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为应对针对央视的五月改版,素有“煤体先锋”之称的湖南卫视上周末大张旗鼓地展开了个性化营销活动,其步调之快、观念之新,无不令业界感到吃惊。 6月20日,近200名来自全国各地的企业商贾云集湖南国际影视会展中心,东道主精心筹办的“快乐之旅——2003年下半年媒介推广暨媒体资源广告征订会”显然已打动人心,不少企业主当场与电视台达成合作意向并签订广告投放协议。那么,“电视湘军”究竟凭借什么魅力来吸引各地的广告主纷至沓来?解读它的营销方式和推广策略,这对处于激烈竞争中的各省级卫视台不无借鉴意义。改称“中国湖南卫视” 自“上星”以后,湖南卫视迈向全国的步伐坚定而迅速,到如今,几乎没有人会质疑它在全国媒体中所处的前列地位,其落地城市已达329个,落地率达到99.1%。在“上星”与“落地”的背后,隐藏着湖南卫视的深层谋略——突破湖南地缘的局限,淡化省级地域的色彩,打造一个真正具有全国概念、全国市场的电
In response to the revision in May of CCTV, Hunan Satellite TV, known as “Pioneer of Coal Pillar,” launched a highly-publicized marketing campaign at the weekend with its fast paced and new concept that surprised the industry. On June 20, nearly 200 businessmen from all over China gathered in Hunan International Film and Television Convention and Exhibition Center. The host’s elaborate “Happy Trip - Media Promotion and Media Resource Advertising Conference” in the second half of 2003 has obviously touched people’s hearts , Many business owners and television stations on the spot reached a cooperation intention and signed advertising agreement. So, “TV Hunan Army” with what charm to attract advertisers all over the place after another? Interpretation of its marketing and promotion strategies, which are in the highly competitive provincial satellite TV stations are not without reference. Renamed “China Hunan Satellite TV” Since “Star”, Hunan Satellite TV has been steadily and rapidly moving towards the country. By now, few people will question its top position in the national media. Has reached 329, landing rate of 99.1%. Behind “star” and “landing”, the deep strategy of Hunan Satellite TV is hidden - to break through the limitations of Hunan’s geography, to dilute the color of the provincial area, and to create a truly national concept with a national market