浅析湖南卫视电视节目的品牌发展策略----以《天天向上》为例

浅析湖南卫视电视节目的品牌发展策略----以《天天向上》为例
摘要：湖南卫视自从上星以来发展迅速并取得了可喜的成就，这与其的采取的品牌策略密切相关,并未中国文化产业中的品牌发展树立了榜样。例如《天天向上》，作为湖南卫视创新推出的一项大型礼仪功德脱口秀节目，从2008年8月开播以来，收视率一路飙升，在众多观众中形成一股热潮，现已成为湖南卫视一档优秀的娱乐品牌栏目。通过研究分析《天天向上》的成长与成功，希望能对我国起步阶段的中国文化产业有所借鉴与启示。
关键词：湖南卫视；品牌策略；娱乐节目；启示

A TENTATIVE STUDY ON STRATEGE OF
 DEVELOPMENT OF HUNAN STATELLITE
TELEVISION STATION’S BRANDS
  ----AS “DAY DAY UP ” FOR AN EXAMPLE

ABSTRACT: Owing to the brand strategy, Hunan TV has achieved a great success since broadcast through the satellite and also has set a model for the brand development in Chinese culture industry. For example the “Day Day Up” is a large —scale program of formal talk show, which was launched originally by Hunan TV. Since the beginning of “Day Day Up” on August 2008 viewership rate has being rising dramatically. Moreover, it is considered to be an excellent entertainment program of Hunan TV now. Through studying and analyzing the growth and success of the program of “Day Day Up”, the author hopes that it can give some suggestion to the developing Chinese culture industry.
      Key words: Hunan TV; brand strategy; entertainment program; enlighten

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