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随着媒体竞争格局的不断发展,媒体间的界限也在不断消弭和融合,在日益复杂的媒体环境中,怎样把握自己的核心竞争力,凸显自身优势和特色,成为摆在传统电视媒体人面前的重要课题。这是一个讲究拆分和细化的时代,品牌价值和影响力变得越来越重要,找到频道的核心发展理念,做到品牌的整体营销,是央视综艺频道形象战略的重要组成部分。本文拟通过剖析央视综艺频道维护品牌形象战略的探索,思考和挖掘品牌形象战略对于一个频道发展的重要意义和价值属性,以期不断提升和维护频道形象,拓宽频道发展思路。
With the continuous development of media competition, the boundaries between media are also constantly disappearing and integration. In an increasingly complex media environment, how to grasp their core competencies, highlighting their own advantages and characteristics, and becoming the traditional television media people An important issue. This is an era that emphasizes splitting and refinement. Brand value and influence become more and more important. The core concept of channel development is found, and the overall marketing of the brand is achieved. This is an important part of the CCTV variety channel’s image strategy. This article intends to explore and explore the significance and value attributes of brand image strategy for the development of a channel by exploring the strategy of maintaining brand image of CCTV variety channel so as to continuously upgrade and maintain the channel image and broaden the channel development ideas.