A Brief Talk On The Brand Construction Of Television Medium In China

The Chinese television's development has come to a crucial time. The contemporary society has already alienated from media of deficient stage and marched into a time with over-expansion and abrupt change. After many years' growth, the domestic television industry changed from buyer-market into the seller-market. The competition was intensified between the television media and other medium formation. The competition on scrambling more audiences, advertising business and markets between TV medium has been more and more fiercely. In such situation, domestic television channels rack their brains to participate in the competition and seek further development.In recent years, the Chinese television medium has experienced an era which caused significant transformation, from column-centered in the past to channel-centered and carried out channel system management. The channel is regarded as the constitutional unit of television media, which is gradually emerged into the audiences' vision. The brand of television channel plays an important part in remolding a good reputation and earning public's trust, which will certainly impel a new strength that push media transformation in China and becomes the focus in the media competition in our country in the 21st century. Facing the new medium competition environment, the voice of modeling domestic television channel brand gets higher and higher. But many TV medium have no regulation to follow. They only can find out a way in practice. The author attempts to research on how to convert the television channel brand construction into the multi-dimensional stratification planes with new and strategic position at the basis of the brand and the marketing management study theory. Utilizing the dissemination study correlation theory, the author analyzes the realistic problems of television channel brand in China and provides some suggestions on the television brand construction at present.This article is divided into six parts. In the first part, the author analyzes the domestic television channel survival condition and the research on the present situation in this area, and elaborates the realistic significance of selecting this topic. In the second part, taking Chinese television dissemination idea vicissitude as a line, the author explains the channel brand strategy and points out its significance of the elaboration on channel brand. In the third part, the core concept is involved in the full elaboration and analyzes the characteristics of the channel brand to distinguish it from other brand concepts. The author also analyzes several related groups of conceptions. In the fourth part, the author provides some advises on how to model television channel brand at the basis of reality and takes the path of CCTV economical channel brand as example to analyze specifically. In the fifth part, the author inspects the practice of current domestic brand practice, finds some problems. In the sixth part, the author comes to a conclusion.