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本文通过对上海东方卫视《21@21》栏目品牌竞争力的探讨,力在剖析品牌栏目的市场竞争力何在。品牌竞争力之一:差异化发展战略打造“唯一性”品牌竞争力之二:稳定高效的“品牌背书者”——东方卫视;品牌竞争力之三:嘉宾与主持人品牌对位互动;品牌竞争力之四:国际水准的制作团队;品牌竞争力之五:跨媒体经营运作模式。最终得出结论:只有认真分析栏目所处位势的优劣条件,积极采取应对措施,缩短栏目由品牌挑战者转入品牌领导者的时间,才能降低风险指数,增加胜算。这是《21@21》品牌化之路的当务之急。
This article discusses the brand competitiveness of “21 @ 21” of Shanghai Oriental Satellite TV, and analyzes the market competitiveness of brand columns. Brand Competitiveness: Differentiated Development Strategy Creating “Uniqueness” Brand Competitiveness II: Stable and Efficient “Brand Endorser” - Oriental Satellite TV; Brand Competitiveness III: Brand Name of Guest and Host Bit interaction; brand competitiveness of four: the international standard of production team; brand competitiveness of five: cross-media operation mode of operation. Finally, the conclusion is: Only by carefully analyzing the advantages and disadvantages of the situation of the part, taking active measures to shorten the time when the part from the brand challenger to the brand leader can reduce the risk index and increase the chance of winning. This is the “21 @ 21” brand of the top priority.