中文摘要
A 电视台品牌建设研究
随着我国电视媒体市场化的逐步深入，电视媒体相互之间的竞争日益加剧，
作为电视媒体中坚力量的省级电视媒体如何在激烈的竞争中抢占制高点，是其发
展过程中必须面对的问题。在全国各个省级电视台飞速发展，中央电视台以及地
方电视台境外频道群雄割据的局面中，A省级电视台要想在竞争中获得一席之地，
更好的抢夺收视市场，必须要构建鲜明的电视媒介品牌。本文运用战略管理理论、
经济学理论、传播学理论以及市场营销学等相关理论，以 A 省级电视媒体做为研
究对象，针对其目前所处的内外部环境，对 A 省级电视媒体的品牌建设做了分析
和研究，分析总结出 A 省级电视媒体进行品牌建设的基本方法和步骤。

本论文一共分为六章，第一章为绪论部分，主要介绍了本文的研究背景、研
究意义以及相关的理论基础，其中重点介绍了品牌的概念、构成及其属性特征。

第二章是在对电视台基本情况进行介绍的基础上，对 A 电视台目前的品牌建设现
状及其所存在的问题做了针对性的分析研究，并指出了其目前所存在的品牌建设
的问题。第三章为 A 电视台的品牌定位策略研究。在对整个电视媒体行业历史沿
革进行介绍的基础上，运用 PEST 分析模型和五力分析模型，对电视媒体行业的
外部环境进行了分析。由此得出 A 电视台品牌定位的环境条件，根据现有的环境
条件提出相应的品牌定位。第四章为 A 电视台的品牌塑造策略研究。在对 A 电视
台自身的环境进行分析的基础上，提出了其品牌塑造的策略。第六章是小结部分，
即对全文做概括性的总结。

关键词
电视台；核心竞争力；品牌定位；品牌建设
Abstracts
Study on Brand Building for A Television Station
With marketization of China's TV media becoming gradually further,
competition among TV medias gradually becomes seriously. as a backbone TV media,
Provincial TV media how to take commanding heights in the fierce competition is the
issue that must be faced in the process of the development. In the situation of that
provincial television developed rapidly, CCTV and local TV channel outside every
regime. A provincial television which wants to obtain a better share of marketin the
competition must build bright TV media brand. This paper which uses strategic
management theory, economics theory, communication theory, the marketing and
other related theory, in view of its present in internal and external environment, makes
A provincial television media as the research object, and makes the analysis and
research for A provincial TV media brand construction, at last analyzed and
summarized the basic methods and steps for A provincial TV media brand
construction.
This article altogether divides into six chapters. The first chapter is the
introduction part, this part mainly introduces the research background, research
significance and theoretical foundation, the emphases are the brand concept, elements
and attributes. The second chapter makes the pertinent analysis research for brand
construction current situation and the existing problems of A television on the based
of introduction of television basic situation, and pointes out the existing brand
construction problems. The third chapter is A TV brand positioning strategy research.
On the basis of introduction for on the whole TV media industry history, this part
analyses the external environment of TV media industry, using PEST analysis model
and five competitive forces analysis model. Then, it works out the environmental。。。