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在广播电视产业中,随着市场化运行机制的逐步建立,品牌的塑造和经营具有重要意义。品牌不仅代表了广播电视媒介及栏目的形象,也意味着优良的品质和鲜明的个性。媒介品牌既具竞争力,又具吸引力;既能培养忠诚度,又拥有信任度。品牌具有明显的“溢价”功能,能够带来较高的附加值,甚至可以独立于产品之外,形成更为重要的无形资产。因此,强化品牌意识,重视品牌的建构和经营,是媒介整体发展的重要战略。
In the radio and television industry, with the gradual establishment of a market-oriented operating mechanism, it is of great significance to shape and manage the brand. Brand not only represents the image of radio and television media and columns, but also means good quality and distinctive personality. Media brands are both competitive and appealing; they build loyalty and trust. The brand has obvious “premium ” function, can bring higher added value, even independent of the product, the formation of more important intangible assets. Therefore, to strengthen the brand awareness, emphasis on brand building and management, the overall development of the media is an important strategy.