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有学者认为,电视品牌建构需要考虑五个核心要素:电视产品、观众、场景的符号化、定位、核心价值。毫无疑问,这五要素首先要建立在电视栏目的品牌命名基础上。凤凰卫视非常重视栏目的命名,自1996年3月31日凤凰卫视中文台开播以来,就在电视栏目的品牌建构中担任了“领跑者”的角色,形成了具有丰厚文化底蕴、很难被效仿者超越的栏目命名这一核心竞争力。具体而言,其命名方式主要分为以下三大类:
Some scholars believe that the TV brand building needs to consider five core elements: TV products, viewers, scene symbolization, positioning, core values. Undoubtedly, these five elements must first be based on the brand name of the television section. Phoenix Satellite TV attaches great importance to the column named since March 31, 1996 Phoenix Chinese Channel since its launch in the television section of the brand building as a “leader”, forming a rich cultural heritage, it is difficult Beyond the field of imitation named the core competitiveness. Specifically, its naming style is mainly divided into the following three categories: