| Hunan Satelite TV, with its widely known entertainment programs "Happy Camp" and "Super Girls", has become the icon in the Chinese television entertainment market in recent years, creating tremendous social and economic benefits. Among the fiece competition of all the natiaonal provincial TVs, Hunan Satelite TV does not take any superiority in its location background, financing and market. What has resulted in its breakthrough out of all the provincial TVs to take the lead in the tide of Chinese television entertainment programs? This paper holds the view that the success of Hunan Satelite TV is a result of its unique positioning, particularly the proposal and implementation of its "Happy China" positioning.Based on the theory of positioning, this paper aims to analyze the actual backgraound, the detailed connotation, and the strategies of "Happy China" positioning of Hunan Satelite TV, with an assessment of its social and economic benefits. Therefore it provides a theoretical basis and some practical significance for the research of provincial TV positioning. The connotation of "Happy China" positioning of Hunan Satelite TV contains three aspects, i.e.,the lock-in of entertainment in content, the lock-in of youth in audience and the lock-in of the whole country in market. The implementation of "Happy China" positioning centers on content, marketing, brand and creation.The creative perspectives of this paper include: 1) referring to the theory of positioning and relevent researches on "Happy China" positioning of Hunan Satelite TV, this paper provides some unique insights into the background and connotation of this positioning strategy, as well as its detailed measures of implementation; 2) based on a questionnaire investigation to its audience, this paper also provides an objective assessment on the social and economic benefits of the "Happy China" positioning of Hunan Satelite TV. |
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