Emotional Tv Program Brand Building

Emotion is one of desired mental composing in human's social life,which has never been neglected by TV in melting into its programmes."Common People' Living" focused on common people'emotion and"Art life" concentrated on famous people' emotion are all great examples for Emotional TV programmes on screen.With the development of over 20 years,Emotional TV programmes has been through many of developming stages,from famous people to common persons,from personal emotion to social justice,which have owned lots of perfoming forms and programme configurations,as well as high profits.When time came to 1990s,marketing economy wave influenced media area.In order to adjust competence,many Emotional TV programmes started to care about programme' producting and marketing,realizing the importance of programmes' brand management eventurally.However,marketing management in Emotional TV programmes is not a single thing that can be solved in one day,which need to obey strict scientific and marketing rules.Firstly,this paper start from development of Emotional TV programmes in China,espically analysis compentent situation that internal media industries confront about,how to distinguish and classify Emotional TV programmes and to tell about Emotional TV programme's status,trying to get a general idea about the concept of Emotional TV programme.Secondly,this paper expatiate on the first stage of branding management by brand construction.Considering TV programmes is of an mental product and info product,the paper analysis on how to develop a TV programme brand by making good use of CI stratagem,Positioning theory and brand cognitive theory.Thirdly,this paper talk from how to cultivate audiences'loyalty degree by cultivation theory and brand loyalty theory in order to upgrade Emotional TV programmes'brand prize.Besides,there also have some words in discussing brand'protection in order to expanding brand effect.Fourthly,Emotional TV programmes are not only to be alive as one of TV programmes,but also to do more on brand extension.The way to extend brand will be discussed in this part from aspects of enhancing audience rating,improving product selling,strengthening media cooperation and adding brand prize.Finally,the paper point out a series of problems during the development of Emotional TV programmes and try to analysis reasons.Besides,the paper also supply some reasonal advice and suggestion on how to improve Emotional TV programme'quality and brand prize.