众所周知,我国的电视媒体行业经过业内不断的变革,电视媒体早已向市场化经营、

企业化运作迈进坚实的一步,在如今竞争激烈的市场环境下,以消费者为核心,针对消

费者需求的个性化满足,通过此方法在市场上占据一席之地,形成频道的差异化优势,

赢得发展的空间,已经成为电视媒体行业愈来愈关注的焦点问题。基于此,频道品牌成

为电视频道在未来电视市场取胜的关键。而对于电视频道品牌化建设的关键则是如何开

展品牌营销以何种品牌营销策略快速占领受众市场解决这些问题才是电视媒体可

持续发展道路的重中之重。新闻频道是s台旗下的主力频道,其实施品牌化战略成败的

关键就是对新闻频道的品牌化战略实施情况,而s台新闻频道品牌化战略的难点则在于

对品牌营销策略的选择。

基于以上背景,本文尝试应用先进的管理理论对s台新闻频道的品牌营销策略进行

研究。首先,通过对品牌、电视媒体品牌、品牌营销等相关概念和基础理论进行梳理,

为本文研究奠定基础;其次,对s台新闻频道的各个栏目进行分析,对s台新闻频道的

品牌营销现状进行分析,找出其中存在的漏洞,并根据问题剖析内在成因。在此基础上,

对s台新闻频道的宏观环境进行分析,并运用波特五力模型对整个行业环境做出研判,

从内部资源角度对s台新闻频道的受众、团队、文化进行探讨,以使研究更具针对性;

最后,从电视频道品牌营销策略成功案例出发,结合s台新闻频道品牌营销实际情况,

对s台新闻频道的品牌营销策略做出选择,并提出s台新闻频道品牌营销策略实施要点,

并提出相应的组织、机制、文化保障措施,为S台新闻频道品牌营销策略的有效实施奠

定基础。

最后,对主要内容进行系统性总结,对本文的主要贡献作简要说明,并为进一步研

究的方向作出展望。

【关键词】品牌营销策略;电视媒体;品牌管理

【研究类型】应用研究

Title: Research on brand marketing strategy in News Channel of S

Specialty: Business Administration

Name: Guo Dawei

Tutor: Chen Ximin

Signature:

Signature:

Abstract

With the continuous deepening of the reform in China's TV media industry,

the TV media has developed to the mode of enterprise management,

market-oriented operation. In the face of the fierce competition environment,

How to form the idea that the consumer demand is in the key factor in market on

the basis of a buyer's market, attracting more audience, gaining more market

share, and in the end forming the channel differentiation advantage, winning the

space of the development in channel, It has become the focus of the problem. In

this instance, Brand of channels becomes the key to win the future of TV

channel in the TV market. TV media channel brand construction also has

become an important topic in theoretical researches. The key to the television

channel brand construction is that how to carry out the brand marketing What

kind of brand marketing strategy to take to capture the audience market It is

important to solve the problems during the way to development.

S is a provincial television station, as a local television station faces from

CCTV, provincial satellite TV and network television's attack, If it couldn't win

out in the power struggles, it will faces an uncertain future in the process of

development in the future, and the implementation of brand strategy is the turn

to attack. News channel is a main channel in S, the implementation of brand

strategy is the key to success for news channel, While S news channel, the brand

strategy of the difficulty lies in the choice of brand marketing strategy.

Based on years of experience, S news channel combined with advanced

management concept through this paper to make the further study on brand

marketing strategy. First, this article does the research on TV media brand, brand