Study On Brand Building Of City TV Media In China

As the TV-watching industry become more commercial in China, the competition between the TV media become more and more intense, and the brand building became popular in the TV media. The city television medias have not enough channel resource and operating funds, and it is very hard for them to build brand. This article takes the city television media as the object of study, and does some research on branding of city television media among the peculiar circumstance of them.This article then does the literature review of media brand and TV media building, and summarizes the predecessor literatures, getting some essential factors of the brand building and standard for the TV media brand. Then it analyses the competition environment of the city television media, presents the pressures from other kind of TV media. It also presents the behavior of the advertisers.To get a clear imagination of the city-TV-media in the competing market, the author makes an investigation on the Admen and the audiences for their attitudes and satisfaction to every kind of TV-media in China. This research shows the city-TV-media has less coverage, lower watching-rate and lower price, but it easy to focus on a specific segmentation market. The audiences enjoy the news and the TV dramas and dislike the frequently long ads.With the advantages and disadvantages, the author takes the Xuzhou TV station as a case and analyses its brand building. With the research, some conclusions were summed up: In the first place, the local culture resource should be deeply used, not only for the news, but also for the TV dramas and ads. Then, the city-TV-media should integrate the resource and supply perfect contents to the market. It is a good way for the small city-TV-medias allied to get more opportunities for them. The ads in the programs should be edited carefully, no too long time and no too frequently. The medias should communicate its values and attractiveness to the Admen and the audiences to create good relationship with them. The city-TV-medias should also build professional service team improve the service standard, and also should operate in the market rules to make them more reliable. In addition, the city-TV-medias should deeply use the strength on the channel building and specific segmentation market focusing.