文档介绍：摘要 II 摘要我国电视媒体从上世纪末期开始推行“事业单位,企业化管理”的双轨并行经营体制,走上了产业化道路。面对竞争态势日益白热化,竞争空间日趋饱和的客观情况,电视媒体想要赢得尽可能大的优势,求得更快速的发展,实行电视品牌的经营策略便是当务之急。品牌策略就包括品牌的建构、维护和延伸,实施有效的产品品牌策略就意味着电视节目在消费者中的高认知度、高收视率,尤其是提高消费者的忠诚度。在全球传播一体化的趋势下,谁能够率先树立正确有效的品牌战略,积极打造品牌优势,谁就会在未来的中国电视市场竞争中占有一席之地。经过长期努力培育起来的电视品牌,如果疏于维护就会有丧失的风险。电视品牌的建构可能是一次性的工作,然而品牌的维护绝对是一项重复而又漫长的创造性工作。品牌建构成功后,需要精心的维护:包括再定位、持续创新、不断开发新产品等等一系列的手段运用。品牌就如同橡皮筋,延伸就是拉橡皮筋。延伸越广,橡皮筋拉得越长。如果超出一定幅度,橡皮筋就会断掉,品牌离失败也就不远了。品牌延伸应该掌握适度原则,延伸要与原有品牌接近,否则只会弄巧成拙。本文绪论部分概括了文章研究背景、研究目的和研究方法; 第一章是全文研究的铺垫,主要介绍了与本文研究内容相关的几个主要概念:品牌、品牌的历史、品牌的功能; 第二章和第三章是全文的主要研究内容,包括电视品牌的建构与电视品牌的维护;第四章为实例篇,主要是将第二章和第三章内容的理论部分付诸于具体媒介机构,笔者主要选取凤凰卫视、湖南卫视、安徽卫视,分别从不同的角度阐释了它们在电视品牌建构和维护的领域所做出的一些突出成绩。关键词: 电视品牌;品牌战略;品牌维护;品牌延伸 Abstract III Abstract At the end of last century, TV media in our country carry out the management system of double tracks parallel--“public institution, enterprise-like management”, walking uptothe industrialized road. In the face of objective circumstances of increasingly petition situation and the petition space, television media want to win the biggest possible advantage and seek the more rapid development, so it is the urgent matter to carry out the management strategy of TV brand. Brand strategy includes brand construction, brand maintenance and brand extension. The effective implement of brand strategy means that the television program enhances the higher degree of cognition and higher audience rate in the consumers,especially loyalty degree of consumer. Under thetendency of the munication globally,those people who can first build the valid brand strategy and create the brand advantage positively will take a place in TV market of China in the future. By the long termeffortofcultivated TVbrand, if ignored the maintenance, it will be lost. TV brand construction may be a disposable work, but brand maintenance is absolutely a repeated and long creative work. If brand construction is essful, it needs the elaborate maintenance. It includes the adoption of the various methods: reloca