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论文编号：	4563
作者编号：	2220110768
上传时间：	2012/9/18 14:47:04
中文题目：	中央电视台品牌战略中的广告营销研究
英文题目：	Research on Advertising and Marketing in the CCTV Brand Strategy
指导老师：	韩德昌
中文关键字：	关键词：中央电视台 品牌战略 广告营销
英文关键字：	Key words: China Central Television Brand Strategy Advertising Marketing
中文摘要：	在中央电视台五十余年的发展历程中,其品牌经历了由自发品牌意识到自觉品牌战略思想指导的演变，尤其是进入21世纪以来，中央电视台以“频道专业化、栏目个性化、节目精品化”改革为开始，到2005年提出向“专业频道品牌化”战略升级为丰富完善，至2008年确立全力打造“中央电视台”品牌为奋斗目标的品牌战略。在明确的品牌战略思想引导下，通过有效的战略实施，中央电视台传播效果明显增强，品牌节目、栏目不断涌现，专业频道的聚合力和竞争力得到强化。对于中央电视台讲，广告收入依然是其主要收入来源，是中央电视台品牌战略得以实施的重要支撑，也是中央电视台事业发展的生死线。因此，自2005年中央电视台正式提出“专业频道品牌化”后，中央电视台的广告经营依托品牌战略，提出“相信品牌的力量”的营销理念，广告经营实现大幅快速增长，从而使得中央电视台品牌战略获得内生动力，源源不断地对中央电视台节目和运营提供给养。对于中央电视台的品牌战略来讲，广告营销是非常重要而又不可或缺的一环。本文从中央电视台的实际出发,对中央电视台品牌战略的思路和做法进行了归纳和总结，并分析了中央电视台的广告营销在整体品牌战略下的实施，论证了中央电视台通过品牌战略，进行广告营销，从而又促进中央电视台品牌战略的相辅相成，互相促进的格局。
英文摘要：	During China Central Television’s (CCTV) five-decades of development, the brand has evolved from a spontaneous growth to actively pursuing a brand-strategy. With the dawn of the 21st century, so came CCTV’s reform of “channel specialization, column personalization and program up-grade”. In 2005, the reform was deepened with a move to “specialized channel brands”, and with the ultimate goal of establishing the “CCTV brand” in 2008. This clear brand strategy guidance, combined with effective implementation, has significantly boosted the influence of CCTV broadcasts. A large number of high-quality programs were produced, greatly enhancing the competitiveness of the channels. Advertising income constitutes the primary source of finance for CCTV, and is vital to support its pursuit of progress. With the official introduction of the “channel specialization” move in 2005, and putting forward the concept of “believing in the power of branding”, advertising revenue has skyrocketed. This has pushed forward CCTV branding strategy, and is a source of continuous support to the station’s growth. Advertising and marketing are essential links in the chain. From a practical point of view, it has consolidated the ideas and behavior of the station’s brand strategy. The results have demonstrated the symbiotic relationship between advertising and marketing, and development of the brand strategy – pushing forward the station’s development.
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