CAJ | 학술논문

电视媒体是传播信息、引导舆论、播放广告、出售商品的中介。而电视媒体所称的品牌则是名记者、名编辑、名主持人、名栏目、名频道、名台标的总和。本文试从竞争呼唤品牌、创立品牌的几个途径等方面论述了为什么要对电视媒体进行品牌经营以及品牌管理的内容、途径、措施和注意的问题，说明了对电视媒体进行品牌经营是大势所趋，只有品牌经营，才能扩大电视媒体的知名度；只有品牌经营，才能产生良好的经济效益和社会效益。
전시매체시전파신식、인도여론、파방엄고、출수상품적중개。이전시매체소칭적품패칙시명기자、명편집、명주지인、명란목、명빈도、명태표적총화。본문시종경쟁호환품패、창립품패적궤개도경등방면논술료위십요요대전시매체진행품패경영이급품패관리적내용、도경、조시화주의적문제，설명료대전시매체진행품패경영시대세소추，지유품패경영，재능확대전시매체적지명도；지유품패경영，재능산생량호적경제효익화사회효익。
Television is the medium that propagating information, guiding consensus,showing advertisements and selling commercial products. Therefore, so called by TV medium as brand-new actually denotes the summation of celebrated journalists, famous editors, excellent hosts, remarkable titles, well-known channel, prominent station mark. This paper from the aspects of striving for summon brand-new and set brand-new elucidates about the contents, avenue,method and regarded issues of why the TV medium should take brand-new dealing and brand-new management up, and explicates that TV medium to take brand-new dealing up is the tideway of the situation, only to take brand-new dealing up, then being able to extend the celebrity of TV medium, only to do so, then being able to engender fine economic efficiency and social efficiency, and could better service to socialistic political civilization, intellectual civilization and material civilization.