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随着我国市场经济体制的建立,媒体竞争越来越激烈。受名人效应的影响,电视主持人的品牌推广与营销成为很多电视台关注的课题。这种营销方式不仅从电视台的栏目设置和媒体宣传入手,还将主持人的包装和公关推广结合起来,通过打造明星主持人与明星栏目,强强联合,树立电视台的频道特色,从而达到提高频道收视率的目的。文章分析打造明星主持人的意义和成功案例,探索电视节目主持人品牌的营销策略。
With the establishment of China’s market economy system, media competition is becoming more and more intense. Influenced by the celebrity effect, the brand promotion and marketing of TV presenters have become the topics of concern to many TV stations. This marketing approach not only from the TV station column settings and media promotion, but also the host’s packaging and public relations promotion together, through the creation of celebrity star and star section, powerful combination, establish the channel characteristics of television stations, so as to improve the channel The purpose of ratings. The article analyzes the significance and successful cases of building star presenters and explores the marketing strategies of presenter brands.