The Advancing Phoenix

Brand building has become a strategic tool for companies to win competitive advantages today. Also the only way of pursuit of high return for Chinese TV medium is to pay close attention to brand building, and constantly to establish credibility and authority. Phoenix Satellite Television has created a distinctly developing style for more than ten years of difficult explorations. It has earned double success in the areas of promotion of social development, cultural transmission, and TV industries, becoming the learning and imitating focus of other media and of studying area of TV media.In this paper, Phoenix Satellite Television is judged as a whole in the newest background to concern its marketing philosophy of TV products, communication strategies of program contents, celebrity strategies, channel package, mingles of different cultures, brand building of TV cultures, and some creating systems of programs and industries through medium success of PST, and to analyze the reasons and effects in the course of brand building, to extract referential medium experience and to conclude its secrets of success of top brand building, thus, the general brand building and running of the modern developing Chinese TV media will be inspired.