The Research On Brand Alliance About Talk Show Alliance Between A Date With Luyu And Hunan TV As A Case

Taking Chinese talk show as a case, this thesis systematically analyzes the development, characteristic and current situation about Chinese talk show, and reveals the background, principle and meaning based on the characteristic of post-channel. Additionally, it analyzes the sustainable development of brand alliance about talk show.Talk show, take A Date with Luyu for example, now is becoming a new hotspot among audience. Using previous research results for reference, in addition to make a definition for talk show, a review has also been carried out on its development process. Combined with the background of society cultural and the changes of medium environment, this thesis explores the driving force behind the talk show evolution as well as the value and significance of the flourish of such kind of column.Combining with characteristic of post-channel, the thesis explains the conception of brand alliance which originates in marketing, and points out its value to TV program marketing in the present age. Besides, it analyzes the principle and effects in practice.Based on the thoroughly analysis on the brand alliance between A Date with Luyu and Hunan TV, the thesis explains how to carry out the brand alliance, to concluded, the brand alliance about talk show should be carried out not only among TV media but also between TV and other media.