A Study On Cultivation And Marketing Strategy Of Television Brand Program

As the Market economy is blooming rapidly for the recent decades, the various trades and occupations are facing the competition and challenge of the development. Since the 90's, the national media scale has expanded suddenly, the competition between the media is more and more intense, the media no longer is merely the party and government's mouthpiece. Along with the advancement of media organizational reform, the television media faces "is weaned". Under this environment, the media not only maintain "the mouthpiece", the propaganda function, but also to pay great attention in self-management in order to obtain the economic efficiency. It's filled opportunity and challenge by now, the television media must rise the economic efficiency to gain development itself . therefore many industrial managements idea is introduced to the television media,the brand strategy was one of it.The brand foundation, the cultivation and the marketing, relate to the media dissemination social efficiency and itself economic efficiency , at the same time also relates to television media own image molding, Those are important to television media.This article unified theory of television dissemination, media management, marketing, has conducted the research to the television media brand strategy, through to the competition environment analysis, proposed the television media foundation brand program necessity, and has conducted the research to the brand program cultivation method, proposed the brand program marketing strategy and many Yuan profits pattern. Through the real diagnosis research, has explored the program brand success experience.This article is consists of five chapters which are listed as follows:First chapter is brief introduction of the paper selected background, the research significance and the research technique, the route outline. Second chapter introduced the characteristic of national media profession, the operation pattern of traditional television media and the transformation that the present media is facing,so as to illustrate the competition environment and survival threat of modern media. Third chapter putting focus on how to create a television brand program , has analyzed the program function and the characteristic of television brand, proposed the foundation television program brand process and the important method. Fourth chapter has made the introduction to the brand program marketing strategy, and to strong brand; Introduced the brand program benefit evaluates, including the social efficiency and economic efficiency, proposed the ways how to obtain the economic efficiency profits. Fifth chapter is the sample research, introduced the foundation background of one program of Shenzhen Television Station, First Scene, Has analyzed this program foundation strategy and the cultivation method, summarized the experience of the program succeeds, Helping us to found the rule of the brand program . Last is the concluding remark, to an entire document simple summary.