Research On The Brand Asset Of China Business Observe

With TV media resources'increasing and media competitions'becoming fierce, many problems emerge in TV programs'making, such as homogeneous phenomena. The competition's focus is changing from content to brand and influence. China Business Observe is almost ten years old since its birth on July 1, 1996, in CCTV channel. China Business Observe has witnessed the history and development of financial TV programs and has become the typical representative of current in-depth coverage of financial TV columns.However, facing fierce competitions in an era of"brand communication"and"influence marketing", how does China Business Observe win stable ratings, accumulate deep brand assets and possess far-reaching influence? In this dissertation, the author exposes the current development situation of TV financial in-depth coverage columns. Based on the introduction of the challenges and opportunities China Business Observe are confronting, adopting different research methods such as case study, comparison study and reference summarization, the author tries to make a full-scale analysis on the brand asset and influence of China Business Observe from the standpoint of Communication and Advertisement in order to improve brand management of financial TV programs.Besides the introduction, this dissertation includes four chapters. The introduction, as the basis of this thesis, is a review of source research and an introduction of research background and methods.Chapter one reviews the development of financial TV programs with a classification of financial reports programs, and it, based on the case study of China Business Observe, illustrate the structure of financial TV programs.Chapter two, from the aspects of the audience positioning, content positioning and market positioning, tries to study the brand positioning of China Business Observe as a premise for the columns brand analysis.Chapter three is a microcosmic study of brand asset of China Business Observe that is to make a full-scale analysis of brand elements of China Business Observe with the application of the picture of column brand elements. And in this picture the author considers audience and column-making group as the essential element of brand.Chapter four is a macrocosmic generalization of the brand asset of China Business Observe with analyses of and solutions to the column's existing problems.