Provincial Tv Brand Positioning Research

Provincial Satellite TV is an important part of our national TV industry.Facing the present fierce competition in the TV market, Provincial Satellite TV has greatly improved productivity of TV industry through their active exploration and continuous innovation. During this process, Provincial Satellite TV has changed from same quality competition to differentiation competition, from single column management stage to channel brand marketing. The primary task of brand marketing is brand positioning, which is the precondition of the success of the brand management.Taking the studying view of marketing competition and marketing strategy, the paper has researched the present situation of Provincial Satellite TV positioning wholly and deeply, mainly using the literature research and the combination of Empirical Analysis and Standard Analysis. At the same time, the paper has made summarize for "Happy China" in Hunan TV about its positioning process with case-study approach.This paper first summarize and comment the related theories of brand positioning,including foreign learner's research perspective based on consumer mentality, market segmentation, competitive strategy and brand management, and the domestic scholars' research results about brand positioning.Then the paper analyzes the competition environment of Provincial Satellite TV with the Porter's five-force model,which shows the realistic necessity of Provincial Satellite TV brand positioning. The paper holds the situation of Provincial Satellite TV brand positioning from the two aspect of brand positioning elements and positioning model, and summarize the character of different positioning elements and model and finds the problem of Provincial Satellite TV brand positioning. According to those problem, with the related theories of brand positioning and the success experience of Hunan TV, the paper presents common process of Provincial Satellite TV brand positioning as the countermeasure research to make the Provincial Satellite TV brand positioning more systematic and more operationable.