The Research Of Television Programs For Women In The Era Of Three Networks Integration

In recent years, the development of the socialism market economy promotes the exploration of the features of the media industry. Many management concepts including the branding strategy have been introduced into the television industry. The development of all forms of media including the Internet, 3G mobilephones and the microblog provides various brand new network platforms for characters, images, audio and vedio. It also facilitates the integration of all forms of media again and again under the effect of growing diversification of the media market. At the same time, with the arrival of the age of three networks integration (the telecommunication network, the computer network and the cable television network) in the 21 century, the television programs for women tend to evolve into a brand model.At present, the television programs have been at a stage of developing rapidly. Television programs for women is one form of media to transmit information. Under the background of information explosion, too many television programs for women are similar and therefore are not popular among the public. Implementing the branding strategy becomes urgent and concerns the development of television programs for women directly, especially in the era of three networks integration.The dissertation aims at investigating the branding strategies for developing television programs for women in the era of three networks integration. The author of the dissertation analyzes the location strategy of television programs for women through investigating the evolution of Chinese women's concepts, emphasizes the importance of broadcasting the television programs for women with special features and viewing the combination of branding strategies and means of it correctly. While the author was investigating the branding strategies for developing television programs for women, the author was also exploring the internal law of the branding strategies for developing television programs for women.The author of the dissertation mainly adopts the qualitative methodology, such as analysis, comparison and case study. Besides, the thesis also uses the quantitative methodology as a supplement. The thesis does research on the branding strategies for developing television programs for women on the basis of discovering characteristics of the new media in the era of three networks integration by referring to the up-to-date achievements in academic researches in Chinese concerning brands, the establishment of the branding strategy and the branding strategies of modern popular television programs for women. The thesis also outlines some problems existing in the present television programs for women and proposes appropriate strategies and methods to deal with them.