The Thought Of Brand Column Of The Local Television Station

The brand is a production of market economy. In the modern competition that medium is called "effective-force-economy" , the brand becomes a kind of tactic substance and is vital resource of medium core competition, it is also one of key element to make of medium effective force. Therefore, to any medium, it becomes a key to keep ahead in strategy to build up brand consciousness and make strong trend brand .The brand have become the strongest voice among all kinds of medium propagandize. The Chinese television is entering a market economy time, the brand becomes the weapon to compete among kinds of media in market economy time. Form brand consciousness to the media brand, It will become the strength which will impel new transformation on media of our country, and will also be our country media competition focal point in the 21st century. In the 21st century our media competition is the brand competition and fight, who had the strong trend brand, who occupied the high spot of the competition. Under the new medium environment, the local television station faces more violent competition and striking in the market, so the local television station must take brand column as first in the television station work as to seek the survival and development. With the developing of television industry, we can see that overmatch is stronger ,the weaker get over weaker. The trade resource of broadcast and television is getting desert severely, the survival outlet for the local television station doesn't have a good future. No other than the way to make brand ,the program, the channel and the television station will gain a space for surviving, developing and getting stronger and stronger. To research and discuss the strategy local television station making a brand column, it not only has important mean to local television station to survive under current medium environment, but also deepen and reinforce to our country bring into effect television program brand strategy. In this article, at first we will elaborate the reasons of local television station to take brand column measures, and then there are concrete elaborations about four grand strategies to implement brand column: The localization strategy, the differentiation strategy, the integrated marketing communication strategy as well as the brand extension strategy. Finally unified the problems which possibly appeared in the local television station brand column, I will make the forecast and reconsidering in the end of the article.