The Research Of Provincial Satellite TV Channels Brand Development Strategy

Provincial satellite TV channels now have become an important force of Chinese TVmedia in the most rapid growth. The competition between provincial satellite TV channels hasnot only confined to channels, but also has risen to the competition between the provincialradio and television groups.How to find a suitable development path in the fierce competitionand establish strong brand has become the key for provincial satellite TV channels to win inthe competition.This paper, starting with the current development situation of provincial satellite TVchannels, comes to a conclusion based on author’s reading plenty of TV & Media relevantmaterials that, the audience rating of central television channels and ground channel was poorfor the past few years. While, provincial satellite TV channels are now maintaining a goodmomentum of development. The audience rating rises in successive years. The market sharegrows and advertising revenue even has been racking up one record after another. However,provincial satellite TV channels also faced deadly competition. Matthew Effect obviouslyshows that no progress simply means regression. Provincial satellite TV channels outlets toohomogeneous competition, and also has to face the impact of the new media like networkmedia. Provincial satellite TV channels will have new breakthrough only if it is constantlyseeking tactical improvement.Brand competition is one kind of strategic provincial satellite TV channels competitions.With the overall view of the competitive landscape of the current provincial satellite TVchannels, crating television media brand has become an important mode to survive in thisfierce competition. Therefore, all the provincial satellite TV channels are trying desperately tocreate the boutique brand and to launch a large number of unique, high ratings, and goodmarket reaction programs. However, solely depending on the brand part cannot ensure thatprovincial satellite TV channels channels to win the competition. The fourth part of the paper describes the specific method of operation of the provincial satellite TV channels branddevelopment strategy Combining with Hunan Satellite TV, Jiangsu Satellite TV, ShandongSatellite TV and other examples, the valuable experience of provincial satellite TV channelsin the development process are summed up and the relative problems are also mentioned. Weconclude a comprehensive and detailed description of the specific implementation plans andstrategies of provincial satellite TV channels to build the core competitiveness in branddevelopment at the strategic level with establishing the characteristics of localization, shapingthe star host of innovative marketing drama, and using of new media.Innovative ideas of this paper is mainly based on provincial satellite TV channels in thespecific implementation of the brand development strategy, put forward the following points:First, the provincial satellite TV channels should make full use of new media, and activelyexplore new coverage with the new media platform to strengtheninteraction with the audience,multi-channel, multi-form spread from each other, will open up a broader space of thetraditional media. Such as focus on microblogging marketing, Network linkage. The second isprovincial satellite TV channels should integrate the promotion of capital and humanresources to attract strong capital strength, in the circumstances to ensure the holding ofstate-owned assets to produce more quality programs to promote the prosperity of thetelevision market. Creative talents mechanism to establish a scientific, systematic andappointment of personnel management system and incentive mechanism. Third, the proposednew marketing approach of provincial satellite TV channels - the topic of marketing. Take theinitiative to set up or use both with the topic of marketing value of the zoom, causing attentionto audience, increase the viewership of the channels on provincial satellite TV by usingnetwork or other means. These ideas have some reference for Provincial satellite TV channelson brand development strategy and building the core competitivenes.