电视品牌的建构、延伸及其批判  

The Construction,Extension and Criticism of Television Brands

作　　者：王志敏[1] 陈兵[1] 

机构地区：[1]浙江传媒学院新闻传播系,浙江杭州310018

出　　处：《浙江工业大学学报（社会科学版）》2010年第1期71-76,共6页Journal of Zhejiang University of Technology：Social Sciences

摘　　要：电视品牌建构的兴起有利于解决电视遇到的文化与商业困境、应对受众监控的失效和对付政权公共政策变更的风险。电视品牌延伸使电视机构从三个方面受益:减少导入费用、新电视品牌定位更为便捷、强化品牌的市场地位;同时也存在四大风险:损害原品牌形象、电视品牌淡化、心理冲突与跷跷板效应。电视品牌建构与延伸重点是建立品牌核心价值。The emergence of television brand construction is advantageous in solving the cultural and commercial difficult position that television meets,dealing with the invalidation of monitoring of the audience and coping with the risk of change of public policy of political power.The extension of television brands benefits television organizations in three aspects：reducing leading-in costs,making the new television brand positioning more convenient and strengthening brand market niche.Meanwhile there exist four big risks：the damage of the original brand image,the downplaying of television brands,psychological conflict and seesaw effect.The focus of constructing and extending television brands is to establish brand core value.

关 键 词：电视 品牌建构 品牌延伸 核心价值 

分 类 号：G206[文化科学—传播学]