在我国电视业深化改革、加快发展的关键时期,电视频道的营销策略成了电视人思考的课题。如何通过整体包装实施品牌营销,吸引观众注意力?前一段,由中国广播电影电视集团组织召开了中国“首届电视品牌营销与整体包装国际研讨会”,主题是提升频道品牌形象,建立有效盈利模式。本期《聚焦》栏目刊登6篇文章,除约请北京广播学院电视学院院长高晓虹的一篇文章外,其余5篇是国内外嘉宾在研讨会上的发言稿,旨在给业界提供些切实的参考。 In the crucial period of deepening the reform and speeding up the development of the television industry in our country, the marketing strategy of television channels has become a topic for television people to think about. How to implement brand marketing through overall packaging to attract the attention of the audience? In the previous period, China’s “First International Seminar on TV Brand Marketing and Overall Packaging” was organized by China Radio, Film and Television Group. The theme was to enhance channel brand image and establish an effective profit model . In this issue of Focus, there are 6 articles published. In addition to an article entitled Gao Xiaohong, Dean of the School of Television of Beijing Broadcasting Institute, the remaining 5 articles are speeches delivered by domestic and foreign guests at the seminar to provide practical guidance to the industry reference.