重庆卫视品牌营销战略研究.doc

摘要:2012年末，重庆卫视跨年改版，推出全新的 “从这里开始”口号，在继续红色频道的基础上，增加一定的综艺节目，为卫视博得了一定的收视率。这一次的改版，重庆卫视不断地向观众传达着“正在改变”的思想，希望观众能够被重庆卫视的新姿态所吸引。

　　　本文分为五个部分。首先主要阐明了本次研究的背景、目的和意义；其次对品牌营销的理论进行了概述，阐述了品牌营销的含义、理论和策略；第三，介绍了重庆卫视品牌营销的现状，介绍了重庆卫视的基本情况、品牌历程、发展环境，为下文行文奠定了基础；第四，围绕品牌个性、传播、销售、管理等四个方面研究了重庆卫视品牌营销中存在的不足；最后，针对存在的不足提出提升策略，即频道改革与个性凸显、加速扩张影响力、创造经济和公益效应和完善管理加强竞争力等四个方面。 

　　　本文综合了多种研究方法，提出了上述几种发展战略，试图使重庆卫视走上一条全方位、多角度的道路，在卫视市场占据一席之地。

关键字：品牌营销  重庆卫视  影响力  竞争力

Abstract:At the end of 2012, Chongqing TV New Year Edition, launched a new "start from here" slogan, based on the red channel, increase a certain variety show, won the ratings for tv. Correcting this time, Chongqing satellite TV to convey to audiences "changing", hope that the audience can be attracted to a new attitude in Chongqing TV station. 

　　　This paper is divided into five parts. First, it mainly discusses the research background, purpose and significance; secondly, the brand marketing theory, expounds the meaning, theory and strategy of brand marketing; third, introduces the current situation of Chongqing satellite TV brand marketing, introduced the basic situation, Chongqing satellite TV brand history, development environment, the basis for the below the foundation; fourth, around the four aspects of brand personality, communication, management, sales, research the problems of Chongqing satellite TV brand marketing; finally, proposed in view of the existing problems that the promotion strategy, channel reform and obvious individuality, to accelerate the expansion of influence, creating economic and welfare effects and improve the management to strengthen the competitiveness of four aspects. 

　　　This paper integrated a variety of research methods, puts forward the development strategy, trying to make the Chongqing satellite TV on a multi-angle, occupy a space for one person in the road, in the TV market.

Key words: Chongqing satellite TV；brand marketing；competitiveness；influence