在我国,电视节目日益品牌化,追求品牌栏目效应和强调个性化运作将成为节目生存的基础。如何在日益激烈的节目竞争中立于不败之地,如何打造强势品牌已成为电视管理者和学者的研究重点。一、建立电视节目品牌战略管理机制国内电视台在品牌建设中存在领导不重视、组织结构不合理、人才机制不完善等种种问题,其最根本的问题在于我们不是以营销方式来构建一个频道,而是以行政建制来构建一个频道。凤凰卫视宣传部创作经理李青芬也注意到该问题,她说:“中国企业人治色彩比较重,要树立自己的电视品牌,一定要先去除企业里的人冶基因,树立一套品牌管理制度。”因此,我们应该建立并逐步完善电视节目品牌的管理机制。 In our country, television programs become increasingly brand-oriented, the pursuit of brand column effects and emphasis on personalized operation will become the basis of program survival. How to compete in the increasingly fierce competition in the program, how to build a strong brand has become the focus of television managers and scholars. I. Establishing the Strategy Management Mechanism of TV Program Brand The fundamental problem that domestic TV stations have in their brand building is that they do not attach importance to leadership, irrational organizational structure, and imperfect personnel mechanisms. The fundamental problem is that we do not build a channel by marketing. However, It is an administrative system to build a channel. Li Qingfen, creative manager of Phoenix Satellite Television Propaganda Department, also noticed the problem. She said: “Chinese enterprises have a lot of people and establish their own TV brands. They must first remove the gene in business and establish a brand management system. ”Therefore, we should establish and gradually improve the management mechanism of TV program brand.