Expositing Of The Construction And Maintenance Of TV Brand

At the end of last century,TV media in our country carry out the managementsystem of double tracks parallel--"public institution,enterprise-like management",walking up to the industrialized road.In the face of objective circumstances ofincreasingly incandesce competition situation and the saturated competition space,television media want to win the biggest possible advantage and seek the more rapiddevelopment,so it is the urgent matter to carry out the management strategy of TVbrand.Brand strategy includes brand construction,brand maintenance and brandextension.The effective implement of brand strategy means that the televisionprogram enhances the higher degree of cognition and higher audience rate in theconsumers,especially loyalty degree of consumer.Under the tendency of theintegrated communication globally,those people who can first build the valid brandstrategy and create the brand advantage positively will take a place in TV market ofChina in the future.By the long term effort of cultivated TV brand,if ignored the maintenance,it willbe lost.TV brand construction may be a disposable work,but brand maintenance isabsolutely a repeated and long creative work.If brand construction is successful,itneeds the elaborate maintenance.It includes the adoption of the various methods:relocation,creation continuously,the development of the new product constantly etc.Brand is just like a rubber band,and the extension is also like pulling the rubberband.The extension is the wider,so the rubber band pulls the longer.If exceeding therange,rubber band will be broken,as a result,it will be failed.Brand extension shouldmaster the moderate principle,and it should keep a short distance with the originbrand,otherwise it will develop toward the other direction.The preface introduces the background,aim and methodology of this research.The first chapter is the foundation of the thesis,several concepts related thispaper such as:Brand,the history and function of brand are introduced.The second chapter and the third one are the main body of this thesis.It mainlydiscusses construction and maintenance of TV brand.The forth chapter illustrates thetheory with examples from the phoenix TV,the Hunan TV and the Anhui TV.It explains their contribution of TV brand construction and TV brand maintenance fromdifferent aspect.