Domestic Television Channel Brand Research In Media Influence Times

Along with information society's arrival, the competition of domestic television field already entered a time that television channel is the management administrative unit's.Television channel's competition intensifies day by day. Channel quantity inflation has brought more choice for the mass audience and also increased the difficulty in the reception of TV choose of these people. Faced with complex competition,with similar scale, program and the development way,it is very essential to enhance core competitive ability of each channel for its survival and development.The market economy has already entered product homogeneity times, channel brand, without doubt, becomes core competitive ability under the complex competition and also becomes one of constitution channel influence important attributes.In order to promote channel influence, maintain its superiority in competition,branding is inevitably choice for its survival and the development. This article takes China Central Television Economy channel, Chongqing satellite TV, Dongfang satellite TV, Hunan satellite TV, phoenix satellite TV as main research objects, literature analytic method and comparison analytic method as main research methods.Through analysis of domestic and foreign literature materials, and through the comparison of main research objects in channel position, channel visual identity, channel marketing,channel brand innovation, this article try to summarize the rule of TV channel brand, solve its problems , provides model and reference for the high market channel brand operation.This article utilized journalism, communication study, the school of advertising, marketing, public relations knowledge, studied channel influence occurrence mechanism, the integrant part, channel brand's foundation function to the channel influence, the present development situation of domestic television channel and position, constructs, promotion and maintenance of channel brand.The conclusion is: channel brand is the inevitable request and development direction in media influence times. Television channel brand needs four steps: investigation study, plan, the implementation and maintaining.In the process of channel brand ,CIS is very important.CIS need establish mental indentity system, behavior indentity system, visual indentity system, audio indentity system, environment indentity system.Its a series of essential factors. Earlier period market investigation and study is the development background of channel brand;channel position is the key to lead the direction of channel brand;CIS inducting is a standard for channel brand; channel brand maintaining is the effective method for its continuity and consistent.