娱乐立台 品牌制胜──从2006湖南春晚关键词看湖南卫视发展定位

ENTERTAINMENT BASE,TRADEMARK WON——Investigating the development of orientation of Hunan TV from the key words of the spring festival evening party in 2006in Hunan TV.

在电视业竞争日益激烈的今天,湖南卫视率先在全国提出建设“最具活力的中国电视娱乐品牌”的媒体定位,进而在争夺全国市场的竞争中努力强化自己的品牌效应,使自己立于特色化、专业化的制高点上。本文从2006湖南卫视春晚关键词突显其品牌特色入手,探究品牌制胜的原因以及在新形势下湖南卫视的品牌如何进一步强化。

With the acute competition among the television industry, Hunan TV first raised the fixed position of media in China. Therefore, it strengthened its trademark＇s effect in order to contending all of country＇s market. Then it wants to take root in the commanding point of characteristicism and specialism. This paper want to investigate the reason of won trademark from the key words embodied its characteristic of trademark about the Spring festival evening party in 2006 .And under the new situation ,how should Hunan TV to strengthen its trademark further.