从“浙江骄傲”看品牌活动的立体化构建

• 作 者: 张立
• 机 构: 浙江人民广播电台交通之声,
• 出 处: 中国广播电视学刊
• 发表日期: 2012年08期
• 关键词: 品牌活动 媒介事件 精神品牌 电视品牌 人物评选活动 受众 联动 品牌定位 品牌识别 传播体系

如今,“浙江骄傲”人物评选活动已经成为一个感动浙江人的固定品牌,从2005年起至今历经七届,成为每年浙江省最有影响力的媒介事件之一,被誉为浙江“年度精神品牌”。这个大型评选活动,每年历时三个多月,辐射到全省11个城市,联动了包括广播、电视、报纸、网络在内的

Nowadays, the “Zhejiang Proud” character selection activity has become a fixed brand that has touched Zhejiang people. It has gone through seven sessions since 2005 and has become one of the most influential media events in Zhejiang Province each year. It has been praised as Zhejiang “ Annual spiritual brand ”. This large-scale selection event, which lasted more than three months each year and radiates to 11 cities in the province, has linked up with other cities including radio, television, newspapers and internet