STP战略下的真人秀类电视节目品牌建构

The Brand Construction of the Reality TV Program under the STP Strategy

电视节目品牌建构是电视媒体市场化运营中必不可少的环节。真人秀类电视节目在构建其品牌的过程中,可以借鉴STP战略,通过细分受众、合理包装节目内容、满足受众的多元心理需求等举措,合理制定其品牌战略,进而建构其节目品牌。

TV program brand building is an indispensable part of the TV media market operation.The STP strategy of marketing can be applied to construct the reality shows on TV brand,through the subdivision of the audience,reasonable packaging program content,meet the multiple psychological needs of the audience,etc.So as to make a reasonable formulation of its brand strategy,and then construct its program brand.