湖南卫视营销机制创新案例分析

从2003年开始,湖南卫视进入到了频道运营和品牌高速发展的黄金时代。在频道影响上:湖南卫视收视率已连续4年位居省级卫视第一,连续两年被评为"中国最具投资价值的媒体",连续两年入主"中国品牌500强"。可以说,通过十年的开拓发展,湖南卫视已从一个地方区域性电视媒体成长为一家在海内外都具有广泛影响和传播价值的强势媒体。湖南卫视能够在数年之内取得飞速度发展,领先全国其他省级电视台,这与其不断创新的营销机制是密不可分的。文章从湖南卫视的娱乐品牌战略入手,分析湖南卫视如何在营销战略上进行创新。

Hunan TV Marketing Systeen Innovation

Hunan TV has coming into the golden age of channel operating and rapid development of brand from 2003.The ratings of Hunan TV has ranked for the first for 4 years consecutively on Channel effects（the sixth in all the Satellite TV of China,just after CCTV1、3、6、8、5）.It has been named the most investment valuable media of china for two years consecutively,and has been selected as Top 500 Brands of China.We can say that,through ten years of development,Hunan TV has growed from a local media to a strong media with wide-ranging implications and communication value at home and abroad.The reason why Hunan TV can obtain flight speed development is that it has innovative marketing system.This article begins with entertainment brand strategy of Hunan TV analysises Hunan TV to analyze its innovative marketing strategy.