| 电视频道主持人品牌化建构的基础与路径——以CCTV-2财经频道为例 |
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| 引用本文： | 赵赫.电视频道主持人品牌化建构的基础与路径——以CCTV-2财经频道为例[J].南京社会科学,2011(7). |
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| 作者姓名： | 赵赫 |
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| 作者单位： | 中央电视台财经频道节目部,北京,100173 |
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| 摘 要： | 这是一个品牌消费和品牌竞争的时代,品牌主持人已成为各个电视频道的重要战略资源。本文基于对CCTV-2财经频道打造品牌主持人实践的解析,提炼了主持人品牌化建构基础和实施路径两个方面的思路。主持人品牌化建构的基础有三个,一是文化自觉而产生的人格魅力,二是作为主持人专业主义体现的话语技术,三是主持人的情绪场控制能力。主持人品牌化建构的实施路径体现在品牌规划上的开拓创新意识,品牌运营的分级分类管理和品牌营销的系统化品牌包装等方面。
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| 关 键 词： | 电视频道 主持人 品牌化建构 CCTV财经频道 |
On the Brand Construction of TV Channels' Host:The case of CCTV financial channel |
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| Zhao He.On the Brand Construction of TV Channels' Host:The case of CCTV financial channel[J].Social Sciences in Nanjing,2011(7). |
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| Authors: | Zhao He |
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| Abstract: | This is an era of brand consuming and brand competing.Branded host have become the important strategic resources of TV chennels.Based on the analysis of CCTV financial channel's practice,the paper researchs about the foundation and measures of host's brand construction.The foundation of host's brand construction is that host must have cultural consciousness,discourse technology and field control capability.The measures of host's brand building includs brand planning on the innovation consciousness,brand ope... |
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| Keywords: | TV channels host brand construction CCTV financial channel |
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