省级卫视品牌战略研究

发布时间：2018-08-06 14:26

【摘要】： 从1989年到1999年的十年间,我国的省级电视台全部上星,省级卫视利用上星的契机,完成了从区域性电视媒体向全国性电视媒体的转变。因其在我国电视媒介市场中所处的位置,面临着中央电视台、城市电视台、境外卫星电视以及新兴电视媒体的竞争,随着省级卫视在各省之间的交叉覆盖,省级卫视之间也存在着激烈竞争。如何在众多的不同类型电视媒体的夹击中突围,是当下省级卫视共同面临难题,本文认为实施品牌战略不失为省级卫视突围的好方法。本文共分为五部分。第一部分是绪论,论述了论文的背景和意义、研究的基本思路、内容结构以及相关问题的研究综述；第二部分是对省级卫视品牌战略的界定,主要对品牌、品牌战略以及省级卫视作相关阐述；第三部分是对省级卫视发展现状的思考,这个部分主要对现阶段省级卫视所处的市场环境和存在的问题进行了分析；第四部分对针对省级卫视在当前的市场环境中出现的一些问题提出了实施品牌战略的具体建议；第五部分是结语,对整篇文章进行总结。
[Abstract]:During the ten years from 1989 to 1999, all the provincial TV stations in our country went to the stars, and the provincial TV stations took advantage of the opportunity to make use of the opportunity to complete the transformation from regional TV media to national TV media. Because of its position in China's television media market, it faces competition from CCTV, CTV, foreign satellite TV and new TV media. With the intersecting coverage of provincial satellite TV among provinces, There is also fierce competition between provincial TV stations. How to break through in many different kinds of TV media is a difficult problem for provincial TV. This paper thinks that implementing brand strategy is a good way for provincial TV to break through. This paper is divided into five parts. The first part is the introduction, discusses the background and significance of the paper, the basic ideas of the study, content structure and related issues, the second part is the definition of provincial satellite TV brand strategy, mainly on the brand, The third part is thinking about the current situation of the development of provincial TV, this part mainly analyzes the market environment and existing problems of provincial satellite TV at the present stage. The fourth part puts forward some specific suggestions to implement brand strategy in view of the problems of provincial satellite TV in the current market environment; the fifth part is the conclusion to summarize the whole article.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G229.2-F

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