摘要
电视媒体实行市场化经营后,品牌已经在媒体的各项经营活动中起到了越来越重要的作用。电视媒体的品牌经营应包括电视栏目、电视频道和电视媒体等三个层次,应从定位、包装、整合营销等方面来经营电视的品牌,并应在实施中注重品牌的个性、各品牌层次间相互作用、品牌的文化内涵及品牌延伸与扩张等策略。
After the marketization of TV media,brand development has become an increasingly important part in diverse management activities of media.This paper elaborates on the importance and concrete tactics of TV brand management in terms of orientation,packing,and integrated trading on the three stratifications of TV programs,channels,and media.
出处
《汕头大学学报（人文社会科学版）》
2005年第6期56-59,共4页
Journal of Shantou University(Humanities and Social Sciences Edition)
