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当前中国电视媒体大有将节目活动化、活动节目化的发展趋势。活动中蕴藏着巨大的商机,而且各种类型的活动本身就是一种有限资源,电视媒体办活动能迅速提升其自身的整体品牌价值。在活动操作过程中,做好前期策划、实现创意能力与执行能力的有效链接、保证权威性、实施整合营销是关键。《华山论剑》和《2004中华大祭祖》是陕西电视台依托本地资源与国内外多家媒体联合互动,成功举办的两大电视活动,其运作思路和技巧为我们提供了诸多启示和思考空间。
At present, there is a great trend in China’s television media to turn programs into programs and events. There are tremendous business opportunities in the activities, and various types of activities are themselves a limited resource. Television media activities can rapidly enhance their own overall brand value. During the operation of the activity, it is crucial to do preliminary planning, realize effective linking of creative ability and executive ability, ensure the authority and implement integrated marketing. “Huashan Sword” and “2004 China Sacrificial Worship” are the two major TV activities successfully held by Shaanxi TV Station based on the local resources and the cooperation of many domestic and overseas media. The operation ideas and techniques of Shaanxi TV Station provide us a lot of inspiration and thinking space .