A Research On Brand Building In Satellite TV Channels Of China

There is no doubt that the increasing numbers of national satellite channels add more pressure to the environment of media competition. After those TV channels was launched on satellite, and got their economies of scale, their development entered a period of "bottleneck". The types of programs are similar, the contents of programs imitate each other, the channel's position is alike, and the channel's propaganda is exaggerated. Those problems make our national satellite channels face an awkward dilemma. Through brand-building to improve the channel's passive state has become the common understanding. The brand-building is not only the need of our TV industrial development, but also the urgent demand to the reality of social development.The brand-building of our satellite channels are facing the domestic and foreign environmental factors. On one hand driven by strength in technology the European and American TV media industry are extremely powerful and continually penetrate other countries; On the other, the fierce competition of domestic satellite channels led to the confusion of brand-building which the national satellite channels carry on. However, judging from the brand-building reality of our national satellite channels, through several stages of development, now the national satellite channels' brand-building has entered the rational and mature stage of development, which is the integrated marketing brand-building stage. Under the influence of both at home and abroad environmental factors, we can said that the national satellite channel s' brand-building is imperative. In the process of brand-building, the majority of our satellite channels still have some problems, such as the homogeneity of positioning, the bias of concepts and the missing of behavior. These problems restrict the development process of our national satellite channels, so we must find a right path to issue them.In order to solve problems that our satellite channels have in brand building, we have to begin with the products of channel contents, and build television programming brand. That's because as the products of channel contents, the TV programs and their brand-building play a fundamental role in the process of building the national satellite channels'brand, but they must be subordinated to the construction of channel brand. But TV program is different from ordinary commercial products, so program branding also has its unique personality, including the weak stability, strong regional and the weak dependence. So building the brand of TV program we have to respect its personality, then using three principles, the audience analysis, the ingenious ideas and the scientific arrangement, to build TV program brand.In addition to building the TV program brand, the exploration in brand-building of our satellite channels also has a more important thing to do. That is exploring a route which leads to the brand-building. In this paper, through our exploration we found that, although the brand-building process of national satellite channel has gradually matured, we neglected the management of brand equity. The scientific economic management of brand equity will bring more intuitive benefits than other aspects of brand-building. Therefore, if we follow the brand equity management perspective, there will be more objective in measuring the channel's brand-building achievements. In the constitution of TV Channel brand equity, this article combines Aaker's five dimensions of brand equity and Keller's CBBE model, based on their integration we constructed a new television channel brand equity model. This model includes four dimensions:brand awareness and recognition of TV channels, brand image, brand association and the establishment of loyalty audiences. Brand-building is a process of dynamic development, not only the need for scientific management of brand equity, but also need effectively maintain and extend, this is an effective way to extend the brand vitality.The process of national satellite channels'brand-building has its own particularity, reflected in the following specifics, including the unity of political and economic attributes, launching on the satellite and landing in, the professional channel and comprehensive channel. These specialties are destined to make our satellite TV channels'brand-building process be more difficult than other commercial products', and compared with other local TV channels, the national satellite channels' brand-building process have more pressure.Although there are still increasing competitions between satellite TV channels, but we believe that, with the brand-building process maturing, the competitions will eventually enter a virtuous circle, thus advancing our national satellite TV industry develop vigorously.