A Research On The TV Channel's Brand Management

The competition environment of TV media becomes more and more fierce, which contains so many newspaper offices, magazine offices and broadcasting stations. Just the aspect of TV program is concerned, overseas TV channels and digital media's coming not only divide up the sharing of market, but also greatly affected the management system of china media. Meanwhile China TV channel also faces awkward circumstances, which is the channel positioning faintness, program quality convergence and the unitary of profit model. In this case, how to establish unique character of channel and its core competitiveness, our channel starts to learn experiences from the enterprises brand management and regard brand management as channel's core strategy. How to management TV channel brand, is becoming more and more essential for TV media management and research people. The thesis proposes a simple and practical channel brand administration model based on the theory of marketing, strategy administration and mass broadcasting. It analyzed the success of FJTV News channel and provide suggestion to its inadequacy, to earn a deeper comprehension on the way of brand administration. The research helps to learn the actual experience for reference of running the media brand. The results of this study indicate that Most of China TV Channels have realized the importance of brand management. However, they cannot grasp the resources and framework of brand management, then cannot manage TV channel brand systematically. It's the key to TV channel management that we should fix eyes upon the whole channel not just some programs. Meanwhile, we should circulate operation as the practical channel brand management model shows to ensure TV channel's lasting running. The source of the problems in TV channel brand management not only comes from the inner of the channel, also from the external environment, so the management of TV channel brand should coordinate the core management idea, supplementary resources and concrete operation.