Study On The Strategy Of Brand Construction For Chinese TV Content Industry

Chinese TV content industry has reached its crucial stage; the brand construction is becoming more and more important, which can be classified into three grades: brand construction of the product, brand construction of company and brand construction of nation. The brand construction of Chinese TV content based on the brand construction of product ,whose basic strategy is innovation. In this process, we should study the new discipline of the brand innovation, then the content and pattern as well as the popularizing method. The brand of company plays an important role when audience chooses their favored TV content. It contributes to the audience stableness, increasing market competition and the social benefits. Brand integration should be the basic strategy of a company, which is constituted of integration of product brand, popularization method and the integration of brand culture. The national brand is a comprehensive aspect for a country industry in the international competition. There are great meanings on national brand construction for creating Chinese culture brand, forming a national culture impression and for national culture security. The basic strategy of national brand construction is to popularize the brand. We should insist on building the key body of national culture brand, bound ahead fast with that, as well as taking advantage of the national administration.