随着品牌竞争时代的到来，品牌已经走入千家万户，成为他们生活的一部分。 世界的开放和竞争带来了品牌竞争，伴随着日趋激烈的市场竞争的是企业从传统 的“产品经营”向“品牌经营”的转变。在中国，品牌的研究在学术界和企业界 仍处于初始阶段，而传统电视媒体与视频网络平台的品牌战略研究更是仍在探索 期，和消费品品牌战略研究相比较，仍然有巨大的市场价值等待挖掘。 在中国，自改革开放之始，电视从稀有到普及将近 40 年的时间，电视台的数 目日趋增多，各家电视台的竞争也日趋强烈。然而在最近几年，随着社会主义市 场经济的迅猛发展，视频网络平台的发展异军突起，发展的步伐逐渐加快，随着 视频网络平台用户逐年增多，传统电视媒体同时面临着各大卫视之间的竞争和与 各大视频网络平台的竞争的双面夹击，竞争环境变得日趋激烈和复杂。而在各方 角逐的过程中，湖南卫视旗下的“芒果 TV”网络平台的品牌策略给如何在这场角 逐中胜出提供了新的思路。 本篇论文把国内外品牌策略研究作为相关的理论基础，在分析“芒果 TV”品 牌设计策略，品牌推广策略，品牌定位策略的基础上，根据“芒果 TV”网络平台 品牌策略实践，对其品牌定位策略、品牌推广策略和品牌设计策略进行研究，总 结了“芒果 TV”网络平台品牌策略的主要成功经验，并对其提出了优化设计的思 路，以期为我国更多传统卫视媒体和视频网络平台的品策略提供具有参考价值的 内容，促进我国广播电视业及视频网络平台的更好更快发展。 关键词：“芒果 TV”；网络平台；品牌策略；策略研究II Abstract With the time of the brand competition coming, the brand has jioned thousands of families and become a part of their lives. The opening and competition of the world brought the competition of the brand. With the competition of the market is more and more fierce, the companies have to change their way from the traditional product management to brand management. In China, the research of the brand is still in the initial stage no matter in field of the academic or business, and the brand strategy research of traditional TV media and online video platform is still in the exploration stage. Compared with consumer brand strategy research, this kind of research has huge market value waiting for digging. Since the beginning of reform and opening up of China, television has become more and more popular for nearly 40 years, the number of TV stations has increased, and the competition among TV stations has become more and more explosive. However, in recent years, with the rapid development of the socialist market economy, the development of the online video platform has sprung up, and the pace of development of the online video platform has gradually accelerated. With the number of users of online video platforms increasing year by year, traditional TV media faces the competition of the other traditional TV media and the the online video platforms which keep the main market, the competitive environment has become increasingly fierce and complex. The brand strategy of the ‘imogo TV’ network platform which belongs to the Hunan TV brings a new way of how to win in this compitition with the other traditional TV media and the online video platforms. This paper takes the domestic and foreign brand reseearch as the relevant theoretical foundation, based on the analysis of the brand design strategy, brand promotion strategy and brand positioning strategy of ‘imogo TV’ network platform,summed up the main experiences of the success of the brand strategies which the ‘imogo TV’network platform used on its own practice of the brand strategy, and put forward ideas for optimizing design of the brand strategy, in order to provide valuable contents of the brand strategy for the other traditional TV media and online video platform of China, to promote the development of radio and television industry and online video platform of China better and faster. Keywords: Imgo TV；Online video platform；Brand strategies；Strategy studyIII 目 录 摘要...............................................................I ABSTRACT ...........................................................II 第 1 章 绪 论........................................................1 1.1 研究背景及意义................................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................1 1.2 国内外研究现状................................................2 1.3 研究的内容与方法..............................................4 1.4 研究的创新点..................................................4 1.5 研究框架......................................................4 第 2 章 相关理论概述..................................................6 2.1 品牌策略相关理论..............................................6 2.1.1 品牌定位策略............................................6 2.1.2 品牌设计策略............................................6 2.1.3 品牌推广策略............................................7 2.2 SWOT 分析 .....................................................8 第 3 章 “芒果 TV”网络平台基本情况与品牌策略现状 .....................9 3.1 湖南卫视旗下“芒果 TV”网络平台概况 ...........................9 3.2 “芒果 TV”网络平台品牌策略现状 ...............................9 3.2.1 “芒果 TV”网络平台品牌定位策略现状 .....................9 3.2.2 “芒果 TV”网络平台品牌设计策略现状 ....................11 3.2.3 “芒果 TV”网络平台品牌推广策略现状 ....................12 第 4 章 “芒果 TV”网络平台品牌策略调查及 SWOT 分析 ...................15 4.1 “芒果 TV”网络平台用户满意度调查 ............................15 4.1.1 调查目的与调查对象.....................................15 4.1.2 调查方式...............................................15 4.1.3 调查内容设计...........................................15 4.2 调查问卷数据统计与分析.......................................15 4.3 “芒果 TV”网络平台的 SWOT 分析 ...............................21 4.3.1 优势分析...............................................21 4.3.2 劣势分析...............................................22 4.3.3 机会分析...............................................22 4.3.4 威胁分析...............................................23 第 5 章 “芒果 TV”网络平台品牌策略存在的问题及原因分析 ..............24 5.1. “芒果 TV”网络平台品牌定位策略问题及原因分析 ...............24 5.1.1 使用场合和时间定位不明晰...............................24 5.1.2 品牌识别的文化特征不突出...............................24IV 5.1.3 资源种类不足以吸引消费者...............................24 5.1.4 竞争优势不突出.........................................25 5.2 “芒果 TV”网络平台品牌设计策略问题及原因分析 ................25 5.2.1 品牌设计与品牌用户品位不匹配...........................25 5.2.2 产品种类设计结构不合理.................................26 5.2.3 产品 VI 设计不合理......................................26 5.3 “芒果 TV”网络平台品牌推广策略问题及原因分析 ................27 5.3.1 推广的差异化不明显.....................................27 5.3.2 用户沟通渠道不顺畅.....................................27 5.3.3 产品不丰富.............................................28 第 6 章 “芒果 TV”网络平台品牌策略建议 ..............................29 6.1 品牌定位策略建议.............................................29 6.1.1 明晰使用场合和时间定位.................................29 6.1.2 强化品牌识别的文化特征定位.............................29 6.1.3 增强品牌与消费者的关系.................................29 6.1.4 在竞争中突出“第一”定位...............................30 6.2 品牌设计策略建议.............................................31 6.2.1 明确品牌用户的“品位”.................................31 6.2.2 建立评估系统...........................................31 6.2.3 科学增减产品种类.......................................31 6.2.4 优化产品 VI 设计........................................32 6.3 品牌推广策略建议.............................................33 6.3.1 进行差异性产品推广.....................................33 6.3.2 增强用户反馈机制.......................................33 6.3.3 丰富促销手段...........................................33 第 7 章 结论与展望...................................................35 7.1 结论.........................................................35 7.2 展望.........................................................35 附 录............................................................36