摘要:一档电视栏目要想在激烈的竞争中脱颖而出,成功的品牌塑造对其起着至关重要的作用。本文采用文献研究法和个案分析法,从中国电视栏目品牌塑造的重要性和发展阶段等方面入手,分析我国电视栏目品牌塑造的现状,并以《中国好声音》为例,详细阐述注重创新,准确的栏目定位,全方位的营销方案,精良的栏目内容,打造全产业链对品牌塑造的重要之处,让其他电视栏目认识到只有确立以制作优质内容为基础,国际化视野与本土化相结合,运用新媒体营销等方法才能建立一个健康的,可持续发展的品牌栏目。23158 毕业论文关键词:电视栏目;品牌塑造;《中国好声音》
Brand Culture Building for TV Program According the Successful of the Voice of China
Abstract:The successful building of brand culture is reckoned as the crucial effect for a TV program emerging in the fierce competition. This article analyses the present situation of brand building for domestic TV program which adopt documentation method and case analytic method.It elaborates the importance of innovation, content-rich section and whole industry chain building through the Voice of China and let others TV program realize that they must establish the theories of making quality content, combining internationalization with localization and applying new media marketing,so that a healthy and sustainability brand column will come into being.
Keys words: TV column ;the building of brand culture;the Voice of China
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