光线传媒品牌战略管理研究
关键词：光线传媒；品牌战略；战略规划
Explore the Enlightmedia Brand Strategy
Abstract：Enlightmedia was founded in 1998. After ten years of its development, as the light media has become China's largest private media group and Entertainment Media Group. It's entertainment show "Entertainment Live", "Music Billboard" has been broadcast on more than ten years in a row. Through its continuous efforts and innovation, has become the leader of the Chinese TV media industry to become a model. Enlight E logo has been to ensure that viewers and advertisers as ratings, the television industry to become one of the famous mark. By analyzing the design and implementation status of the light of the media, and brand strategy development process, and finally puts forward some inspiration: to enhance the training, enhance brand awareness; establishment of specialized agencies to ensure the smooth implementation of brand strategy; talent strategy will incorporate brand strategic planning; create a support brand strategy corporate culture. I want to be able to raise some of these lessons for other media industries, the Chinese people's media career continued development and growth.
Key words：Enlightmedia; Brand Strategy; Strategic Planning
目 录
摘 要 1
Abstract 1
一、传媒产业的品牌战略概述 2
（一）品牌战略的相关理论 2
（二）传媒产业的内涵及特点 3
（三）传媒产业的品牌战略概述 3
二、光线传媒的品牌发展状况 4
（一）光线传媒的发展状况 4
（二）光线传媒的品牌战略发展现状 5
三、光线传媒品牌战略的规划 6
（一）光线传媒品牌战略设计 6
（二）光线传媒品牌战略框架 7
（三）光线传媒品牌战略的实施 10
四、光线传媒品牌战略的启示 12
（一）加强培训，增强品牌意识 12
（二）建立专门机构，保证品牌战略顺利实施 12
（三）将人才战略纳入品牌战略规划 13
（四）创建支持品牌战略的企业文化 13
参考文献 14
致谢 15
光线传媒品牌战略探究
前言
随着我国文化事业的不断发展，近年来我国传媒品牌不断发展和壮大，大量的传媒品牌不断上市寻求资本市场的发展，早在2012年4月人民网上市又引起了文化品牌上市的热潮，再加上我国“十二五”规划，更加快了文化事业的发展，促进文化市场经济全面发展，继而引来了研究文化企业品牌战略的热潮。2011年8月3日，光线传媒正式上市，该传媒成立于1998年，经历了十几年的发展，最终成功的登陆资本市场，这是民营传媒品牌的一个重要的里程碑，也给我国文化事业的发展带来了深远的影响。为了进一步对光线传媒的品牌战略进行全面的了解和研究，本人通过对传媒产业的品牌战略的概述、光线传媒的发展状况，光线传媒品牌战略的发展历程，光线传媒品牌战略的规划，光线传媒实施品牌战略时带给我们的启示等进行了研究和分析，其详细如下：
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