摘要
多频道时代是资源相对过剩的时代,更是需要品牌频道的时代。拥有精准的频道定位、鲜明的频道形象,是省级卫视在这个时代首选的生存法则。江西卫视目前的定位情况呈栏目、节目、活动"各自为政"的"单兵作战"模式,这与电视媒介的发展趋势背道而驰,建议改定位战略为"集团出击式",整合频道各种资源,服务频道集团式整体形象,打造"红色.主流话语"频道品牌,方有可能突出竞争重围,实现全国强势品牌频道目标,保证价值最大化和效益持续增值。
Multichannel era is an age of relativety excess resources,and of brand-name channeles.Whether the channel has accurate channel positioning and distinctive image of channel or not,is the first choice of survival rules of provincial satellite TV in this era.The current positioning situation of Jiangxi satellite TV has a pattern which shows columns,programs,activities,'fragmentation'of the 'one-man opera-tions' mode.The situation goes against the development trend of television media.The author suggests that the'strategic location' be turned into the 'group-attack'mode,various resources of the channels be inte-grated to serve the overall image of channel group,and a 'Red.Mainstream discourse'brand channel be setup in that case,the channel could be a leader in the tierce competition,achieve the goal to be one of the best brand channel in China,guarantee the maximized value and mainlain the Value-added effciency.
出处
《井冈山大学学报（社会科学版）》
2008年第5期27-29,37,共4页
Journal of Jinggangshan University(Social Sciences)
关键词
江西卫视
定位
名牌栏目
频道品牌
the satellite channel of Jiangxi Province
position
brand-name
column,brand of channel
