“蓝”谋天下—浙江卫视中国蓝的品牌战略研究

【作者】 王霞；

【导师】 李世成；

【作者基本信息】 曲阜师范大学 ， 艺术学， 2014， 硕士

【摘要】 电视，作为一种典型大众文化，具有一定的物质消费性，也就是说，电视频道可以走品牌化的道路。产品会被复制，而且也容易落后过时；但品牌却与之不同，它是独一无二的，而且成功的品牌能经久不衰。近些年，电视媒体之间的竞争，伴随着中国电视业的发展壮大也越来越激烈。各家电视台为了谋求进一步的发展，纷纷使出了浑身解数，试图在电视市场上占得一席之地。无论是从中央电视台还是到地方各级电视台，无不探索着品牌经营的道路。因为实践证明，省级卫视只有建立起自己的强势品牌，才能在同质化现象严重的电视市场中脱颖而出。2008年8月，浙江卫视对频道实行了全新的改版战略，通过对品牌的差异化定位、频道的个性化包装、主持人品牌与栏目品牌的精品化打造和一系列的市场化策略的实施，成功打响了“中国蓝”这一强势品牌。依据CMS48城市网最新数据显示，2013年1月1日至2013年12月31日，浙江卫视全天收视率排第三名。本文通过对电视品牌理论和当前我国省级卫视发展现状与趋势的梳理和分析,重点来研究浙江卫视“中国蓝”是如何通过一系列的品牌策略塑造品牌和发展品牌文化的，最后借鉴浙江卫视品牌建设的成功经验，对我国其他省级卫视、地方电视台及其他电视媒体的品牌建设提出建议和改进措施。更多还原

【Abstract】 Television, as a kind of mass culture typical form, has the certain material consumption，thatis to say, the television channel can walk the road of brand. Products can be copied, but thebrand is the one and only; the product is easy to backward outdated, but successful brand isenduirng.In recent years, the competition between TV media, with the development of China’stelevision industry development is becoming more and more intense. Television stations inorder to seek further development road, have pulled out all the stops, trying to take a place inthe television market. From China central television CCTV or to local TV stations, they explorethe road of brand management. Therefore, in the television programs serious homogenizationcircumstances, the provincial satellite TV has to establish its own brand, will enhance theadvantage of competition.In2008August，Zhejiang TV channel has been the new correcting, through the individuationof channel positioning, emcee brand and created of fine column, the media image of the brandbuilding and a series of brand strategy, successfully created the "Chinese blue" brand, hasreached the provincial satellite TV "top three", according to the latest CMS48city net datashows，from January1，2013to December31,2013, Zhejiang satellite TV’s all day ratingsranked third.Thi’s article through to the TV and the current development of Chinas provincial satellite TVbrand theory combing and analysis of the present situation and development trend, the key tothe Zhejiang satellite TV”blue" in China is how to shape the brand through a seires of brandstrategy, the development of brand culture，and finally draw lessons from the successfulexperience of Zhejiang satellite TV brand construction, other provincial satellite TV in China,local television stations and other TV media brand construction Suggestions and improvementmeasures are put forward.更多还原