美国营销学者亚历山大·比尔曾经指出:“在实际操作层面,消费者喜欢品牌,品牌将‘意味’打包,这些‘意味’形成一套快捷方式,使选择变得简单。”从文化传播学角度来看,品牌就是媒体的形象,就是品位、品格和品质．是媒体一种独特性的标志。事实上,品牌营销不是什么新鲜概念,在其他产品市场,它已具体而细微地运用到了公司战略和策略里。但是对于中国的电视媒体来说,由于其产业化的进程才几年 Alexander Biel, the American marketing scholar, once pointed out: "At the practical level, consumers like brands and brands will mean ’packaging,’ which means ’creating a set of shortcuts to make choices easy.’ From a cultural communication perspective Look, the brand is the image of the media, that is, taste, character and quality. Is a unique sign of the media. In fact, brand marketing is not a new concept. In other product markets, it has been specifically and subtly applied in corporate strategy and strategy. But for China’s television media, the process of industrialization is only a matter of years