Influential Era Of Competition Domestic Tv Finance And Economics Channels Brand Building

Current TV media industry has entered the era of"influence"competition, channel between with channel is not the contents of the programmes, programme form, presenters mutual wars, more is channel overall strength and brand image of the rivalry. In other words,"Brand shaping and ascend"became domestic TV channel development of keywords. In this context, domestic TV financial channels in the competition to emerge must walk the brand road. On the other hand, with the rapid development of Chinese economy and domestic investment management team has grown, also urgently need influential television for its financial channels to carry information service, and the brand is the most direct and the most efficient way to promote financial channels influence. This text with influence competition as study background, with CCTV-2 and CBN as research object, comprehensive using the relative theories of communication, journalism, advertising, marketing learn to analyse both brand positioning, brand image recognition, brand marketing, brand innovation and maintenance achievements, and finding out both the common rule and the existing problems in the financial channels brand building process to wish for other domestic TV financial channels providing just some little reference.This text corpus includes five parts. The first part inquiries into the content, occurrence mechanism of channel influence and constitutes a main factor and brand's basic function for channel influence. The second part analyzing to the present condition of domestic TV financial channels, emphasize that brand is the inevitable choice of the existence and development of the financial channels. The third part studies financial channels brand position and basic strategies. The fourth part analyse the construction method of financial channels brand image recognition. The fifth part puts forward specific strategies of brand innovation and maintenance of financial channels.Through the research process, this paper concludes:TV financial channels brand construction is a long and complicated system engineering, requires full investigation, reasonable planning, perfect performance and positive innovation and maintenance. At the same time, the financial channels also need to scientificly construct channel brand image recognition system to set up their good brand image. Brand shaping process of financial channels is that these steps linked the process of joint action. Among them, the full investigation and study is the basis of financial channels brand building, accurate positioning is the starting point of financial channels brand building, professional and quality financial programs is the core of financial channels brand building, perfect image packaging is the key of financial channels brand building, and scientific operation is the guarantee of financial channels brand building.