Brand Positioning Of Provincial Tv Channels

After experiencing extensive competition and intensive operation, Chinese television media begin to meet the arrival of "brand consumption" era. TV channel's brand positioning is the prerequisite and core for practicing the TV brand strategy. The so-called channel brand positioning is "based on the television industry's macroeconomic development strategy and the scientific analysis of market environment and internal environment, to have reasonable definition of the program-constitutes, target audiences and competition areas, and at last to optimize the overall channel shape." In specific operations, channel brand positioning must adhere to the following basic principles: the vital interests of the audience, clarity of positioning, moving target audiences, both tangible and intangible factors, integrity and loyalty of positioning, channel's competitive edge and retaining existing loyal audience.China's provincial TV channels live in a complex environment, facing the various competitions from CCTV, foreign media, traditional media and new media etc. Therefore, the practice of provincial TV channels' brand positioning strategy constitutes a major feather of China's television market. There are four major models: general channel positioning, on the road to victory by specific program content and style; professional channel positioning, seeking target audience with professional contents; regional market positioning, creating "regional competitive channels"; "erroneous positioning" strategy, creating values by differences.Provincial Satellite channels' brand positioning is a complex systematic process. Firstly, the formulation and implementation of positioning strategy need four phases: seeking, locating, placing and setting up the positioning system; secondly, positioning has many elements, including brand identity positioning, quality positioning, image positioning and communication positioning.As provincial TV channel shoulders the dual task of economic and social benefits, therefore, when conducting channel brand positioning, social responsibility and market positioning two factors lead the direction of positioning. Though the positioning strategy, Provincial Satellite TV aim at creating features. This is a meaningful reform measure. However, this kind of reform needs not only passion but also ration. First, try to avoid "specific audience" trap; Secondly, get out of the trouble of "zero" and game; Finally, to form rational and cooperative operation system is crucial to the brand positioning of provincial TV system.