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电视频道品牌战略下的电视频道包装

发布时间: 2010-11-22


预读:of the concept of TV channels packaging identification system, behavior recognition systems, image recognition system; the fourth part of the Beijing science Channel, and the advantages and disadvantages of the implementation of brand strategy, put forward constructive ideas.The full text of the use电视频道品牌战略下的电视频道包装
论文中文摘要:美国品牌价值协会主席莱利·莱特曾预言:“未来的营销是品牌的战争——品牌互争长短的竞争。”这个预言在当今社会得到了印证。近些年,品牌塑造作为一种在瞬息万变的媒介市场中得以立足和进展的有效手段,也已经在电视业界深入人心。在今天中国电视频道竞争日趋白热化的状态下,电视包装、品牌、营销已是电视界的热点。如何在激烈的竞争中立于不败之地是各个频道最关注的不足,因而电视频道品牌塑造作为为电视频道赢得受众,创造经济利益的重要环节和举措,也提升到了以未有过的高度。应该看到,今天的电视包装绝非制作栏目片头、频道LOGO设计等简单的事情,也不是一味的寻求炫目的视觉效果,而是对电视媒体进行科学调研浅析下,进行品牌战略的建设。本论文将企业形象识别系统(TIS)引入到电视包装的探讨范畴,形成电视频道识别系统(CIS)。试以电视包装与电视频道品牌塑造的联系入手,着重强调:电视频道包装(理念包装、行为包装和形象包装)应在品牌战略的指导下进行,将电视频道包装提升到品牌塑造与建构的层次,以而概括出电视频道包装走品牌战略之路的作用和价值。全文共分为四个部分:第一部分阐述电视频道包装实施品牌战略的必定性;第二部分浅析电视频道实施品牌战略的定位、内容和措施;第三部分则以北京科教频道为例,全而、细致的浅析电视频道包装的理念识别系统、行为识别系统、形象识别系统;第四部分指出北京科教频道实施品牌战略的优势和劣势,提出建设性意见。全文运用了文献浅析法、案例浅析法、内容浅析法、实地调研法等多种探讨策略,以作者实习单位北京科教频道为个案进行详细、全面的浅析,引用大量数据及实例进行佐证,增强论文的科学性和说服力。此外,论文中诸多观点、见解均属于作者原创,新颖并略显青涩。还望各位专家、学者不吝赐教。

【English Abstract】 Riley·Wright, the master of the American Society of brand value had predicted:"The future of marketing is the war of the brand-brand each other to compete in the competition this prediction has been confirmed in today’s society. In recent years, the branding to be based and effective tool for development, has also been deeply rooted in the TV industry as a fast-changing media market. Today the status of the Chinese TV channel intensified competition, television, packaging, branding, marketing is a hot topic of the television industry. An invincible position in fierce competition is the greatest concern of the various channels, and thus the TV channel branding as an important part of TV channels has won audience and create economic benefits and initiatives, and also mentioned that there has never been a high degree of. It should be noted that today’s TV packaging is by no means the production of column titles, channel LOGO design a simple thing, is not bpndly seek a dazzpng visual effects, but the scientific investigation and analysis of television media, brand strategy building.Corporate Identity System (TIS) is introduced into the scope of the study of television packaging, the formation of TV Channel Identification System (CIS). Try to start from the TV package and TV channel branding relationship, with emphasis on:TV channel packaging (concept of packing, behavior, packaging and image of the packaging) should be carried out under the guidance of the brand strategy, and TV channel packaging will be elevated to the level of branding and Construction, which summarizes the meaning and value of the TV channel packaging to take the road of brand strategy.Divided into four parts:The first part describes the inevitabipty of the TV channel packaging implementation of brand strategy; second part of the analysis of TV channels to the implementation of brand strategy, positioning, content, and measures; while in the third part of the Beijing Science Channel, for example, a comprehensive, detailedanalysis of the concept of TV channels packaging identification system, behavior recognition systems, image recognition system; the fourth part of the Beijing science Channel, and the advantages and disadvantages of the implementation of brand strategy, put forward constructive ideas.The full text of the use of a pterature analysis, case analysis, content analysis, field research method, research methods in detail for the case of internships Beijing Science Channel, a comprehensive analysis, reference to the large amounts of data and examples of evidence, enhanced paperscientific and convincing. In addition, the paper many perspectives, opinions are the author of the original, innovative and spghtly astr

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