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优势媒体能使品牌产生光环效应,实现品牌溢价。在中国,中央电视台之于企业的这一作用显然毋庸置疑。其中,晋江军团的规模崛起和润滑油业的击鼓竞擂,成为最典型的两例佐证。近年来,中央电视台秉持达己达人的观念,不断突破自身:对内,革故鼎新,改版不断;对外,变“坐商”为“行商”,行千里路,访众家客,真正实现“任何广告形式都可以想,什么合作方式都可以谈”的市场化工作方针。
Advantage of the media can make the brand halo effect, to achieve brand premium. In China, CCTV’s role in business is obviously beyond doubt. Among them, the rise of the scale of Jinjiang Corps and drumming industry lubricants, as the most typical two examples. In recent years, CCTV upholds the concept of up to one person and up to the people, constantly breaking itself: internally, reform and innovation, continuous revision; external, change “business” as “business”, line thousands of miles, Advertising forms can think, what cooperation can talk about "the principle of the market-oriented.