英语翻译
英语翻译
浙江卫视品牌定位与推广战略研究
摘 要
在媒介产业竞争日益激烈和复杂的今天,电视媒体面临着生存与发展的问题.品牌时代的到来,似乎为电视媒体的发展带来了一条光明的道路.电视频道品牌的塑造与推广,成为了各省级卫视生存与发展的必经之路.本文以浙江卫视为例,通过对浙江卫视的品牌定位及推广战略的研究,探寻省级卫视未来的发展之路.
2008年8月浙江卫视开始进行改版,经过一年多的改版之后,浙江卫视的全国收视率从一年前省级卫视的第七名,一跃上升到了全国省级卫视的第二名.与此同时,人们看到并且记住了一个新的频道品牌 “中国蓝”.可以说,浙江卫视创造了一个新的奇迹,备受人们的关注.本文将首先将对文中的核心概念进行诠释与定位,并且从整体上把握浙江卫视的品牌战略.其次将对浙江卫视品牌的核心价值及品牌识别系统进行分析,然后从浙江卫视品牌推广的三个方面进行具体的品牌战略分析,最后对浙江卫视在品牌定位与推广中的不足进行分析.文本旨在通过对浙江卫视的品牌战略进行分析,为其他省级卫视的发展做借鉴.
关键词：浙江卫视；中国蓝； 品牌定位； 品牌战略
Zhejiang TV brand positioning and promotion strategy research
abstract
In the media industry,the increasingly fierce competition and complex today,TV media facing the survival and development of the problem.The arrival of the era of brand and the development of TV media seems to bring a bright road.Television channel brand shaping and promotion,became the provincial TV survival and the development path.Taking zhejiang TV,for example,through the zhejiang TV brand positioning and promotion strategy research,provincial TV's development in the future.
August 2008 edition of zhejiang TV began,after more than a year after the revision,zhejiang TV ratings from a year ago,the national and provincial TV seventh leap to the second nationwide provincial TV.Meanwhile,people see and remember a new brand "China blue".Can say,zhejiang TV,created a new miracles,people's attention.This will be the first to be the core concepts of interpretive and positioning,and from the whole understanding of the brand strategy of zhejiang TV.Secondly,zhejiang TV on the core value of the brand and brand recognition system is analyzed,and then from zhejiang TV brand promotion from three aspects of specific brand strategy analysis,finally to zhejiang TV in brand positioning and the promotion of the analysis.Text aims at the brand strategy of zhejiang TV is analyzed,for other provincial TV development for reference.
Keywords:zhejiang TV,China blue,Brand positioning,The brand strategy