TV Brand Construction In The Study Of Audience

On the domestic media market, TV organizations are facing with various competitions. Considering the present situation, the most urgent problem for us is to deal with the competitors within the TV trade in existence as well as the subscribers of the TV organizations.TV station, Channel and Programs, which can win in the competition certainly keep a stable audience rating and satisfaction are called "TV brand ". "Brand" is a concept of economics. My thesis benefits from the brand meaning and function in the field of market buying and selling and introduces the notion into TV research. First, I analyses our country has had the basic conditions to establish the brands. Moreover, I expound the characteristics and values of the TV brand. Theoretically, I give evidence to the importance and necessity of TV brand in the era of multi-media and under the social background of affluent information.Modern brand meaning emphasizes the relationship between products and consumers and attaches much importance to the major function of consumers in terms of the brand strategies. Since audiences are consumers of TV market, to a certain extent, they will determine the realization of dual interests of TV organization. Particularly, under the business mode of advertisement profits controlling over TV programs, the one that can bring direct benefits to the TV stations is not the program itself but the attention the program appealed to audiences. The trade circles usually know and grasp the audiences through the study of audiences. The content about the study of audiences is constantlydeveloped and extended along with the new need of TV practice. My thesis devoted to discussing developing sequence in the study of Chinese audiences, the major part of current audience study and the future tendency of Chinese audiences. It roughly reveals the survey of TV audiences' research work.In regard to the significance of audiences to television and TV program, I choose my subject from the viewpoint of the audiences. The aim of studying the TV brand is to keep an eye on the need of audiences. My thesis uses the authoritative up-to-date audiences' data, discussing the strategies of TV brand , just about the position ,the dissemination , the packaging, and the arranging strategies.Introduction summarizes the purposes and ways of my research, and introduces the data collected for the research of my thesis.The First Chapter is a foreshadowing of the whole thesis. It introduces Several notions concerning with the research of my topic: brand, TV brand, and audience study.The Second Chapter discusses the TV brand from its own principle. It consists of the system of the brand, the basic factors of establishing brand, the characteristics, value, cycle and protection of brand programs,The Third Chapter makes a detailed analysis on the specific strategies of establishing TV brand: the position strategies, the strategies of the branddissemination, the packaging strategies and the arranging strategies; the study of each strategy is directly concerned with the audiences.The reason why my thesis ended with an opening statement lies in the fact that new content of research will be constantly supplemented to the audience study and the brand strategies as the maturity of the TV market and the regress of TV noumenon consciousness.