Research On The Brand Construction Of Public-welfare TV Products Of China

In recent years, the public-welfare TV products more and more appeared in the TV screen of our country, and cause widespread concern from social people, media, national leaders. The public-welfare TV products carry forward the social mainstream culture and popular culture, and guide mass forming the mainstream values by the convenient communication channels of TV media and strong ability of social resources conformity; which, to some extent would help to maintain social stability and promote social and cultural development, construct the harmonious society of national culture system.The public-welfare TV products in our country position in public service, spread mainstream value spirit, which faces challenges in homogeneous competition flooding in brand construction, the program quality homogeneity vulgar, The quality of the programs of vulgar, activity forms, credibility in public decline. Face dilemma, the author thinks that innovation brand personality would help improve the credibility of those products and establish long-effect mechanism of public welfare and create a "chain public welfare", in order to improve the survival and competition level of those public-welfare TV products.As far as the author concernd, because the brand is considered as the first place in three nets fusion era, the research to strengthen the brand construction of those public-welfare TV products in our country should be include the following understandings:first, we should acknowledge comprehensively the background of our times and media ecology environment and take full use of the new media resource; second, because different brand have different brand connotation and brand personality although public welfare kind of TV products considered as the same qualitative-public, planning and making those products should vital among the masses,"close to the audience","close to the life","close to the practical". At the same time, those products should meet the need of public and should be a high quality, the high grade, the high ratings TV activities products. Finally, public-welfare TV products brand construction is a style of operation, and a dynamic adjustment process. We need view of it as keeping pace with the times and shouldn’t observe it as a static perspective.