Chinese Tv Channels ¢ö Management Brand Interpretation

At present, brand management of TV channel has become a trend , the battle among TV channels is not only focused on the quality of TV programs, but also focused on the brand of TV channel. Channel package is the important way to beautify the TV screen, attract the audiences and so on. However, because of lacking of system and criterion of the concept of package, there is a trend to deviate the core value of brand in operation. Therefore, this paper introduces the concept of management of TV channel's VI, whose traits are its system and criterion, to summarize the behavior that to build the brand image of TV channel with the visual elements beyond the content of the program.As the important part of brand Building, TV channel's VI is supposed to execute an important influence on the construction of TV Channel' brand ,however, because of the resistance caused by the latent conditions such as the administrational ID of TV channel and the system of program producer, there is a trend of deviating the brand in the development of domestic TV channel's VI ,which not only betrays the initial aim, but also is a waste of money .Therefore, it is a chief concern that to build the management mode of channel' VI in the VI construction of TV channel in China.Li guangdou, who is a expert on marketing, first put forward the theory of the competitiveness of brand which is to fulfill full and systematic brand management by enhancing the Sub-elements of the competitiveness of brand within the core value of brand. To introduce this concept into the management of TV channel provides an angle of view to the research of it. The branding management of TV channel's VI is focused on the competitiveness of brand and to enhance the effectiveness of the Sub-elements of it. And also, it is necessary to build TV channel' VI with the demands of the Sub-elements of it in order to put the TV channel' VI into the framework of brand management and magnify the effectiveness of it; At the same time, the branding management of TV channel's VI can promote the communication effectiveness of the channel's VI, in reverse, enhance the core competitiveness of TV channel and magnify the brand capital of TV channel.