| 国内电视品牌建设存在的误区透视 |
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| 引用本文： | 陈信凌,张鸿雁.国内电视品牌建设存在的误区透视[J].南昌大学学报(人文社会科学版),2005,36(2):134-138. |
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| 作者姓名： | 陈信凌 张鸿雁 |
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| 作者单位： | 1. 南昌大学,人文学院,新闻与传播系,江西,南昌,330047
2. 广州日报集团,信息时报社,广东,广州,510121 |
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| 摘 要： | 电视产业进入到营销时代之后,电视品牌的建设与经营就成了各个电视媒体的日常要务与共同焦灼。国内的电视品牌建设经历了具有自身特色的发展道路,取得了极具说服力的成绩。不过,在建设的过程中也存在着明显的误区,表现为:一味模仿,缺乏个性;包装欠佳,形象模糊;仓促改版,随意更替;开发利用率低。就其价值而言,对误区的剖析并不稍逊于对成绩的总结,因为前者更具建设性和前瞻性。
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| 关 键 词： | 电视品牌 误区 透视 |
| 文章编号： | 1006-0448(2005)02-0134-05 |
| 修稿时间： | 2004年9月11日 |
A Perspective of Deficiencies in Famous-brand Construction in TV Industry in China |
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| CHEN Xin-ling,ZHANG Hong-yan.A Perspective of Deficiencies in Famous-brand Construction in TV Industry in China[J].Journal of Nanchang University(Humanities and Social Sciences),2005,36(2):134-138. |
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| Authors: | CHEN Xin-ling ZHANG Hong-yan |
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| Institution: | CHEN Xin-ling~1,ZHANG Hong-yan~2 |
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| Abstract: | In an age of market,famous-brand construction and operation have become an important daily task as well as a common concern within the TV industry.In China,agents in the industry have their own special ways to build their famous-brand,and so far they have demonstrated compelling achievements.Nevertheless,there are still some deficiencies in this process,including excessive imitation and lack of originality,unsightly packaging and (obscure) visualizing,brash correcting and random replacing, as well as little probability of exploitation and utility.Therefore,analyzing the deficiencies bears no less worthiness than generalizing the achievements,for the former seems more constructive and indicative to the industry. |
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| Keywords: | TV famous-brand deficiencies perspective |
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