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近年来,中国省级卫视竞争呈现白热化,除了节目创意与制作实力的比拼,只有将节目成功推销给电视观众,才能赢得市场。如何加强品牌推广力度,扩大品牌影响力,正成为各电视媒体经营者十分关注的问题。在互联网语境下,电视品牌的网络营销成为至关重要的品牌推广阵地。浙江卫视自2008年提出“中国蓝”战略后,凭借成功的色彩营销概念使得浙江卫视迅速进入省级卫视全国前三的阵营。如今,浙江卫视“中国蓝”即将迎
In recent years, there has been a white-hot competition in China’s provincial satellite TV industry. In addition to the competition between program creativity and production strength, the market can only be won if the program is successfully sold to television viewers. How to strengthen brand promotion and expand brand influence is becoming a major concern of all TV media operators. In the Internet context, television brand network marketing has become a crucial branding position. Zhejiang TV since 2008, “China Blue ” strategy, with the successful concept of color marketing makes Zhejiang Satellite TV quickly enter the provincial satellite TV camp of the country’s first three. Today, Zhejiang Satellite TV “China Blue ” is about to welcome