【作者】 杨剑；

【导师】 肖玉梅；

【作者基本信息】 南昌大学 ， 广播电视艺术学， 2010， 硕士

【副题名】On Study of Brand Building Causes and Consequences of Phoenix Satellite TV

【摘要】 在当代,塑造品牌已经成为企业获得竞争优势的战略工具,关注品牌打造,不断树立媒介的公信力与权威性也是中国电视媒介追求高回报的必由之路。香港凤凰卫视有限公司经过十几年的艰难探索,创建了与众不同的凤凰发展模式。在推动社会发展、文化传播、电视产业等多个领域取得了经济利益与社会效益的双重成就,成为其他媒体竞相学习与效仿的热点,并成为电视媒介研究领域的焦点本论文将凤凰卫视作为一个整体,将其放在当下的时代背景中进行考量,透过凤凰卫视的媒介成就表象来聚焦其电视产品营销理念、节目内容传播策略、名人战略、频道包装手段、多元文化交融以及电视文化品格打造,节目和产业创新体系等,解析凤凰卫视品牌塑造的成因及效果,提炼具有参照价值的媒介经验,总结出其高端电视品牌塑造的成功之道,以期对于当前发展时期的中国电视媒体所普适的品牌塑造和经营有所启示。更多还原

【Abstract】 Brand building has become a strategic tool for companies to win competitive advantages today. Also the only way of pursuit of high return for Chinese TV medium is to pay close attention to brand building, and constantly to establish credibility and authority. Phoenix Satellite Television has created a distinctly developing style for more than ten years of difficult explorations. It has earned double success in the areas of promotion of social development, cultural transmission, and TV industries, becoming the learning and imitating focus of other media and of studying area of TV media.In this paper, Phoenix Satellite Television is judged as a whole in the newest background to concern its marketing philosophy of TV products, communication strategies of program contents, celebrity strategies, channel package, mingles of different cultures, brand building of TV cultures, and some creating systems of programs and industries through medium success of PST, and to analyze the reasons and effects in the course of brand building, to extract referential medium experience and to conclude its secrets of success of top brand building, thus, the general brand building and running of the modern developing Chinese TV media will be inspired.更多还原