The Promotion From As Specialized As Brand

Along with receives the audience minute audience tendency day by day obviously, how does the media to receive the audiences to provide personalized, the diverse service and the information product, becomes each kind of populace media in the steep competition the survival and the development most important question. Speaking of the television medium, the Chinese television already passed through program competition and the column competition time, after was in channel competition the time, massive specialized channel appearance, during impetus audience minute audience's, but also developed unceasingly because of the minute audience's demand.Along with the television media market daytime competition, the medium presents the minute audience's tendency, the television viewer presents the thin differentiation the tendency, the reception of TV sample change has the significant influence and so on to strengthen day by day. But the specialized channel and the populace watch television natural contradiction, also causes the economical channel continuously swings unceasingly at the strengthened specialized localization and between the expanded reception of TV scale. Must resolve this contradiction, must carry on the change from the service function trend, must strengthen the service drawing close to and the usability.In 2006, once succeeded in 3 years ago the edition correction Central Committee Television economical channel to implement the connotation to decline once more adjusts the edition correction .In 2003, the Central Committee Television second set of program changed ;the CCTV—2 channel; from original ;the CCTV economic life service channel;, comprehensive columns and so on removal original comprehensive news, children, sports, military, old age, woman and literary arts, by ;the populace, the synthesis, practical&; took the channel localization the core idea, Promotes "First Time", "Global Information Announcement", "Extremely 6+1", "Absolutely Challenge", "Warning Treasure" and so on the new column, take makes one brand-new by the economical information as the core content, has the specialized characteristic service channel. When separates three year after in 2006, the economical channel implements the channel connotation to decline once more adjusts the edition correction, In this edition correction, the economical channel in view of the existence column structure, the program content exudes the entertainment, exudes questions and so on socialization, the key strengthened channel economical characteristic, causes the economical channel return economy the true colors, comprehensive advancement specialized channel brand strategy.At present, the field to the television channel brand research, mainly stresses on to the channel brand market analysis. This paper utilizes the Marx dialectical materialism methodology the research technique, how does the key discussion economical channel maintain and displays own economical characteristic in the intense media competition, forms the best dissemination effect, how is enhancing the channel program quality under the premise to enhance the viewing ratio, the expanded influence unceasingly, thus the making specialization channel brand, and explores one for the television specialized channel brand development to be possible to supply the model the pathway.This article in 2006 the channel connotation declines take the CCTV—2 channel adjusts the edition correction as an example, from the CCTV-2 channel specialization and the brand society background, the status function and present situation three aspect background analysis obtaining, again from the localization and the goal the audiences, promotes separately the analysis the product to the brand strategy which and the channel brand carries on after the channel layer upon layer progressives, promotes CCTV-2 ;making has the economical characteristic brand dissemination platform; channel brand concept.The channel brand core is the content support, only then the form and the content strong trend union can set up a brand truly, no matter from channel localization, program content, director's choice and performance, in the channel exterior packing image propaganda, a brand channel must have own bright characteristic, this is a channel obtains continuous, trailblazing and the loyalty prerequisite, speaking of the economical channel, the economy; is the channel characteristic. Forms after the economical characteristic platform, how constructed the channel brand building in the economical platform is the CCTV- channel brand important link, this article has chosen the related concrete case, utilized massive materials and so on data, graph, to CCTV-2 in the edition correction version block structure, broadcast separately the season the implementation as well as the program shape and so on three aspects, take the concrete case as the foundations, further analyzed the innovation in the channel brand vital role, also provided the method and the form for the domestic other television channel brand which some might profit from, this part was this article key point.This article take CCTV-2 in the edition correction specific measures as a key point, tries hard through to in a channel edition correction three big innovation analysis, makes one to be possible to supply the model the successful template, the graph and the data quite are many in this part of utilization, causes this part of lines to be clearer, to be direct-viewing, easier to understand. At the same time, in each chapter opening part, has all cited the correlation public figure and the related report commentary original speech, adds the finishing touch using in this.