省级卫视品牌经营的困境及突破路径——以湖南卫视、浙江卫视为例

发布时间：2018-04-08 17:51

  本文选题：经营现状　切入点：同质化　出处：《新闻爱好者》2015年09期

【摘要】：当今社会已经进入到一个快速、高效、实时互动的新媒体时代。只有顺应时代发展的媒体才能在信息化潮流的激烈竞争中立于不败之地。中国的省级电视媒体正是在这样一种改革的浪潮下,不断推进品牌化经营,试图通过打造独具特色的品牌,吸引更多的观众,抢占更多的市场份额,成为省级卫视的龙头老大。然而,近两年来,各省级卫视之间相互模仿,争相引进国外节目,品牌定位不明,节目高度同质化,导致品牌经营惨淡,长期下去并不利于省级卫视的持续发展和品牌建构。如何才能准确进行品牌定位?打造特色栏目、建设长期品牌发展战略,成为省级卫视品牌化经营的重中之重。
[Abstract]:In today's society has entered into a fast, efficient, real-time interactive new media era. The fierce competition only to adapt to the development of media can in the information flow in an invincible position. China provincial TV media is in such a wave of reform, continuously push forward the brand management, attempts to create a unique brand, attract more viewers to seize more market share, become the provincial TV big boss. However, in recent years, imitate each other between the provincial TV, eager to introduce foreign programs, brand positioning is not clear, show a high degree of homogeneity, caused the recession, sustainable development and long-term brand building is not conducive to the provincial satellite TV. How can accurate brand positioning? To create a special column, the long-term construction of the brand development strategy, has become the priority among priorities of provincial satellite TV brand management.

【作者单位】： 中国地质大学(武汉)艺术与传媒学院;
【分类号】：G229.2
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本文编号：1722683