论“顶层设计”对省级卫视战略品牌建设的影响

论“顶层设计”对省级卫视战略品牌建设的影响(8000字)
—以浙江卫视“中国蓝”为例

摘    要
本论文以“论‘顶层设计’对省级卫视战略品牌建设的影响”为题，重点研究了浙江卫视“中国蓝”品牌建设的具体实践、其所反映的“顶层设计”理念、取得的实际成效以及所暴露出的问题，通过对其背景的分析和目前所处现状的准确定位，在肯定它的效果和取得成就的同时也发现了所存在的问题和不足，因此，在“顶层设计”理念下归纳提出合理的应对策略与建议。以“顶层设计”理念克服“中国蓝”品牌建设中的不足。作为国内省级卫视品牌建设成功的典型范例，在目前省级卫视战略品牌建设方兴未艾且问题不少的现状下，以“顶层设计”视角总结研究浙江卫视“中国蓝”战略品牌建设的得与失，对我国电视行业频道品牌化经营具有与时俱进的借鉴意义。

关键词：顶层设计  卫视品牌  浙江卫视  中国蓝
 

Abstract
This paper is titled as" Discussion about The Effects of Top Layer Design on the Brand Building Strategy in the Provincial Satellite TV" , focusing on the Zhejiang satellite TV "China blue" brand construction in practice, reflecting the "top design" concept, having the actual effect and the problems, Through the analysis of the background and the present situation, we acknowledge its achievements , in the meantime, we also discovered the problems and the insufficiency, so putting forward the reasonable countermeasures and suggestions under the "top design" concept. Through the "top-level design" concept to overcome the insufficient in the "China blue" brand construction .As a typical example of successful domestic provincial satellite TV brand building, in the present situation of provincial satellite TV brand building strategy being just unfolding and many problems under the "top design", in the view of summarizing the gain and loss of Zhejiang satellite TV "China blue" brand building strategy, it will have the advanced reference meaning to the channel brand management of TV industry in china.

Key words: Top layer design  The brand of provincial satellite TV  Zhejiang satellite TV  China blue 

目    录
引    言    1
一、省级卫视战略品牌建设现状与“中国蓝”的定位    1
（一）省级卫视战略品牌建设现状    1
（二）浙江卫视“中国蓝”战略品牌的定位    3
二、浙江卫视“中国蓝”战略品牌建设的成效与不足    3
（一）“中国蓝”战略品牌建设的成效    3
（二）浙江卫视品牌建设中存在的问题    5
三、对浙江卫视“中国蓝”战略品牌建设的建议    6
（一）以“顶层设计”理念克服“中国蓝”品牌建设中的不足    6
（二）“中国蓝”品牌建设经验对省级卫视的借鉴意义    8
结    论    9
参考文献    10