| Due to two-track parallel operating system from the end of the last century, whichcontained" institutions,but enterprise management",China’s TV media embarked on the road ofindustrialization. If the TV media want to win the largest possible advantage and achieve amore rapid development , the imperative business strategy which must be implemented is TVbrand.As the most basic part of a channel ,the TV column play a key role.Although our TVindustry at the time still do not aware the importance of the brand to the life of the TV column.Construction of the TV column brand means the high awareness,the high ratings and the highloyalty in the consumer’s awareness.It’s also the only way to shake off the dilemma betweenbusiness advertisement and cultural responsibility.In the trend towards integration in theglobal ,who can establish a correct and effective brand strategy firstly and actively build thebrand , who will be make a great improvement in the future of China’s television market.A TV column brand which fostered by long-term efforts must be based on the law ofaudience ratings psychological . The brand awareness , brand associaton as well as brandattitude of audience are gradually established above the watching process psychology whichcontains "contact——selective attention——selective understanding——selective memory" .The brand is like a rubber band , and the brand extension is also like pulling the rubber band .Ifyou exceed a certain level of , the rubber band will break and the brand will not be far awayfrom failure .So the brand extension should grasp the principle of proportionality , otherwise itwill backfire .This paper includes the following four parts:The first chapter is a foreshadowing of the full research , introducing several key conceptsrelated to this article : the current development state of China ’s TV column and the meaning ofthe TV column brand ;The second chapter is the main research contents, mainly tell about the construction of theTV column brand , respectively from the perspective of communicators ,which contains threeparts:the construction of column brand image , the construction of column brand personalityand the construction of column brand core values.The third chapter mainly elaborate from the perspective of the audience psychologicalmechanism during watching the TV column .By corresponding one-to-one of the construction of column brand image and the audience’s brand awareness , the construction of column brandpersonality and audience’s brand Lenovo , the construction of column brand core values andaudience’s brand attitude,this chapter indicate that the construction of TV column brand shouldbe based on the audience ’s psychological law.Then it can achieve to a definite purpose .The fourth chapter stresses the innovation of TV column brand and the new challenges andopportunities of TV column brand in the new trend of media convergence .In a word,this paper studies the development situation of TV column brand and points outthat the brand construction of China ’s TV column should combined with audience psychology.Only established on the audience , the construction and extension of TV column brand can berule-based and attend a multiplier . |
