| 从品牌经营角度看改版现象——对《东方时空》改版的个案分析 |
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| 引用本文： | 王国锋.从品牌经营角度看改版现象——对《东方时空》改版的个案分析[J].荆门职业技术学院学报,2001,16(5):55-59. |
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| 作者姓名： | 王国锋 |
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| 作者单位： | 郑州大学新闻系!河南郑州450052 |
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| 摘 要： | 千年之交，广电节目改版热闹一时，现在已尘埃落定。文章试从品牌经营角度，以《东方时空》为个案，对这一现象进行透视。分析中发现：改版后的《东方时空》，一、品牌形象模糊，二、品牌个性失去鲜明性，三、品牌系统结构有待进一步优化。由此，可得出这样的结论：在改版过程中，首先，必须树立“品牌就是产品”的观念；其次，要慎用品牌延伸策略。
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| 关 键 词： | 《东方时空》 品牌经营 电视节目 中国 |
| 文章编号： | 1008-4657(2001)05-0055-05 |
| 修稿时间： | 2001年3月13日 |
Reviewing the Phenomenon of Changing Edition Through Brand management |
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| WANG Guo_feng.Reviewing the Phenomenon of Changing Edition Through Brand management[J].Journal of Jingmen Vocational Technical College,2001,16(5):55-59. |
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| Authors: | WANG Guo_feng |
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| Abstract: | At the turn of the millennium, there are some bustling with activities of changing edition in many broadcasting and TV stations, and now all stay calm. The article tries to review the phenomenon from the angle of brand management, through the case study of The Oriental Horizon. The results of the study are cited below. After its alteration, there are three changes. First, the brand image is obscure; second, the brand character loses its distinction; third, the structure of brand system needs to be optimized further. So we can conclude that during the changing edition, the concept that the brand is product must be held at first; secondly, the strategy of brand extension should be used cautiously. |
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| Keywords: | changing edition brand character the structure of brand system the strategy of brand extension |
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