我国省级卫视的品牌建设研究

发布时间：2018-06-27 07:22

本文选题：省级卫视 + 电视品牌　；参考：《江西财经大学》2013年硕士论文

【摘要】：省级卫视作为我国所独有的一种电视形态，从上世纪80年代进入公众视野起至今已有近三十年的时间。在这段期间内，省级卫视也跟随着中国特色社会主义市场体制逐步完善的步伐，完成了事业性质单位向企业集团的转变，市场主体身份也更为明确。品牌是自由市场经济的产物，电视品牌也应是电视市场发展到一定程度的产物，换言之，当电视业发展到一定规模，市场出现自然分割，各级电视媒介需通过自内而外的改革和竞争来赢取市场份额时，电视品牌建设就成为各级电视媒介的首要议题。纵观我国省级卫视品牌建设的发展历程，省级卫视先后经历了初级竞争、产业形成以及正在进行时的整合营销阶段，并且每个发展阶段都有自己的特点。初级竞争阶段有以下特点：一是省级卫视凭借覆盖优势占主导地位；二是省级卫视处于简单的单位节目生产阶段。产业形成阶段有以下特点：一是省级卫视从力争覆盖优势到力争区位优势的转变；二是省级卫视开始有意识地打造品牌栏目；三是产业属性日益明确，，广电集团纷纷建立。整合营销阶段有以下特点：一是省级卫视已经发展到战略优势主导阶段；二是省级卫视呈现不均衡发展的态势。目前，我国省级卫视在品牌建设进程中也出现了以下情况：一是省级卫视为突出特色，实行错位竞争，因而产生品牌分众化现象；二是省级卫视在品牌建设过程中出现马太效应，品牌分化现象升温；三是在省级卫视强弱分化的基础上，省级卫视内部分化为三个梯队。第一、二梯队卫视与第三梯队卫视的差距进一步拉大，但是排行前十名的省级卫视之间的距离又在缩小，竞争格局发生变化，第一、二梯队排位赛升级。省级卫视在品牌建设中出现的问题则具体反映在以下几个方面：一是品牌定位模糊；二是节目内容同质，节目类型比较单一；三是品牌传播缺乏广度和深度；四是品牌经营缺乏专业人才。因而，针对上述问题，一是要注重清晰的品牌定位和特色的形象包装；二是要通过扶持节目研发中心与优化节目编排来提升节目内容与节目类别的丰富性；三是通过品牌推介会，台网联动，微博营销以及活动营销等方式构建立体化的品牌传播渠道；四则是组建专业化的品牌管理团队以实现频道品牌建设的可持续发展。
[Abstract]:As a unique form of TV in China, provincial satellite TV has been in public view for nearly 30 years since 1980s. During this period, the provincial satellite TV also followed the pace of the gradual improvement of the socialist market system with Chinese characteristics, completed the transformation of the business units to enterprise groups, and the identity of the market main body was more clear. The brand is the product of the free market economy, and the television brand should also be the product of the development of the television market to a certain extent. In other words, when the television industry develops to a certain scale, the market will naturally split up. When all levels of TV media need to win market share through the reform and competition from inside to outside, the construction of TV brand becomes the primary topic of TV media at all levels. Throughout the development of provincial satellite TV brand construction, provincial satellite TV has experienced primary competition, industrial formation and ongoing integration marketing stage, and each stage of development has its own characteristics. The primary competition stage has the following characteristics: one is that the provincial satellite TV has the dominant position by virtue of the coverage advantage; the other is the provincial satellite TV is in the simple unit program production stage. The forming stage of industry has the following characteristics: first, the transformation of provincial satellite TV from striving for coverage advantage to striving for regional advantage; second, provincial satellite TV starts to consciously create brand column; third, the industry attribute is increasingly clear, and radio and television groups have established one after another. The integrated marketing stage has the following characteristics: first, the provincial satellite TV has developed to the dominant stage of strategic superiority; second, the provincial satellite TV shows an unbalanced development situation. At present, in the process of brand construction, the provincial satellite TV in our country also appears the following situation: first, provincial satellite TV is prominent characteristic, implements the dislocation competition, thus produces the brand diversity phenomenon; Second, provincial satellite TV in the process of brand building Matthew effect, brand differentiation phenomenon warming; third, on the basis of provincial satellite TV strong and weak differentiation, provincial satellite TV internal differentiation into three echelons. The gap between the first and second echelon satellite TV and the third echelon satellite TV is further widened, but the distance between the top 10 provincial TV stations is shrinking again, the competition pattern has changed, the first and second echelon qualifying matches have been upgraded. The problems in the brand construction of provincial satellite TV are reflected in the following aspects: first, vague brand positioning; second, the homogeneity of program content, the single program type; third, the lack of breadth and depth of brand communication; Fourth, the lack of professional brand management. Therefore, in order to solve the above problems, one is to pay attention to the clear brand positioning and the image packaging with characteristics, the other is to promote the richness of the program content and program category by supporting the program research and development center and optimizing the program arrangement. Third, through brand promotion meeting, network linkage, Weibo marketing and campaign marketing to build three-dimensional brand communication channels; fourth, the establishment of a professional brand management team to achieve the sustainable development of channel brand construction.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G229.2-F

【参考文献】