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凭借卫星和CATV相结合的传输技术,如今电视已经作为一个文化产品走近普通百姓。伴随着广电产业化进程,电视媒体的市场竞争愈演愈烈,以电视频道为主体,收视率以及随之带来的广告收入成为检验电视文化产业竞争绩效的市场通行标准,但是随着国家广电总局“限娱令”和“限广令”重磅出击,当前电视作为文化产品的市场之争正在由较简单的收视和收入竞争演进到更高层次的品牌竞争,电视传媒影响力经济的本质不断得到确认。在此背景下,本文探讨怎样把电视文化产品进行打包,从而实现电视文化产业品牌传播价值的增值与管理。
With the combination of satellite and CATV transmission technology, television has now come to common people as a cultural product. With the industrialization of broadcasting and television, the market competition of the television media intensified. Television channels as the mainstay, the ratings and the advertising revenues brought by it became the market standard for testing the competitiveness of the television culture industry. However, with the State Administration of Radio, Film and Television, The current market competition for television as a cultural product is evolving from a relatively simple viewing and revenue competition to a higher-level brand competition, with the influence of the television media being economically viable Essence constantly confirmed. In this context, this article explores how to package television cultural products in order to realize the value-added and management of the brand communication value of TV cultural industries.