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随着市场观念渗入进生活的方方面面,中国电视媒体数量呈现大幅增长,导致电视行业竞争压力巨大。湖南卫视能够成为栏目竞争力强、品牌栏目多、主持人影响力大的省级卫视,得益于其出色的品牌定位战略,这其中服务于频道品牌的频道视觉识别体系不容小觑。本文概括当前电视频道包装中存在的普遍问题,结合湖南卫视最新版频道包装,分析其独树一帜的频道视觉识别体系,探讨品牌战略对于一个频道的重要性。
With the infiltration of market concepts into all aspects of life, there has been a substantial increase in the number of Chinese television media, resulting in huge competition in the television industry. Hunan Satellite TV can become part of a competitive column, brand columns, the host of influential provincial satellite TV, thanks to its excellent brand positioning strategy, which serves the channel brand channel visual recognition system should not be underestimated. This article summarizes the common problems existing in the current TV channel packaging, combined with the latest channel Hunan TV packaging, analysis of its unique channel visual identification system to explore the brand strategy for a channel of importance.