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随着当今传媒产业的不断发展,各媒体间的竞争也日渐激烈,电视业除了面临纸质媒体和网络媒体等多个媒体的竞争之外,其行业内竞争也十分激烈。在竞争中,电视台的品牌形象,往往是人们选择电视频道及电视栏目的重要依据。本文通过对栏目品牌经营的概念、策略,以及地方台部分栏目品牌经营的实例分析,就如何搞好自己的品牌经营的问题,提出了自己的看法。
With the continuous development of the media industry, the competition among various media is also getting fiercer. In addition to the competition from many media such as paper media and online media, the television industry also has fierce competition in the industry. In the competition, the brand image of television stations is often an important basis for people to choose television channels and television programs. This article put forward my own views on how to improve the operation of own brand by analyzing the concept and strategy of the brand management of the part and the example of brand management of some parts of the local station.