融合视域下地方媒体品牌传播突围路径研究——以河南卫视为例  

Research on the Breakthrough Path of Local Media Brand Communication under the Perspective of Integration-Taking Henan TV as an Example

作　　者：吴郁贞 Yuzhen Wu(School of Journalism and Communication,Bohai University,Jinzhou Liaoning)

机构地区：[1]渤海大学新闻与传播学院,辽宁锦州

出　　处：《新闻传播科学》2024年第3期818-823,共6页Journalism and Communications

摘　　要：媒体纵深融合视域下,如何将媒体品牌纬度从地方拓展至全国,成为突围的关键。河南卫视作为地方媒体品牌的典型代表,在初期就明确“文化”的品牌定位,守住“传统文化”内核,创新地方文化表达,显化“中原文化”特色。在融合浪潮下,河南卫视根植品牌“文化”基底,以文化内容为核心竞争力,通过提高地方媒体传播力、升华文化引导力、深化品牌影响力,打造出特色的地方名片,对地方媒体的品牌传播发展具有重要参考意义。Under the perspective of the media,how to expand the latitude of the media brand from local to the country,becoming the key to breakout.Henan Satellite TV,as a typical representative of local media brands,clarifies the brand positioning of“culture”in the early days,keeps the core of“tra-ditional culture”,innovates local culture expression,and shows the characteristics of“Central Plains Culture”.Under the tide of integration,Henan Satellite TV’s root planting brand“Cultural”base,with cultural content as its core competitiveness.By improving local media communication,sublimation cultural guidance,deepening brand influence,creating unique local business cards,the development of brand communication has important reference significance to local media.

关 键 词：媒介品牌 地方媒体 河南卫视 

分 类 号：F42[经济管理—产业经济]