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现代电视频道在经过多层次的功能性细分后得到了长足的发展,形成了综合、文教、法制、影视、体育、娱乐等方面专业化频道的发展格局。大部分省级卫星频道通过自身节目内容的专业、专一、专注逐渐形成了频道品牌与众不同的特质差异,同时在“专业频道”位置上重新定位成功。但是电视频道若不能从长线发展的视角去设计品牌影像力,那么一定会再度陷入到同质化竞争的新一轮恶性比拼中去。所以有一些媒体人便十分认同和重视“频道的品牌设计”。好比某种商品的物理功能与属性很容易被竞争对手模仿和抄袭一样,长此以往的“山寨”和“跟风”便被人们诟病。而品牌所赋予频道的附加值却是无法复制的。就算频道的内容到节目不可避免地被人模仿,但是品牌赋予频道独特的文化内涵才是唯一的、具有不可复制性。可是打造电视频道品牌绝非易事,对频道品牌构建的核心理念模糊不清与片面解读是当今媒体人的通病。“频道专业化、节目对象化、营销品牌化”这种基于市场再细分的品牌文化内涵建设的设计模式,已成为中国电视传媒人的共同认识。上世纪90年代,美国西北大学著名教授D.E.舒尔茨在其全球第一部《整合行销传播》(IMC)专著中指出:在同质化的市场中,惟有传播能创造出差异化的品牌竞争优势。而有效的传播必需要一个以消费者欲求为出发点的“轴心”概念。因此当今传媒更应当注重如何构建电视频道的品牌与文化的定位。
Modern television channels have made great strides after many levels of functional subdivision, forming a pattern of development of specialized channels in such fields as culture, education, legal system, film and television, sports and entertainment. Most provincial-level satellite channels have gradually formed the distinctive characteristics of channel brands through the professional, specific and focused programs of their own programs, and have also been successfully relocated at the position of “professional channel”. However, if the television channel can not design the brand image from the perspective of long-term development, it will surely fall into a new round of vicious competition in the homogenization competition. Therefore, some media people agree and value “channel brand design ”. For example, the physical functions and attributes of a certain commodity can easily be imitated and plagiarized by competitors. The “cottage” and “follow the trend” have long been criticized. The value added by the brand to the channel is not replicable. Even if the contents of the channel to the program inevitably be imitated, but the brand gives the channel a unique cultural connotation is the only, with non-replicable. However, to create a TV channel brand is by no means easy, the core concept of channel brand building ambiguous and one-sided interpretation of the current media people common problem. The design pattern of brand culture connotation construction based on subdivision of the market has become the common understanding of Chinese TV media people in terms of channel specialization, program targeting and marketing branding. In the 1990s, de Schultz, a well-known professor at Northwestern University, pointed out in his first monograph “Integrated Marketing Communications” (IMC) that in a homogenous market only communication can create differentiated brand competition Advantage. Effective dissemination of the need for a consumer desire as a starting point “axis ” concept. Therefore, in today’s media, more attention should be paid to how to build the brand positioning and culture of TV channels.