Luyu Tv Talk Show Brand Construction And Sustainable Development

From the mid of 90th, when CCTV's famous program became a leading television conversation program, Chinese television conversation program has been developed rapidly. Nowadays, there are more than 200 programs of this type, however, little of them have their own brand on TV, moreover, the brand program has existed but actually one after another appears magnificent after the landslide. In view of this kind of situation, this article will used the theory about "the branding" including the construction, the management, the maintaining and extending to analyze the television conversation program, through the corporation of "a date with LuYu"new and proposed the television conversation program form, the article give same practical strategies suggestions about the construction and sustainable development of the brand.This article divides into three parts:First, to see how a television conversation program builds its brand from weekly program"a date with LuYu". From the television conversation programs "the homogeneity" and the serious competition analysis, proposes the introduction brand strategy necessity. Trough the brand building concrete steps of weekly "a date with LuYu", to show when make a TV program brand, we should pay attention to use the TV channel resources superiority, positioning the program quickly and find the right audiences, to be different and interdependent with other programs in same channel, that is what a program should do in content for making the channel's brand image. Secondly, to make outstanding brand identification sign in the program ideas.Second, "brand" can not forever, the article point out that most Chinese television conversation programs do not have long lifetime, to be objective, the television program life cycle and the unloyal audiences behavior are reasons, but also that the conversation program will least in conversation theme so move forward to the pattern crisis.Third, Brand television conversation program sustainable development strategy research. In summarized from the theory to the practice and to the experience, enumerates the common ways to keep the sustainable development, the article sums up the "a date with luyu" ways of sustainable development strategy, by analyzing questions appeared after the changement of program' style, and the making group's reaction to these questions. Comparing with US famous program "the Oprah show ", the writer's proposed own viewpoints regarding the brand television conversation program in the sustainable development aspect view.