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中央电视台作为国家电视台,一直致力于传承文明,开拓创新,充分发挥电视传播的优势,全面、充分地展现中华民族的传统和现代文明。有目共睹的是,伴随着我们伟大祖国的一天天强盛,中国电视也取得了跨越式的发展,事业规模、经济实力、社会影响、覆盖范围、经营模式、管理思路、创作理念等都发生了巨大的变化,已经成为人们生活中不可或缺的一部分。党的十六大提出大力推进文化体制改革,这为中国传媒的发展带来了新的契机。文化产业从本质上说就是文化进入市场,而市场是靠品牌特别是名牌支撑的。因此,实施品牌化战略对文化产业的发展具有决定性的影响,是发展文化产业的重要途径和必由之路。通过实施文化名牌战略,可以整合文化资源和力量,扩大市场份额,增强广播影视的实力,从而提高宣传的影响力和舆论引导的实效,增强先进文化的凝聚力和吸引力。
As a national television station, CCTV has been committed to inheriting civilization, pioneering and innovating, giving full play to the advantages of television broadcasting, and comprehensively and fully demonstrating the Chinese tradition and modern civilization. What is obvious to all is that along with the growing prosperity of our great motherland, Chinese television has also made leaps and bounds in its development. As a result, its scale of operation, economic strength, social influence, coverage, business model, management ideas, and creative concepts have all undergone tremendous Change has become an integral part of people’s lives. The 16th CPC National Congress proposed to vigorously promote the reform of the cultural system, which brought new opportunities for the development of the Chinese media. Culture industry is essentially the culture into the market, and the market is supported by brands, especially brands. Therefore, the implementation of the brand strategy has a decisive influence on the development of the cultural industry, which is an important way and the only way to develop the cultural industry. Through the implementation of cultural brand strategy, we can integrate cultural resources and strength, expand market share and enhance the strength of radio, film and television so as to enhance the influence of publicity and the effectiveness of media guidance, and enhance the cohesion and attractiveness of advanced culture.