Based On Local Culture Create The Red Legendary

Jiangxi Satellite TV is the only satellite TV channel in Jiangxi Province, Since the revision in 2004, there has been a rapid increase in the dissemination of the brand, As a result, Jiangxi TV has been concerned as a phenomenon. However, most researcher just focus on case study about some columns, but the systematic research on brand strategy about Jiangxi satellite TV is too thin and weak. So the systematic research will not only help to promote the brand-building of Jiangxi TV but also offer reference to some provincial TV, in those province the economy is not developed but they have rich cultural resources. So the research on brand strategy of Jiangxi satellite have universal significance for the brand-building of Chinese TV.So as to the basis of brands, communications, television arts, economics, industry and other related theory ;the use of data analysis, interpretation and so on, and combined with the case study of brand column of Jiangxi satellite TV, the paper get a conclusion that the moderator, the audience and the brand column are the main element to build the brand for Jiangxi satellite TV. The integration of red culture and mainstream discourse, the interaction of Local culture and public discourse, and the public culture catering to psychological adventure of the audience are the brand narrative strategy of Jiangxi Satellite TV; and its main marketing strategy are basing on the local culture, being combined with its own characteristics, being expanded from regional brand channel to nationwide brand channel, using effective means to build the television brand narrative, making full use of resources of red song to carry out marketing activities , the joint attack of Outsourcing and self-drama. Despite the Jiangxi Satellite TV has got some early fruit on brand-building, but there are still some difficulties .For example, the weakness of the brand, lack of awareness of package, lack of host resources, recreation resources need to be developed and so on. Through the research from TV brand to TV culture brand, this paper aware that it is necessary to improve the brand-building of Jiangxi satellite TV by building the television culture brand in theory, re-positioning the audience of "home" concept, positive using of narrative television brand, localization and the building of corporate culture and so on.