The Strategic Research Of The Establishment And Management Of Chinese TV Brand Programs

Since the reform and opening-up, the traditional planned economic system has been replaced by the market economic system. The enhancement of market conception makes every trade experience the unprecedented competitive pressure. The TV industry is without exception. China has successfully acceded to the WTO. To the mass media industry, besides domestic competition, the international competition is becoming increasingly fierce. If the TV media want to stand firm while facing competition from all respects, they should develop programs with characteristics to set up their images.How to establish and manage a brand program is a hot issue now. What is a brand program? Does it have its own characteristic and law? What is the trend of China's brand TV program in its future development? What strategy should be taken for managing TV brand programs in our domestic communicating environment? All these problems are not to be ignored for developing TV brand programs. It is necessary to make a systematic research to the establishment and management of Chinese TV brand programs.Taking TV brand programs as the starting point, the thesis probes the problems of the establishment and management of Chinese TV brand programs in terms of theory and practice by analyzing the internal characteristics of the law these programs.