近几年来,国内电视媒体经历了从卖方市场到买方市场的转变,这种转变伴随着电视产业内部竞争的加剧、新电视经营理念的不断引进,以及电视人危机意识的不断增强。这是传媒业重新洗牌的过程,也是电视频道品牌化经营的开端。大多数电视人意识到品牌对频道经营的重要性,那么究竟如何创建电视品牌?如何使品牌建构的决策与品牌精神相一致?如何随时发现品牌建构中的失误?如何找到品牌建构的清晰脉络?如何使顿道内外各个层次的运作从品牌建构中受益?本 In recent years, the domestic television media has undergone a change from a seller’s market to a buyer’s market. This change is accompanied by intensified internal competition in the television industry, the continuous introduction of the new TV business philosophy, and the ever-increasing awareness of television crisis. This is the process of reshuffling of the media industry and the beginning of the brand management of television channels. Most TV people realize the importance of brand management to the channel. How to create a TV brand? How to make the decision of brand building consistent with the brand spirit? How to find fault in the brand construction at any time? How to find the clear context of brand building? How to make the operation of all levels inside and outside Don from the brand building to benefit?