媒体竞争中的电视频道品牌营销策略研究——以天津卫视为例

Brand Strategy Investigation in TV Media Marketing,The Example of Tianjin Satellite TV Channel

当前媒体竞争进入品牌争夺的阶段。如何准确把握市场定位,树立品牌形象是电视频道在市场竞争中取胜的关键。对电视频道进行品牌营销的目的是为了成功塑造和传播品牌的形象,达到提高收视率吸引广告商的目的。文章以天津卫视为例,分析了电视频道品牌营销的作用、营销基础、营销的关键以及品牌营销的策略。

TV media marketing is in the stage of Brand competition,how to position in the TV media marketing,establish the brand image is the key to win the competition.The purpose of the TV media brand establish is to pack the positive image,be widely reconginized by public,finally to increase the audience rating.Attract the advertisement.This article will take Tianjin satellite TV channel as an example,based on the marketing principle,analysis the role of TV media brand,and the strategy of establishing the TV media brand.