Brand Strategy Research On Mainland Life Service TV Programs

As the media that provides the service information for the audience, life service program is more approachable to the people. Recently such programs as LIFE develop rapidly and various programs debut in CCTV and other local TV stations. Meanwhile there are worries behind the prosperities for these programs, the audience rating remains medium or low, the programs provide little or useless information, lack of creativity and utility, which would greatly affect the development of programs. In the era of brand competition, only the ones that can build the outstanding brand can win the stable audience rating and remarkable profit. This thesis begins with the concept of brand and its application in TV programs, following with the status quo of the Mainland life service programs, then the brand strategies of such programs in the aspects of positioning, content, mode, making, marketing, and the brand maintaining and innovation as well. Finally some brand strategies and methods of life service programs are proposed, which have some reference for the planning, making and marketing of these programs.