央视经济频道品牌策略研究

【作者】 郭安菲；

【导师】 张兵娟；

【作者基本信息】 郑州大学 ， 新闻学， 2008， 硕士

【摘要】 2008年是中国电视事业创办50周年,中国是个电视大国,2007年底,中国电视用户达36.4万户。电视频道的竞争实质上就是品牌的竞争,一方面,观众每天收看电视的时间十分有限,另一方面,随着电视技术的发展和体制改革的不断完善,有线网络的大规模普及,境外电视频道的“入侵”,媒体竞争将会愈演愈烈。如今的观众已不再是受教育者,他们以消费者的身份在电视节目乃至频道之间进行选择。当电视的供给量超过观众接受能力的时候,注意力就成为了一种稀缺资源。获得注意力便成为电视频道获得市场份额、获得观众记忆、获得传播效果的前提。正是在这种背景下,近年来各个电视频道都在努力打造核心竞争力。湖南卫视借助几年的娱乐传统突出“最具活力的中国电视娱乐品牌”;广东卫视因身处经济改革的最前沿,突出自己的“财经”特色;江苏卫视打造出以“情感”为特色的电视频道。CCTV—2没有走专业财经频道的道路,而是以“大经济观”作为整个频道布局的核心理念,将频道定位于“大众、综合、实用”。在媒体竞争激烈和受众细分的情况下,各家电视机构几乎都有自己的经济频道和经济类节目。央视经济频道获得极高的收视率,仅次于中央一套,是名副其实的中国第二大卫视频道,被电视观众评价为最有活力的电视频道之一。本文分为五大部分:品牌概述、央视经济频道品牌策略构成、央视经济频道成为品牌的主要原因、央视经济频道与美国财经频道CNBC比较研究、央视经济频道如何打造核心竞争力,全面分析CCTV—2的品牌策略。更多还原

【Abstract】 2008 is Chinese television industry to establish 50 anniversaries, China is a big country with a lot of television, television consumers have been reached 36.4 ten thousand. CCTV have 16 channels which cover Chinese television programs having all subjects forms and types, striving for Chinese television audience ;Secondly, more than 50 local television stations scrambls every audience’s attention. Because the television technical development and the system reforms perfect, cable network has reached many parts of the country.When television’s supply quantity exceed audiences’ accepted ability, the attention becames a kind of lack resource.Acquiring attention becomes the television channel which acquire a market quota, acquire audience memory and acquire the result of communication. Each television channel is creating core competencies in effort in recent years. For exampie,Hunan TV mains recreation;Guang dong TV mains finace;Jiang su TV mains emotion.the competion of medium are more and more fierce and audience are subdivided under the circumstance, each television organization almost has own economic channel and economic programs,CCTV—2 acquires very high viewer rating, only next to CCTV—1, is the second TV channel of China .It is evaluated by the television audience for one of the most vigorous television channels.How CCTV—2 is the invincible position originally at numerous rival neutrals ?How develop so many faithful audience?How win a so good public praise?This text studys its brand strategy from medium the view level, analyzing an CCTV—2 famous brand column purpose to operate successfully from the tiny view level, deserve the employee of the economic medium draw lessons from with thinking, owning special of research value.更多还原