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本文以国内外电视栏目品牌化建设研究的相关理论为基础,对我国省级卫视栏目品牌化建设环境现状及发展趋势进行了分析,对湖南卫视品牌建设策略、品牌定位、栏目特色等进行研究,总结了湖南卫视品牌建设的主要成功经验以及对其他省级卫视品牌建设的启示,以期为我国省级卫视栏目品牌化建设管理提供一些借鉴,对我国广播电视业有所裨益。
Based on the relevant theories of brand construction of television programs at home and abroad, this paper analyzes the status quo and development trend of the brand-building environment of provincial satellite TV programs in China, and studies the brand building strategy, brand positioning and column characteristics of Hunan Satellite TV, The author summarizes the main successful experiences of brand building in Hunan Satellite TV and its enlightenment on the construction of other satellite TV brands in the province so as to provide some reference for the brand building management of provincial satellite TV programs in our country and bring some benefits to the radio and television industry in our country.