析《今日说法》的媒体品牌建构

An Analysis of Construction of the Medium Brand of Legal Report on CCTV

在我国的法制类节目里,《今日说法》无论从受众的广泛性还是社会的影响力来说,无疑都是名列前茅的媒体品牌节目。笔者用品牌理论中的电通蜂窝模型理论来对《今日说法》进行品牌建构分析,以给其他媒体进行品牌建构一些启发。

Among the legal programs, Legal Report on CCTV is a top program of medium brand either in popularity or in social influence force. This paper, by employing one of the brand theories-the theory of Dentsu Honeycomb Model, analyzes the construction of the brand of Legal Report, aiming at providing other media with some inspirations in constructing their brand.