| 国内广电集团电视购物业务品牌建设比较分析 |
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| 引用本文： | 周凯,翁翩.国内广电集团电视购物业务品牌建设比较分析[J].新闻界,2009(4). |
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| 作者姓名： | 周凯 翁翩 |
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| 作者单位： | 南京大学新闻传播学院,南京,210093 |
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| 摘 要： | 本文以品牌价值要素的构成为基本框架,主要从产品质量管理、客户关系管理和营销渠道建设三个方面,时国内几家主要广电媒体集团的电视购物业务品牌建设进行比较和分析,总结电视购物品牌建设的成功经验,并对国内广电媒体集团电视购物业务品牌建设提出一些建议.
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| 关 键 词： | 广电集团 电视购物 品牌建设 品牌价值 |
On the Comparative Analysis On the Brand Construction of TV Shopping-Service in Domestic TV and Broadcasting Groups |
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| Zhou Kai,Weng Pian.On the Comparative Analysis On the Brand Construction of TV Shopping-Service in Domestic TV and Broadcasting Groups[J].Press Circles,2009(4). |
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| Authors: | Zhou Kai Weng Pian |
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| Institution: | School of Journalism and Communication;Nanjing University;Nanjing 210093;School of Journalism and Communication; |
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| Abstract: | The thesis takes the constructure of brand value factors for the analysis frame, and makes a comparative analysis on the brand construction of TV Shopping-Service in several domestic TV and broadcasting groups from the angles such as product quality manacement, consumer-relationship management, marketing channel management, and summarizes the successful experience concerned, and puts forward some suggestions to improve the brand construction of TV Shopping-Service in domestic TV and broadcasting groups. |
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| Keywords: | TV and broadcasting group TV Shopping-Service brand construction brand value |
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