| Brand competition is the advanced form of market competition, with the influenceof economic globalization intensifies, the market competition between TV mediaincreases fiercely, as an important force in Chinese television market, provincialsatellite TV—if they want to remain an invincible position in fierce mediacompetition, the only way is to build its own brand. The essence of brand constructionis differentiation in creation, but programs homogenization and channel assimilationprevail in current Chinese TV media, so we should emphasize brand personality in itsconstruction, make the brand with unique personality and temperament as people andbuild harmonious relationship between brand and the audience, only doing so canform difference and obtain the differential value and stand out from numeroustelevision channel ultimately.The rapid rise of Jiangsu satellite TV has aroused widespread concern in last fewyears,“Jiangsu TV Phenomenon" also became a hotspot in academic circle. Thispaper will take brand building Jiangsu satellite TV as a case; try to analyze how theydo in brand personality construction from channel positioning, packaging,personalized column construction and combination, advertizing and marketing and tooffer some reference for other satellite TV. In addition, this paper focuses on satelliteTV channel, discuss problem that exists in brand personality construction inprovincial satellite and analyze the reasons. Meanwhile, this paper puts emphasize onthe outstanding domestic and foreign television channels, summarize their successfulbrand construction experience in some aspects, for the problem which exists in brandpersonality construction of provincial satellite TV in our country pointedly putforwards the corresponding strategy in brand strategy sense, channel innovation, newmedia cooperation, talent construction and management. |
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