所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/601
案例名称：北京电视台的品牌建设
译名：Brand Establishing for Beijing TV Station
案例作者：黄劲松，张明立，经春
作者单位：北京航空航天大学
中文摘要：中国电视节目播放时间逐年上升，但观众收视时间却不断下降，建立强势的品牌已成为应对这种挑战的关键。尽管北京电视台拥有的大量经营资源，但其品牌形象却无法与北京市在中国的地位相匹配。在这种情况下，2009年初北京电视台的管理层提出“把BTV建设成为与首都地位相适应的电视台”的目标，电视台内部也因此就以下三个方面的问题进行了热烈的讨论，并发表了不同的意见，即：（1）聚焦于当地发展还是面向全国发展？（2）应当塑造怎样的品牌形象？（3）如何操作才能建立新的品牌形象？管理层必须面对不同的观点并做出决策。本案例描述了北京电视台的现状、观众的收视偏好情况、北京电视台的栏目经营现状以及竞争者的品牌形象等方面的内容。
英文摘要：In China, the total broadcast time of TV programs increase every year, while the audience's viewing time decrease gradually, thus establishing a strong brand has become a critical solution for this challenge. Although BeiJing TV station (BTV) owns vast of business resources, its brand image still can not match the Beijing’s position in China. Under this situation, the manager of BTV proposes a purpose that “builds up BTV into a station which can match the position of the capital of China”, and then intense discussions which focus on three issues as follow were carried on within the station and some different opinions were proposed, namely : (1)Developing in local or in the whole country? (2)What brand image should be established? (3)How to build up a new brand image? The managers of BTV have to make decision from these different opinions. This case also describes some other contents including the status of BTV, viewing preference of audients, operating situation of BTV’s columns and brand image of competitors.
中文关键词：北京电视台；电视台；品牌形象；品牌联想；2011百优案例
英文关键词：Beijing TV station; TV station; Brand Image; Brand Association
案例入库时间：2011-09
