A Study On Brand Construction Of The Provincial Satellite TV Channel

There are many independent warlords rising together simultaneously in the television domain, and they compete in the market each other intensely. Television profession competition, especially the competition of national satellite channels, also marched into the primary time about the competition of brand primarily. In this time, brand becomes the important connotation constitution of television media competitive ability, and becomes the important method used by the television media to win the competition .Under the time background of entering the superheating competition in the current national satellite channel, the survival and the development of the provincial satellite Tv and is in the Central Committee Television and other provincial satellite Tv, the city television station, the survival is difficult day by day ,the brand construction becomes the road for the provincial star Tv to breakthrough. This article has macroscopically analyzed the survival environment, the brand management in present situation and the tendency of the provincial satellite Tv, discussed the experiences and the erroneous zone which has existed in the brand construction of the provincial satellite Tv,at last drew a conclusion that brand construction was the way to obtain the success and can solve the question. On the one hand ,it may cause the provincial satellite Tv to understand clearly own locate in the market condition, the question which has own existed in the present brand construction, making the reasonable adjustment in the brand management strategy and practice, obtaining oneself bigger development space in the nation and the place in two levels of markets; on the other hand ,it may enable the television to have the audiences to understand television brand construction situation, facilitating the television program looker-in choice. This article was divided into four parts to carry on the discussion to the correlation question. In the first part, the author discussed the rationale of television media brand construction and its practice. The television brand connotation was established above the foundation of the general brand connotation. Since the television brand is one kind of brand, it has common characteristic on the necessity of the brand. In addition, It also has own particularity. It must emphasize the economic efficiency, need to emphasize the social efficiency too, only has achieved the unification of the social efficiency and the economic efficiency, can the value of the media brand manifest well, can display the market influence the media brand well. In essence, the appearance of television brand should be the result of full development of the television market, it means attraction, affinity and confidence level for the audience; it means the advantageous of competitive ability for the satellite Tv channel. In Second part, the author discussed the reality and development trend of brand construction regarding the provincial satellite Tv .This part is one of key parts in the paper. The author macroscopically through analyzing the basic conditions of the value for the provincial satellite Tv to obtain the acknowledgment, and survival environment, content localization, development pattern, competitive power of brand carried on the analysis, and the content localization of the provincial satellite Tv to move towards diversification, the multiplications of development pattern, the acceleration of brand differentiation, and drew a conclusion that brand time of the provincial satellite Tv soon arrived, promulgated the necessity of brand construction of the provincial satellite Tv, the importance and the trend of development. In the third part, the author discussed the construction of the brand value chain on Tv, making brand of provincial satellite Tv. This part is the most main elaborated part in present paper. Under the background of time that entering the superheating competition in the current national satellite channel, the survival and the development of provincial satellite Tv are on depress goes against among the Central Committee Television and other provincial satellite Tv , the city television station . The author believed that, facing the serious homogenization competition, the provincial satellite Tv must seek own superiority of its resource as soon as possible, carrying on the science localization overall, the formulation, the long-term development plan, making the characteristic, forming the core competitive power, unceasingly promoting the high-quality goods column which was loved the audiences, by the characteristic making strong trend, further expanding own market share, maintaining the fast development stably. This part of authors through the analysis about brand localization of the provincial satellite Tv, the brand construction in present situation carrying on, constructing a complete brand value chain - - brand mold of channel, brand promotion ,such as brand marketing, brand management , brand maintenance and the innovation, the brand development and the use, the brand extends and so on, proposes several ways in brand mold aspect - - organization large-scale activity to promote competitive power of brand, to expand media influence through the significant event report, to promote the numerous loyalties and so on through portraying the star director, proposes own viewpoint to brand management of the provincial satellite Tv. In the fourth part, the author discussed the questions which brand construction of the provincial satellite Tv founded needs to pay attention. This part separately regarded the questions that brand construction of the provincial satellite Tv to have to process the good region culture and the fashion culture relations correctly, the enhancement of core competitive power; the harmonious development to process the good city and the rural market relations firmly; Must entrust with the brand column of television contained rich culture quality and the humanities spirits; Preventing the source localization; the enhancement of resources reserve and contention on superiority resources in the brand construction of the provincial satellite Tv were important aspects which be neglected easily ,and proposed own suggestions.