本文選題：省級衛(wèi)視 + 電視品牌　； 參考：《江西財經(jīng)大學(xué)》2013年碩士論文

【摘要】：省級衛(wèi)視作為我國所獨有的一種電視形態(tài)，從上世紀80年代進入公眾視野起至今已有近三十年的時間。在這段期間內(nèi)，省級衛(wèi)視也跟隨著中國特色社會主義市場體制逐步完善的步伐，完成了事業(yè)性質(zhì)單位向企業(yè)集團的轉(zhuǎn)變，市場主體身份也更為明確。 品牌是自由市場經(jīng)濟的產(chǎn)物，電視品牌也應(yīng)是電視市場發(fā)展到一定程度的產(chǎn)物，換言之，當電視業(yè)發(fā)展到一定規(guī)模，市場出現(xiàn)自然分割，各級電視媒介需通過自內(nèi)而外的改革和競爭來贏取市場份額時，電視品牌建設(shè)就成為各級電視媒介的首要議題。 縱觀我國省級衛(wèi)視品牌建設(shè)的發(fā)展歷程，省級衛(wèi)視先后經(jīng)歷了初級競爭、產(chǎn)業(yè)形成以及正在進行時的整合營銷階段，并且每個發(fā)展階段都有自己的特點。初級競爭階段有以下特點：一是省級衛(wèi)視憑借覆蓋優(yōu)勢占主導(dǎo)地位；二是省級衛(wèi)視處于簡單的單位節(jié)目生產(chǎn)階段。產(chǎn)業(yè)形成階段有以下特點：一是省級衛(wèi)視從力爭覆蓋優(yōu)勢到力爭區(qū)位優(yōu)勢的轉(zhuǎn)變；二是省級衛(wèi)視開始有意識地打造品牌欄目；三是產(chǎn)業(yè)屬性日益明確，，廣電集團紛紛建立。整合營銷階段有以下特點：一是省級衛(wèi)視已經(jīng)發(fā)展到戰(zhàn)略優(yōu)勢主導(dǎo)階段；二是省級衛(wèi)視呈現(xiàn)不均衡發(fā)展的態(tài)勢。目前，我國省級衛(wèi)視在品牌建設(shè)進程中也出現(xiàn)了以下情況：一是省級衛(wèi)視為突出特色，實行錯位競爭，因而產(chǎn)生品牌分眾化現(xiàn)象；二是省級衛(wèi)視在品牌建設(shè)過程中出現(xiàn)馬太效應(yīng)，品牌分化現(xiàn)象升溫；三是在省級衛(wèi)視強弱分化的基礎(chǔ)上，省級衛(wèi)視內(nèi)部分化為三個梯隊。第一、二梯隊衛(wèi)視與第三梯隊衛(wèi)視的差距進一步拉大，但是排行前十名的省級衛(wèi)視之間的距離又在縮小，競爭格局發(fā)生變化，第一、二梯隊排位賽升級。省級衛(wèi)視在品牌建設(shè)中出現(xiàn)的問題則具體反映在以下幾個方面：一是品牌定位模糊；二是節(jié)目內(nèi)容同質(zhì)，節(jié)目類型比較單一；三是品牌傳播缺乏廣度和深度；四是品牌經(jīng)營缺乏專業(yè)人才。 因而，針對上述問題，一是要注重清晰的品牌定位和特色的形象包裝；二是要通過扶持節(jié)目研發(fā)中心與優(yōu)化節(jié)目編排來提升節(jié)目內(nèi)容與節(jié)目類別的豐富性；三是通過品牌推介會，臺網(wǎng)聯(lián)動，微博營銷以及活動營銷等方式構(gòu)建立體化的品牌傳播渠道；四則是組建專業(yè)化的品牌管理團隊以實現(xiàn)頻道品牌建設(shè)的可持續(xù)發(fā)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.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G229.2-F

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本文編號：2073138