The Analysis Of Provincial Satellite Tv Channels Brand Construction

The market owned of 3,000 Chinese TV sets was republic regarded as one of the complicated markets in the world. After experiencing extensive competition and intensive operation, Chinese television media begin to meet the arrival of brand consumption era, and the TV channel's brand positioning is the prerequisite and core for practicing the TV brand strategy. Since the year of 1997, a large scale of provincial satellite TV channels enrolled in the market, provincial satellite channels facing a complex competitive environment are trying to become bigger and stronger through the channel positioning strategy. With the advance of provincial discovery rate, it is getting gradually manifest with the phenomenon of the overlapping orientation of each channel and the cloning programs. Provincial satellite TV channels are now respectively searching for their special brand orientation to open the domestic market.The paper has been ordering the rising, developing, styles, and existing issues of domestic provincial satellite TV channels totally. It also has been discussed the detailed competence situations of Chinese provincial satellite TV channels, analyzed the basic approaches of provincial satellite TV channel brands'construction from the theory angle, probed into those fields deeply and completely such as brand orientation, content construction channel making and the spreading and growing the provincial satellite TV channel brand.On the basis of the above, the research anatomized the developing processes and experiences of provincial satellite channels of Zhejiang guided by those theories news telecommunication, marketing, branding, advertising, carded the general rules of provincial satellite channels of Zhejiang'brand construction. The goal of it is to set a construction model to other provincial satellite TV channels in China.