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当前在党和国家大力倡导大众创业、百姓创业、以创业带动就业的新常态下,草根创富风起云涌。在媒体多元化竞争和融合大潮中,CCTV-7农业节目提出打造“创富”品牌,作为谋求自身差异化生存的战略布局。这是农业节目历经18年的探索和积累后发展到瓶颈期的必然选择。既然明确了品牌定位战略,那么怎么打造?除了注重节目品质、频道包装、主持人和观众培养外,最关键的还得靠内容资源强化特色,以栏目集群形成合力。
Under the new normal that the party and the state vigorously promote mass entrepreneurship and people start their own businesses and start employment through entrepreneurship, grassroots create prosperity surging. In the midst of diversified competition and integration in the media, CCTV-7 agricultural program proposes to create a brand “Chuangfu” as a strategic layout for seeking differentiated survival. This is the inevitable choice that agricultural programs have developed to a bottleneck after 18 years of exploration and accumulation. Since the clear positioning strategy of the brand, then how to build? In addition to focus on program quality, channel packaging, host and audience training, the most important thing is to rely on content resources to strengthen the characteristics of the cluster to form synergies.