Study On Channel Positioning And Brand Culture Of Shanghai Dragon TV

Due to the globalization of world economy and the rapid development of digital technologies, China is now located in an era of fierce competition among multimedia enterprises. With its unique superiorities in the dissemination of information,TV medias occupy a rather favorable competitive position. As in other kinds of business, the intense competition in television media profession actually drive TV medias into taking the road of"branding"and"brand-building"as a competitive strategy and model in the sense of survival. After six years of growth and development, the young Dragon TV has from a provincial TV channel in an awkward situation transformed itself into the most pioneering television brand in China. The unique"Shanghai culture"feature highlights the program's individual style. The combination of the local culture of an urban atmosphere and the audience culture of citizen's characteristic built up the international perspective of its programs.Dragon TV not only upholds the positioning as a channel of popular features, but also contrives to manufacture high-end grade programs as well. It's doing the best to become an exploring pioneer in the building of the media image, and is now gaining fame worldwide as an influential Chinese-language TV media. The features and the innovation of Dragon TV are well worth learning, yet at the same time impaired by some predicaments in its development.Four major parts were set in this paper. Firstly an overview of the study introduced the Dragon TV's living environment, channel positioning and current power of media influence, pointing out the significance and relevant issues of this study. The second part was to analyze the Dragon TV brand's core values, and, taking its programs produced as examples, analyze the unique channel culture and the brand's personality image. The third part took two representative brand programs of Dragon TV, "Oriental Night News" and "Come on! My Hero",to carry on case studies and analyze its characteristics. Finally by exploring the inspiration of channel shaping with the brand culture, some suggestions and advisory opinions were proposed.