在社会生产力发展的不同阶段,市场竞争呈现出从价格竞争、质量竞争再到创新竞争的不同表征。时至今日,品牌竞争则成为市场竞争的核心。早在2005年,作为中国传媒旗舰的央视就明确提出了品牌化建设的战略思路,打造栏目品牌成为突破点;2007年又进一步提出了打造品牌集群、品牌频道的新目标,打造品牌媒体的发展方略愈加丰富和完善。随着传播实践的步步迈进与层层深入,央视品牌化战略构架的脉络日益清晰,基本遵循着品牌栏 In different stages of the development of social productive forces, market competition presents different representations from price competition, quality competition and innovation competition. Today, brand competition has become the core of market competition. As early as 2005, CCTV, the flagship of China’s media, clearly put forward the strategic idea of ​​branding and made the column brand a breakthrough point. In 2007, it further proposed the new goal of building brand clusters and brand channels to build brand media. Strategy is more rich and perfect. With the step by step dissemination of practice and layers of depth, CCTV brand strategy framework increasingly clear, basically follow the brand bar