论电视包装中的营销意识

电视频道激增,收视分流日趋严重,在节目内容的基础上,电视包装成了各频道吸引观众的关键.当前的电视包装普遍存在定位不准、缺乏创意、忽视受众收视心理、缺乏大包装理念等问题.应该树立受众意识、市场意识和整体意识,充分运用现代科技,以新奇的创意、人性化的节目编排来加强电视包装,使频道立于不败之地.

On the Marketing Consciousness in the Package of TV Program

With the rash of TV channels, the package of TV program becomes the key to attract audience on the base of the content. There are still problems in present package of TV program, such as the inaccurate orientation, lack of originality, paying no attention to audience's psychology, lack of the idea of grand package and so on. We should raise the consciousness of audience, the consciousness of market and the consciousness of wholeness, and make full use of modern technology to improve the package of TV programs with original idea, humane arrangement of program in order to make the channel always a success.