Heilongjiang Tv Channel Brand Development And Strategic Research

With the media market competition becoming increasingly fierce, the market share of such new media as network, mobile phone, mobile TV and building TV gradually expands, which has exerted a certain influence and pressure on the traditional forms of media. Therefore, the establishment of media brand is the key to the problem.The paper largely analyzes the brand development of Heilongjiang TV channel. Chapter I introduces the concept of television brands, composition and status quo of Heilongjiang satellite television channels, thus pointing out the necessity of brand development. Chapter II presents a brand positioning strategy, which is the first and most crucial step for brand development strategy. The paper analyzes and collects survey data on audience feedback, own advantages of the channel, situation of competitors, ultimately positioning Heilongjiang satellite TV channel-news channel with entertainment as supplementary programs. Chapter III is the core of brand development strategy branding strategy. The article states the content of brand shaping strategy from two aspects-news programs and entertainment programs. The next part of strategy is brand promotion. Chapter IV comes up with two measures:behavior packaging and image packaging through analysis on brand promotion method of Heilongjiang TV channels. The last part discusses the strategy of maintaining and strengthening the brand. The article proposes that to take advantage of the professional talents to maintain and strengthen the brand program in terms of the development of media talents, which is the most direct and effective way.