随着电视媒体近几年的快速发展,频道的品牌竞争逐渐以各种方式出现在电视媒体间,扩大自身的品牌影响力对于电视频道而言刻不容缓。电视频道品牌营销和包装,在当前的媒体管理专业化、集体化趋势下借鉴在包装领域中商业化运作的经营理念,融合具有不同功能的包装元素,成为包装电视频道的一种营销模式。并且在各大电视媒体中受到重视,对媒体影响力,受众群扩展,收视率提高产生重要影响。除了简单的视觉设计,电视频道品牌营销与包装更要根据市场营销的原则,对频道进行定性,系统设计品牌形象。本文从电视频道品牌包装的背景认知,电视频道整体包装理论系统结构,电视频道包装的诉求策略和电视频道品牌营销理念合这四个方面进行探讨,以期为电视频道品牌营销与整体包装研究提供借鉴。 With the rapid development of the television media in recent years, the brand competition in the channel gradually appears in the TV media in various ways. It is imperative for the television channel to expand its brand influence. In the current media management specialization and collectivization trend, brand marketing and packaging of TV channels have become a marketing model for packaging TV channels by drawing on the business philosophy of commercial operation in the field of packaging and integrating packaging elements with different functions. And in the major television media attention, the influence of the media, the audience expanded, the ratings have a significant impact. In addition to simple visual design, brand marketing and packaging of TV channels should be based on the principle of marketing, the channel of qualitative, systematic design brand image. This article discusses the background cognition of the brand packaging of television channels, the theoretical system structure of the overall packaging of television channels, the appeal tactics of the television channel packaging and the concept of the brand marketing of the television channel, with a view to providing brand marketing and overall packaging research for the television channel Learn from