TV Media Brand Management Studies

With the development of economy and society, human being have come into a Image Economy Age. Brand has become operators'valuable assets and key factors. Nowadays, China's media industry is in social development and change processes, TV stations, television channels and TV Columns or programs have come into the general trend of brand competition after TV media have gone through a high degree of homogeneity competition. Just like general products, TV media only establish a strong brand to format difference advantage, it make sure to keep audience remain loyalty index throughout.In 2006, CCTV implemented the strategy of channel branding fist, the provincial satellite TV in China have pronounced their brand positioning and strategy, the brand awareness of China's TV media was general awakened. From then on, TV media industry spread a drastic brand contend in our country. Overall, as a national television, CCTV has the absolute advantage and influence; Hunan TV run ahead of other provincial satellite channels with preemption entertainment market opportunity; Oriental Star TV, Jiangsu TV and Zhejiang TV are gradually expanding its market share because of having a good economic environment; Western TV station is living in a relatively rough situation.Owing to domestic media brand management is still in progress, the brand building of TV stations at all levels are still at exploratory stage, its development process inevitably faced with various problems and difficulties. This article selected the Travel Channel as the typical case to research the television media brands in construction, maintenance and expansion based on the theory of Strategic Brand Management which proposed by Kevin Keller, American famous brand management expert.ChapterⅠ:Introduction. From the research background and significance, combing and analysis TV media brands research and the literature research found a relatively new perspective to study the brand management of television. I hope I can use an innovative way to research on the issue through the multiple disciplines and different angles.ChapterⅡ:Television media brands overview. After sort out the meaning of the brand and the television media, we can understand the characteristics of the TV media brands, those are strong sense of social property, strong regional, higher sharing degree, but the weak stability. TV media brand value is mainly composed of visibility, satisfaction, loyalty and associate degrees. At present, we evaluate brand value on market share, popularity and reputation index. If television media want to maximize competitive advantage, we must pay attention to the channel and program's development strategy, the application of new technology, business and industrial development strategy research and study on the human resources strategy.ChapterⅢ:The construction of the TV media brands. With the competition of CCTV and provincial satellite TV, and among provincial satellite TV station, I analyzed current TV's competition condition. In such a competitive situation, television media brand positioning becomes more important. As the brand itself is an abstract concept, it materialized through specific content expression. Marketing strategy in the CIS concept and form provide a complete theoretical system for the television brand construction. We can use CIS strategy packing TV media brands overall from idea identification, behavior recognition and visual recognitionChapterⅣ:Television brand maintenance. After TV media brands constructed, it require stable time, column enjoyed, maintaining the continuity of the form to strengthen channels and sections of the image. Meanwhile, columns or programs need to update channels in a timely manner in light of changes in the media and the competitive environment changes in psychological audience. For channel updates, mainly from its brand identity, behavior recognition, and vision to identify three areas for the update. As for program updating, mainly revive columns or programs website. Therefore, we must take steps to determine whether or not we to update the programs or columns according to the actual situation. In addition, in order to expand TV channels and programs influence, mainly uses the advertising, public relations and Web site and other means of promotion, brand promotion for maintaining a good brand image.ChapterⅤ:TV media brand extension. The brand extension can expand TV media influence, improve television station operating revenue, and occupied more market segments. In the real practice, a successful brand often drive a new brand, developing their products, as well as the related report on the capital that is extended to implement diversification of brand extension. As a cultural form of spirit products, TV products may be used more than once, so the television media enterprise with many companies often establish a integrated industry chain, select play their biggest superior products, working together to complete the industry value chain of all processes, and reduce product costs, make more benefits.