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摘要：省级卫视目前已经成为中国电视传媒的主力军，成为现代社会具有很大影响力的电视媒体之一，长时间在摸索中前进，暴露出了省级卫视发展的发展瓶颈：频道空心化现象严重；节目同质化倾向明显；与本地与文化脱节；盈利模式单一化现状；品牌影响力相对薄弱。要办成专业频道，在各省级卫视竞争大军中脱颖而出，就要把追求个性特色，履行社会职责，追求最大化的市场份额的“三合一”的目标做为努力的方向。这就要求相关制作人强化精品意识，实施精品战略，打造精品品牌栏目，采用特色化的经营模式，从而在日益同质化的趋势中独树一帜。在依托本区域优秀文化的同时，搭建品牌栏目产业价值链，构筑多方联合品牌传奇，加强媒体与受众的交流与反馈，采用多方式、多样式的互为传播补充模式。在现有的基础上，为省级卫视传统媒体开拓更加广阔的空间探索一条切实可行的道路。5616
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关键词：品牌化；地域文化；精品意识
Research on the Development Strategy of Provincial Satellite TV Brand in China
——Taking Henan Satellite TV as a Case
Abstract: Provincial Satellite TV has become the main force of China’s TV media, one of the influential TV medium in modern society, which has groped for a long time, and then the bottleneck in the development of provincial satellite TV was exposed: serious hollow phenomenon; obvious homogeneous tendency; local and cultural disconnect; status of single profit model; and the relatively weak brand influence. In order to become a professional channel, it must stand out among the competition force of provincial satellite TV programs.Therefore, pursuing inpiduality, fulfilling social responsibilities, and pursuing the maximization of the market share of the “three in one” objective should ba taken as direction. This requires the related producers to strengthen the awareness of premium quality, implement the strategy of premium brand strategy, create excellent brand columns, and adopt unique business mode, so as to become an independent school in the growing homogenization trend. While relying on the regional culture, provincial satellite TV can build the industry value chain of brand columns, construct a legend of joint brand, strengthen interaction and feedback between media and audience, and adopt the supplementary propagation mode of multiple forms and modes. Hence, we can open up a broader space and explore a feasible way for the traditional media of provincial satellite TV on the existing basis.
Key Words: branding; regional culture; awareness of premium quality
目 录
摘 要 1
Abstract 1
一、品牌的相关概念 2
(一)品牌的定义 2
(二)省级卫视的品牌创建 3
二、河南卫视的品牌定位与竞争力分析 4
(一)《河南卫视》的品牌定位 4
(二)《河南卫视》品牌的竞争力分析 5
三、河南卫视品牌发展困境 6
（一）频道空心化现象严重 6
（二）节目同质化倾向明显 6
（三) 与本土地域文化脱节 7
（四）盈利模式单一化现状 7
（五）品牌影响力相对薄弱 8
四、河南卫视品牌发展策略 8
（一）打造精品品牌栏目 8
（二）特色化的经营模式 9
（三）依托于本土地域文化 9
（四）搭建品牌产业价值链 10