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据中央电视台前些年的一次收视率统计,在当时所有栏目中,真正有影响的知名栏目总共不过十个,这些栏目仅占当时中央电视台播出总量的10%,但其在当年50亿元的广告总量份额中却占了90%。从这个意义上来说,经营媒介实际上是经营品牌,媒介的竞争说到底是品牌的竞争,媒介的发展也是品牌的发展。品牌战略突破难点及瓶颈在实施品牌战略时往往会遇到许多难点和瓶颈,需要解决三方面问题:1.无法用创新思维和眼光树立品牌。新闻最忌按循规蹈矩的思维方式制作,同样,树一个品牌更须突破一些清规戒律。不妨通过解剖杭州电视台西湖明珠频道“阿六头说新闻”这只“麻雀”来看一个名品牌的创新思维是怎样形成的。西湖明珠频道总监认为:在20多个小
According to CCTV statistics of ratings in previous years, among all the columns at that time, a total of ten influential and influential columns were actually present. These columns accounted for only 10% of the total CCTV broadcast at that time, but in that year, it was 5 billion Yuan advertising share accounted for 90% of the total. In this sense, the operating medium is actually operating the brand, the media competition in the final analysis is the brand competition, the development of the media is also the brand’s development. Brand strategy breakthrough difficulties and bottlenecks In the implementation of brand strategy often encounter many difficulties and bottlenecks, need to address three issues: 1. Can not use innovative thinking and vision to establish a brand. The news most avoid the way of thinking in accordance with the rules of production, also, a tree brand must break some rules and prohibitions. May wish to dissect the Hangzhou TV station West Lake Pearl Channel “A Liutu said news ” only “Sparrow ” to see a brand of innovative thinking is how to form. West Lake Pearl channel director said: in more than 20 small