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当今传媒业的竞争已进入到品牌竞争的时代,在媒体品牌的竞争中,品牌栏目对提升媒体竞争力有着举足轻重的作用。一家媒体若无几个品牌栏目作支撑,没有一两个名牌栏目作为龙头,则难以形成媒体的影响力,更难以在激烈的媒介市场竞争中占据优势。某种意义上,品牌栏目是媒体实力的显著标志,是媒体竞争力的重要构成,同时也是媒体核心价值的具体体现。
The competition in the media industry has entered the era of brand competition. In the competition of media brands, brand columns play an important role in enhancing the competitiveness of the media. Without a few brands in a media sector as a support, without one or two brand-name columns as a leader, it is difficult to form the media influence, more difficult in the fierce competition in the media market to gain the upper hand. In a sense, the brand column is a significant symbol of media power, an important component of media competitiveness, and a concrete manifestation of the core values of the media.