电视媒体名牌战略研究

A Famous Brand Makes Profits—a study of the strategy of ‘setting up famous brands’employed by the TV media

观众在电视媒体的消费方面已走入了品牌消费阶段。频道栏目的不断改变,常令观众无所适从。要创立一个品牌栏目,必须要有好的创意,要做详实的市场调查,要注意引进整合营销传播理念(IMC)。电视台应有专门的部门对品牌栏目进行统一评估、管理和规划,不要贪多求全,而要重点突破,正确处理栏目创新与相对稳定的关系。

While consuming the media's products, audiences begin to attach more importance to their brands. Thefrequent changing of the progam columns often makes audiences at a loss In order to set up a famous brand, we shouldfirst have a good plan and then make a detailed market investigation. In the course of setting a famous brand, we shouldintroduce IMC. With an eye to the overall situation, TV stations should establish a special department to evaluate andmanage the famous program brands. The most important thing is to focus on setting up famous brands, not to develop allthe programs. TV stations should properly deal with the relationships between innovation and stabilization.