Analyse The Brand Generalization Of Television Channels Under The View Of IMC Theory

Now China TV media is in a tempestuously and queasy medium circumstance. With the development of TV technology, the number of TV channels has soared rapidly, it is the trend to make channels segmented and specialized. TV media has already gone into an age of brand competition, as we go shopping, audiences also compare with so many television channels, consume the brand which one they like. The brand stresses on television media market marketing, from the point of view, channel's marketing can not part from the brand generalization, television brand generalization is the key tache of TV media marketing.In the view of the Incorporated Marketing Communication Theory, The thesis's main idea is to scan the TV channels brand eneralization, take the idea "one voice" of Incorporated Marketing Communication Theory into the process of the TV channel's brand generalization, make it become a magic weapon in intense competition. From the consumers' view, build up consistent and unique visualization around the channel, build bidirectional,deep or lasting relationship with targeted consumers, profiting all resources and using all kinds of methods and strategy "one voice one isualization".The thesis clearly defined the concept of TV channel brand generalization, used the Incorporated Marketing Communication Theory into channel brand generalization, and creatively proposed the strategy of TV channel brand generalization.