On The Specialization Of TV Channels In China Brand Building

Starting from analyzing the puzzle in the development of China's TV theme channel in recent years, this thesis points out that only the brand constructing can help promoting its development and facing up to challenges. On the basis of brand construction theory, it puts forward "the beehive model" for constructing process of TV theme channel, and inspects all elements actively in the process of constructing TV theme channel.In "the beehive model" of constructing TV theme channel, all elements exist around the core value of brand. By means of providing excellent programs, design unique channel image and build special channel characteristic so as to achieve the brand construction of TV theme channel. Influenced by the theme channel characteristic, the audience who gain the dual benefits both emotional and functional from the theme channel can change into the typical type, which is the goal of TV theme channel brand construction.