Construction Of Sports Television Brand Column In China

Currently“Brand Era”has been introduced to China TV media industry. However, as the most professional and passionate media team, sports television team has many difficulties practicing its brand due to the lack of theory and plight during practice. Combined theory including journalism, communication, management, marketing and sports with the methods of literature study, expert interview and logical analysis, this thesis has a further discuss on construction of sports television brand construction in China.According to the analyze result of current situation and trend of Chinese Sports Television Column, it is obvious that unbalance distribution, less influential channels, and big challenge in development have occurred recently. We find it is necessary to implement China Sports Television branding. The construction phase of Chinese Sports Television Column includes positioning planning, image building and spread operation. Positioning planning means market and content positioning. Image building is like CIS system design and host training. Spread operation refers to marketing, public relations, advertisements and so on. Brand column diagnosis develops from popularity, reputation and loyalty. It starts from“twice positioning”and“crisis management”. The forms of brand extending include horizontal extending and vertical extending, whose extend innovation has correct extend positioning and other three forms. By taking the example of“yinyang-fish”Taiji symbol from Chinese traditional philosophy culture, this study constructs the circle of branding construction of building Chinese Sports Television Brand Column. The model covers five elements as positioning planning, spread operation, extend innovation, image construction and diagnosis maintenance, which represent the function and relationship between the elements.In terms of these features, we should focus on implementing related strategies of positioning planning, spread operation, extend innovation, image building and diagnosis maintenance of sports television brand column. The achievements of study have important theory value and reality in improving construction theory and speeding up branding process for Chinese Sports Television Column.