Study On The Brand Strategy Of TV Stations At The Levels Of Region And City In The Background Of Industrialization Reform

As a significant representative of local mass media in China, TV stations at the levels of region and city encounter both opportunities and challenges under the trend of the increasing industrialization reform in depth. On the one hand, they are embracing unprecedented development opportunity; on the other hand, the intensive market competition has brought in straight pressure and challenge. Therefore, the route of the brand strategy has become an efficient competitive method in the survival competition of TV stations at the levels of region and city.With TV stations at the levels of region and city as the research subject and through the direction of brand strategy, this article will demonstrate the significance and necessity of the brand strategy for the survival and development of TV stations at the levels of region and city through three dimensions, that is, content management, resources integration management and multi-market management. TV stations at the levels of region and city should maximize the shared resources between television media and non-television media, absorb various social resources and spread the awareness of "production by all people" to consolidate and deepen the brand strategy. Meanwhile, the diversity of business operation modes widen the market space for the TV stations at the levels of region as well as the flexible treatment "act according to circumstances" and "sustainability" in terms of project selection stimulate the sound momentum of brand strategy.