新媒体环境下电视栏目品牌营销策略研究

Research on Brand Marketing Development Strategy of TV Program under New Media Environment

电视栏目品牌要想赢得观众的持久信任,必须打响品牌的知名度,使电视栏目在市场竞争环境中立于不败之地。在新媒体环境的影响下,电视栏目要想实现品牌效应,应该从电视栏目品牌形成的内部要素和外部要素两方面进行具体分析,然后制定有针对性的营销策略,借助新媒体技术实现电视栏目的快速转型发展。

By analyzing the meaning and development significance of TV program brands,it is concluded that if TV program brands want to win the lasting trust of audiences,they must create brand awareness and make TV programs in an invincible position in the market competition environment.TV program under the influence of the new media environment,got a certain development,in order to achieve brand effect should also be formed from TV brand carry out specific analysis on two aspects of internal factors and external factors,and then to develop targeted marketing strategy,with the help of TV program to realize the rapid transformation of the new media technology,to promote the long-term development of the TV program.