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随着数字与网络技术的广泛应用,媒介融合已是大势所趋,媒介经济正进入新的全媒体时代。全媒体意味着媒介形态的改变,同时预示着媒介市场竞争格局的变革,品牌则日益成为电视媒体构筑核心竞争力、参与媒介市场竞争的利器。一、中国电视媒体品牌观目前国内具有参照意义的电视媒体有两类:代表国家级层面的中央电视台和代表地方级层面的卫星电视。它们分别具有不同的品牌观。中央电视台作为国家最高级别、最具权威性的电视媒体,
With the extensive application of digital and network technologies, media convergence is the trend of the times and the media economy is entering a new era of all-media. All media mean the change of the media’s shape, at the same time heralding the change of the competitive landscape in the media market. The brand is increasingly becoming the weapon for the television media to build up its core competitiveness and participate in the media market competition. First, the brand concept of China’s television media At present, there are two reference types of television media: CCTV on behalf of the national level and satellite television on behalf of the local level. They have different brand concepts. CCTV as the country’s highest level, the most authoritative television media,