用户达36.4万户。电视频道的竞争实质上就是品牌的竞争,一方面,观众每天收看电视的时间十分有限,另一方面,随着电视技术的发展和体制改革的不断完善,有线网络的大规模普及,境外电视频道的“入侵”,媒体竞争将会愈演愈烈。如今的观众已不再是受教育者,他们以消费者的身份在电视节目乃至频道之间进行选择。当电视的供给量超过观众接受能力的时候,注意力就成为了一种稀缺资源。获得注意力便成为电视频道获得市场份额、获得观众记忆、获得传播效果的前提。正是在这种背景下,近年来各个电视频道都在努力打造核心竞争力。湖南卫视借助几年的娱乐传统突出“最具活力的中国电视娱乐品牌”;广东卫视因身处经济改革的最前沿,突出自己的“财经”特色;江苏卫视打造出以“情感”为特色的电视频道。CCTV—2没有走专业财经频道的道路,而是以“大经济观”作为整个频道布局的核心理念,将频道定位于“大众、综合、实用”。在媒体竞争激烈和受众细分的情况下,各家电视机构几乎都有自己的经济频道和经济类节目。央视经济频道获得极高的收视率,仅次于中央一套,是名副其实的中国第二大卫视频道,被电视观众评价为最有活力的电视频道之一。本文分为五大部分:品牌概述、央视经济频道品牌策略构成、央视经济频道成为品牌的主要原因、央视经济频道与美国财经频道CNBC比较研究、央视经济频道如何打造核心竞争力,全面分析CCTV—2的品牌策略。
[Abstract]:The year 2008 marks the 50th anniversary of the founding of China's television industry. China is a big TV country with 364000 TV subscribers at the end of 2007.The competition of TV channels is essentially the competition of brands. On the one hand, the time for viewers to watch TV every day is very limited. On the other hand, with the development of television technology and the continuous improvement of the system reform, cable networks become popular on a large scale.The "invasion" of foreign TV channels, media competition will intensify.Today's audience is no longer an educatee, as a consumer between television programs and channels.Attention becomes a scarce resource when television supplies exceed the audience's receptivity.Attention becomes the premise for TV channel to gain market share, audience memory and communication effect.It is in this context, in recent years, each television channel is trying to build core competitiveness.Hunan Satellite TV highlights "the most dynamic Chinese TV entertainment brand" with the help of several years' entertainment tradition, Guangdong Satellite TV stands out its "finance and economics" characteristic because it is in the forefront of economic reform.Jiangsu Satellite TV set up a TV channel characterized by "emotion". CCTV-2 did not follow the road of professional financial channel, but took "big economy view" as the core idea of the whole channel layout, and positioned the channel as "popular, comprehensive and practical".In the case of intense media competition and audience segmentation, almost all television organizations have their own economic channels and economic programs.CCTV's economic channel, with an extremely high ratings, is the second largest satellite television channel in China, after the central one, and has been rated by television viewers as one of the most dynamic channels.This paper is divided into five parts: brand overview, brand strategy composition of CCTV economic channel, the main reasons for CCTV economic channel to become the brand, the comparative study of CCTV economic channel and American financial channel CNBC.CCTV economic channel how to build core competitiveness, a comprehensive analysis of CCTV-2 brand strategy.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G222

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