Brand Building Of TV Drama Program Liyuanchun And Its Revelation

Opera is a great treasure of nation's culture and has great significance to its development. As a modern communication means, TV should be utilized to preserve and promote the traditional Chinese opera, and this would have realistic significance to the preservation of this intangible cultural heritage. From the viewpoint of TV stations, this can reflect the cultural level and managerial philosophy of program planners as well as the status of the whole TV station.The present research intends to take Liyuanchun, a brand drama program of Henan TV Station, as the main subject and analyze its process of brand assets establishment, hoping that this would provide some enlightenment to similar programs in other TV stations.Chapter One, or the introduction part, briefs on the current situation of TV drama programs in China and draws the conclusion that the situation does allow us to be optimistic. Then, by taking Liyuanchun as the main subject, we conduct a detailed analysis on Liyuanchun, hoping that this would provide some insights for similar TV programs in China and provide a theory model for revitalizing traditional Chinese opera with modern communication means.Chapter Two introduces theories on TV branding, which shall be used later in this research as the theoretical basis for a detailed analysis. This actually is the innovation of this research.Chapter Three is the concrete analysis on the development of Liyuanchun with TV branding theories. After a detailed analysis, this chapter proposes the following opinions: high-quality program is the basis for the establishment of brand image; constant innovation is the life source of Liyuanchun's brand equity; brand extension is an important means for reinforcement of its brand equity.Chapter Four is a thought on the success and branding process of Liyuanchun, a detailed analysis on the cultural and communications significance of"Liyuanchun phenomenon". It also points out the problems in Liyuanchun's brand building process and proposes that it needs to enhance its brand innovation and maintenance awareness to remain its competitive advantage. The paper also proposes suggestions for the development of TV drama programs in China, saying that the combination of TV and drama is a plausible way to revitalize traditional Chinese opera, but in order to accomplish this challenging task, drama programs on TV must have branding awareness, making great efforts to build and protect their brand assets.