| Along with the intense competition of the media, brand becomes more and more important for the development of television media. Just like other commodities, the homogenization trend of television program should not be neglected. How to overcome homogenization trend and how to highlight the characteristic of television program? How to construct television media brand successfully? How to find a sustainable development way of television industry? All of these questions have already become the focal points of the television industry.The birth and quick growth of Phoenix Satellite TV has already become a legend in the history of modern television media development. In mainland China, Hunan Satellite TV is a provincial satellite TV station which has the most competitive column, the most famous column and the most influential anchormans in all of the provincial satellite TV stations in China. Its influence is only inferior to CCTV. The quick growth of Phoenix Satellite TV and Hunan Satellite TV has brought us much beneficial enlightenment about television media brand construction. This paper emphatically analyzed the brand construction strategies of Phoenix Satellite TV and Hunan Satellite TV from brand positioning, brand column construction, the cultivation of brand anchorman, brand marketing, brand maintenance, brand extension , brand innovation ,and so on.The paper consists of five parts. The first part mainly discusses the implication, the characteristic and the necessity of television media brand construction as well as the development history and present situation of television media brand construction in our country; The second part mainly compares on the brand positioning strategy of Phoenix Satellite TV and Hunan Satellite TV; The third part mainly summarizes the cultivation goal, the cultivation significance and the cultivation mechanism of brand anchorman as well as the brand column construction strategy; The fourth part comprehensively discusses the self-recommendation measures, the self-marketing measures as well as the CIS strategy that Phoenix Satellite TV and Hunan Satellite TV have carried on; The fifth part focus on the brand maintenance strategy, the brand extension strategy and the brand innovation strategy of Phoenix Satellite TV and Hunan Satellite TV.The paper finally draws out those conclusions: (1)The most important strategy of television brand construction is the talented person strategy; (2) Television media brand construction is an overall and systematic project; (3) The particularity of television media product requires that we should take the cultural element and the humanities spirit as the essence in the course of television media brand construction from start to finish; (4) Fine and accurate positioning is the premise and foundation of television brand construction. And stable quality is the safeguard of television brand construction; (5)In a sense,television media brand construction is column brand construction; (6)We must pay enough attention to the brand packing work, the brand maintenance and the brand extension work of television media; (7) We must innovate unceasingly in the course of television brand construction. |
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