Strategy Research On Brand Construction Of TV Main Channel

Now the humanity already entered new information society and medium time. How to mold the medium culture which has a distinctive style and construct the medium economy which has full of vigor and vitality without doubt is the society's new task. The intense competition requests medium operators in our country must manage the media like managing enterprise. And they must create program brand, channel brand and the entire medium brand such as creating enterprise brand.At present, China has more than 3,000 TV channels. These channels have formed a huge supermarket together with some foreign channels. And the audience watches TV extremely little time everyday. They are also no longer educatees but consumers and they choose programs even channels reprovingly. Under the background of too much media, saturated audience market, unbalanced supply and demand, the TV market entered the stage of share competition. Media are compelled into a brand time. The competition between channels becomes brand competition. Therefore, how to attract the audience through constructing channel brand becomes a big topic of all the TV workers.The research select a few successful channel brands as examples. It analyzes the new concepts in the domain of the medium brand, compares the present situation of these TV channel brands, and researches the influence of brand on the channel's development and how should the TV channel construct brand strategically. My purpose is to throw out a minnow to catch a whale for the following questions: facing challenge of international media, finding a survival and development way and the theory research of medium brand construction.