走品质路线 做品牌营销——从中央电视台的实践看媒体广告经营的发展  

Building media advertising brand on the basis of media quality

作　　者：夏洪波[1] 

机构地区：[1]中国中央电视台广告部

出　　处：《广告大观（理论版）》2008年第3期4-8,共5页Journal of Advertising Study

摘　　要：2008年是中国现代广告业走过的第30个年头,在此背景下,文章分商品阶段、资源阶段、产品阶段和品牌阶段四个阶段回顾了媒体广告经营的发展。通过回顾发现,媒体广告产品要追求品质、走品质路线,媒体广告营销要打造品牌、做品牌营销,这既是客户对媒体广告经营发展的客观要求,也是媒体广告经营竞争升级的自然发展,更是媒体广告经营承担社会责任的必然选择,是媒体广告经营走过三十年后必经的新阶段,同时也应该是媒体广告竞争的必由之路和未来的发展方向。本文从中央电视台的实践出发,对中央电视台广告经营走品质路线、做品牌营销的思路和做法进行了归纳和总结。Thirty years history of China advertising industry provides a basis for a review of development in media advertising management. Particularly, four periods of this development are identified： commodity period, resource period, product period, and brand period. Following these periods, suggested by this review, a new period emerges, where pursuing high quality and establishing brand equity in the market become more and more essential due to the needs of customers, the intensive competition, and the social responsibility required. Based on the case of CCTV, this article summarizes and analyzes its practice of branding strategy in media advertising management.

关 键 词：媒体广告经营 品牌 品质 

分 类 号：F713.8[经济管理—广告] G229.24[经济管理—产业经济]