辽宁电视台品牌战略研究.docVIP

东北大学硕士学位论文 东北大学 硕士学位论文 辽宁电视台品牌战略研究 姓名：史威 申请学位级别：硕士 专业：工商管理 导教师：李森Abstract By using some basic concepts in brand strategy such as brand targeting, brand image, market analysis and brand civiiazation ，and also by synthesizing research results in related subjects including management, mass media, and marketing, the thesis specifies the existing conditions of Chinas TV industry, analyzes the competition environment facing with Liaoning TV Station currently, and then gives elaboration on targets, contents and applied measures that should be taken while implementing the brand strategy of Liaoning TV Station. The thesis is introduced in with demonstrations on the era background, the rapid and vigorous development of Chinas TV industry and the development chances and challenges coming with. Then, the thesis makes analysis on the interior and exterior environments of Liaoning TV Station, and tries to reach a sum-up by the application of the SWTO analysis method. After that, the thesis put theories of brand strategy into practical cases, and maps out strategic targets, contents and related strategic measures for the implementation of the brand strategy in Liaoning TV Station. In the meantime， the thesis attempts to integrate the brand strategy theories with the existing conditions of Liaoning TV Station, and discusses plans for implementation and control. The thesis tries to separate itself from pure theoretical research on TV media. Instead, it manages to apply theoretical knowledge in practical cases, give break-through reasoning, make the research more feasible and at last, play its roles in practical uses. Key words: brand strategy, brand targeting, media, channel specialization 独创性声明 本人声明所呈交的学位论文是在导师的指导下完成的。论文中取 得的研究成果除加以标注和致谢的地方外，不包含其他人己经发表或 撰写过的研究成果，也不包括本人为获得其他学位而使用过的材料。 与我一同工作的同志对本研究所做的任何贡献均己在论文中作了明确 的说明并表示谢意。 学位论文作者签名 日 期 学位论文版权使用授权书 本学位论文作者和指导教师完全了解东北大学有关保留、使用 学位论文的规定：即学校有权保留并向国家有关部门或机构送交论 文的复印件和磁盘，允许论文被查阅和借阅。本人授权东北大学可 以将学位论文的全部或部分内容编入有关数据库进行检索、交流。 (如作者和导师