The Analysis To Our Country Current Television Media Brand Dissemination Strategy

The television media and its product do not have the essence with other products todistinguish, also has division of brand and the non-brand. The brand is representing thetelevision person in fact with the audiences when the exchange transmits one whole set corevalues. In the economic brand effect not only exists in the television world, moreover also hasthe decisive significance in the television media market competition.The brand is the television media whole vivid high degree of concentration reflection,the brand took the discrimination symbol, has the recognition function;As the communicationcode, has the information to concentrate the function;As the pledge and the guarantee, has thesecurity function;As the intangible asset, has the value function. The television media brandis a full excellent concept, it requests the program in the quality, the form, the essential factor,the fine reputation, aspect and so on market share and return to scale has the outstandingperformance;It from the use value which put into production rises to one kind of culturalpersonal status had the value. The brand has individuality, the brand dissemination then is inthe television dissemination has the bright individuality characteristic the personificationdissemination.The television media brand dissemination strategy is refers to the television media for toenhance own competitive power but to carry on, is revolving the television media and its theimage which the medium product brand but launches molds the activity. It is the televisionmedia for survive but revolves the brand with the development to carry on overall importanceplans the plan, is the television media whole developmental strategy important content.The implementation brand dissemination strategy may through the brand achieve holdsthe power to some market, and the realization certain market share, on the circuit bar stickforce which provides through the brand, forms the competitive advantage defense line,obtains the higher marginal revenue;Speaking of receives the audiences, for the audiencesfull reception of TV reason, is reduced the reception of TV psychology not determinism, helpsto reduce the audiences the selecting time and the choice scope, but also may take receives theaudiences to construct the status the symbolic resources.Carries on the analysis to our country current television media brand disseminationstrategy, first, television media brand localization establishment;The environment, whichfrom television media own condition, the television media locate is cut into audiences'demand, divides the content orientation localization, the competition category localization,the channel program locates;Next, television media brand packing recommendation;Thetelevision media packing and the recommendation are one kind has is clear about the goal,unifies oneself strengthens own movement, is most direct competition method which thetelevision media brand dissemination uses. Once more, the television media brand incrementextends;Take the brand as the core resources disposition, is the Chinese television mediawhole increment potential foundation, but the brand extends realizes an important way whichthe brand rises in value.This article take the dissemination study as the rationale, the model marketing study,journalism, the sociology, discipline knowledge and so on cultural economic, unifies thetelevision media industry concrete case, delivers a thought for our country current televisionmedia brand dissemination to send word.