随着媒体产业的市场化发展,各电视媒体之间的竞争日趋白热化。如何创造媒体自身的特色并保持稳定的受众群,如何使栏目在当下电视节目同质化浪潮中脱颖而出,如何在注意经济时代提升媒介品质和影响力。实施品牌战略,打造品牌栏目,形成独具特色的品牌文化将成为各大媒体解决上诉问题一条重要途径。本文对湖南卫视《变形计》的品牌策略进行探讨。 With the marketization of the media industry, the competition among various television media is intensifying. How to create the media’s own characteristics and maintain a stable audience, how to make the column stand out in the current wave of homogenization of television programs and how to enhance the quality and influence of the media in the economic era. The implementation of brand strategy, create brand columns, the formation of a distinctive brand culture will become the major media an appeal to solve an important way. This article discusses the brand strategy of Hunan Satellite TV “Transformer”.