Research On The Cultural Brand Of Phoenix Satellite Television

Phoenix Satellite Television was established in Hong Kong in March of1996.During the17years of growth, it has grown into the most-watched elite media in China,sticking to its unique culture.Brand is an invisible asset, Phoenix Satellite Television has created a distinctivebrand positioning with cultural programs, such as "opening up the new horizon, creatingthe new culture""shortening the distance of Chinese people worldwide". Theseprinciples have become the cultural connotation of the brand, even its core competence.What Phoenix Satellite Television trying to design is the cultural environment of"Greater China", Chinese five-thousand years civilization history has provided PhoenixSatellite Television with the richest cultural treasure. Mental Products flow up withcultural exchanges and collisions. As for culture, the more is accepted by people fromdifferent ethnic groups, the more is global meaning. The integration of culture withdistinct ethical and regional features, world culture will produce a new type of culture.Hong Kong is a well-known financial pivot and commercial center, eastern and westernthoughts converge here. Global perspective and business idea laid the foundation forPhoenix Satellite Television. With accelerating the pace of development, PhoenixSatellite Television broke through the limit of districts, marching toward MainlandChina, Taiwan and overseas. Geographical advantages lent wings to Phoenix SatelliteTelevision, helping it to find the new thoughts in globalization and cultural integration.Brand is in the relationship of intergrowth and co-prosperity with culture. TVmedia influences the public’s ideology by using the hidden culture of the brand.However, both ideology and materiality exist in TV Culture, it is difficult to balance.Blindly pursuing the materiality will result in "pan-entertainment". It is also the mainreason for the TV Culture pilloried in recent years. Well, the objective of "building ofthe station culturewise" of Phoenix Satellite Television cut a new path in the field of TV.Its unified CIS, the elitism cultural orientation, the soaring Spirit of Humanism areclosely related to brand culture. The leading culture programs like "Behind theHeadlines with Wen Tao""Secret Documentary" and "Eyeshot of Phoenix" show thethinking, the humor, the uniqueness of Phoenix Satellite Television, creating a moredistinct and vivid image. Culture is the soul of the Phoenix Satellite Television.This thesis mainly consists of eight parts. The first part is an introduction that introduces the research background, objective, significance and research methods of thisthesis as well as the the innovations; The second part reviews the definition andconnotation of TV Culture, and overviews phenomenons of marketisation,pan-entertainment and tool-rationalization within the Chinese television sector causedby cultural variance. In the third part, firstly it deals with the definition of Brand and TVBrand, and then combs the developing course of Phoenix Satellite Television, lastly itpoints out that the brand core value is multiculturalism. Meanwhile, the fourth partintroduces Brand Positioning theory, analyzing Phoenix Satellite Television programs"Current Events Analysis""Eight Minutes Reading" in detail. The fiftieth partsummarizes the cultural elements of nomenclature and CIS of Phoenix SatelliteTelevision from the perspective of brand design. In the next part, the thesis is focusedon the spirit of TV culture, taking programs like "Eyeshot of Phoenix""Well-being oflife""Behind the Headlines with Wen Tao" as examples. The seven part analyzes thedeficiencies of Phoenix Satellite Television cultural brand, and put forward sometargeted suggestions. The last part gives a brief summary of the whole thesis.Based on the related documents for reference, the thesis analyzes the PhoenixSatellite Television successful experience in building up high-quality cultural brand andthe ways to be succeed in forging TV brand.