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在今天中国电视频道的竞争中,品牌化的包装营销已是热点。电视媒体不断受到来自互联网的冲击,业界内部也形成内容严重过剩的现状。在这一背景下,由于其能够有效树立频道整体形象,体现频道特色,并最终达到争取和吸引观众的目的,电视频道包装便成为了电视媒体在竞争中突围而出的重要手段。本文以江苏卫视频道2012年度电视频道包装为研究个案,对其在设计思路、设计内容、效果分析三个方面予以解析。希望通过本文的研究,能为国内的电视频道包装设计提供一些思路和参考。
In today’s competition in China’s television channels, branded packaging marketing is a hot spot. The television media is constantly being hit by the Internet, and the industry is also experiencing a serious over-content situation. In this context, because of its ability to effectively establish the overall image of the channel, channel characteristics, and ultimately to win and attract the audience, TV channel packaging has become an important means of breaking out of the competition in television media. In this paper, Jiangsu TV Channel 2012 TV channel packaging as a case study, its design ideas, design content, the effect of analysis to be resolved in three aspects. Hope that through this study, we can provide some ideas and references for the domestic TV channel package design.