IMC理论视野下的电视频道品牌推广浅析

发布时间：2018-09-11 11:22

【摘要】： 中国电视正处在一种剧烈、动荡的媒介环境之中。电视频道数量急剧膨胀,电视技术飞速发展,频道细分化和专业化是大势所趋,电视媒体已经进入品牌竞争时代,像买东西一样,现在的观众对电视频道的选择也是货比三家,认“牌”消费。从品牌化侧重电视媒体市场营销的角度来说,频道的营销离不开推广,电视频道的品牌推广是媒体营销的关键环节。本文的主要思路是从整合营销传播理论的视野下来审视电视频道的品牌推广,将整合营销传播理论的“同一个声音”的理念运用到电视频道品牌推广的过程中,使之成为在激烈竞争中脱颖而出的法宝。从受众的角度出发,在频道内外部树立一致的、独特的形象,并利用一切资源通过各种方法和策略用“一个声音、一种形象”与目标受众建立双向的、深入持久的关系。本文清楚界定了电视频道品牌推广的概念,将整合品牌营销理论的理念运用到品牌推广中去,创造性地提出了电视频道品牌推广的策略。
[Abstract]:Chinese television is in a violent, turbulent media environment. The number of television channels has expanded rapidly, the television technology has developed rapidly, and the channel differentiation and specialization are the general trend. The television media has entered an era of brand competition. Like buying things, the audience now has to compare goods with each other in the choice of television channels. Recognize "brand" consumption. From the point of view of focusing on the marketing of TV media, the marketing of channels can not be separated from the promotion, and the brand promotion of TV channels is the key link of media marketing. The main idea of this paper is to examine the brand promotion of TV channel from the perspective of integrated marketing communication theory, and apply the concept of "one voice" of integrated marketing communication theory to the process of brand promotion of TV channel. Make it a magic weapon to stand out in fierce competition. From the perspective of the audience, the author sets up a consistent and unique image inside and outside the channel, and uses all resources to establish a two-way, deep and lasting relationship with the target audience through various methods and strategies. This paper clearly defines the concept of TV channel brand promotion, applies the concept of integrated brand marketing theory to brand promotion, and creatively puts forward the strategy of TV channel brand promotion.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G229.2-F

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