The Research On The Specialization And Branding Development On Economic Channels Of City TV Station

As the accelerating process of the TV channels worldwide on specialization and branding, as well as the rapid development of the world's economy, especially after China has entered WTO, citizens begin to recognize the importance of personal financial management, and the viewers begin to pay more attention to the economical information both in the domestic market and the international market, and strongly expect to receive it with the help of economic channels. Under these circumstances, it is of great practical significance to research on city economic channels in specialization and branding development..The essay analyzes the relevant concepts of city economic channels, the condition of domestic and foreign economic channels in specialization and branding development and the deficiencies of China's city economic channels. The essay is based on the Dissemination Theory of communication and Focus Theory of marketing, and makes use of the theory of communication, this essay discusses three relationships between disseminator and receiver, form and content, function and result. It systematically analyzes the development of city economic channels in specialization and branding development.With the help of the analysis above, this essay makes an suggestion in how to develop the city economic channels: firstly, ascertain the audience and channel's screen image by orientating its brand and designing image; secondly, spread its brand with the help of innovating the content of the programs; thirdly, cultivate the outstanding hosts to make the channel image more protruding; fourthly, change the single-crop farming in operating; finally, cooperate with the other medias and enlarge the chain of their channels to extend the value of their brand.As the only professional economic channel served for investigators, CBN obtains many achievements in specialization and branding development. This essay makes CBN as an instance to analyze its developing environment, developing process, characteristics of communication, operating mode and so on. City economic channels should follow its successful experience, and explore a development path suited to its own.