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以品牌争天下,是当今媒体的重要抉择。对城市电视台而言,尤为重要和紧迫。一、城市电视台的品牌化理念何谓电视“品牌”?综合有关表述,电视品牌乃个性化、品质佳、品位高、品格优、能不断创新和提升的电视产品与服务被广大观众乃至广告商认可和偏好,创造出比普通电视产品和服务高得多的收视率、大得多的市场份额、贵得多的广告价值、好得多的社会效益的电视媒体无形资产。它是品牌和媒体品牌的重要分支,是电视媒体的核心竞争力所在和科学发展力的支撑。根据上述本质,城市电视台需确立以下品牌化实践理念。1.特色为先。个性化是品牌的首要内容,是观众增强收视
To compete for the world brand, is an important choice for today’s media. For urban television stations, it is especially important and urgent. First, the brand concept of the city television What is television “brand ”? Comprehensive related statements, the TV brand is personalized, good quality, high quality, excellent character, can continue to innovate and enhance the TV products and services by the general audience and even advertising Business recognition and preferences create tangible assets that are much higher than normal TV products and services, much larger market share, much more valuable advertising, and much better social benefits for television media. It is an important branch of the brand and media brand, is the core competitiveness of the television media and the support of scientific development. According to the above essence, the city television station needs to establish the following brand practice idea. Features first. Personalization is the brand’s primary content is the audience to enhance the ratings