Anhui Satellite Tv Brand Marketing Research

Anhui TV is one of the earliest provincial brand positioning TV channels, with its "TV drama channel" strategy, Systematic capabilities of brand marketing, Anhui TV removed its geographic and economic disadvantage, turned to be a strong domestic media, obtained Good social and economic benefits. At the same time, under the circumstances of fierce media competition and the impact of new media, Anhui TV needs immediately Changes and upgrades to get rid of its disadvantages of brand positioning strategy. Through analysis and identify problems, This paper summarized Anhui TV’s road of brand marketing, and according to the road, proposed some Inspirations for the development of china media.This paper is divided into five parts, as follows:The first part is the Introduction. First, from the change of Chinese TV management and ecological patterns, opportunities and challenges of all media, it summarized the research background, and pointed out its theoretical and practical significance, overviewed domestic and foreign scholars’research on TV brand marketing. At last, it proposed the stud)’ methods and innovations of this paper.The second part is the brand positioning of Anhui TV. It pointed out the background and progress of the establishment its brand positioning strategy. Based on the brand positioning theories, it analyzed the brand positioning status and problems of some other provincial TV.The third part is the brand extension of Anhui TV. It analyzed the internal and external environment.the exploring history and significance of Anhui TV’s brand marketing.The fourth part is the application of Anhui TV’s brand marketing strategy from the aspects of integrated marketing and4C theory. Finally, taking the marketing case of the new version TV drama Outlaws of the Marsh as an example, it analyzed the brand marketing strategy and dissemination activities of Anhui TV.The fifth part is the achievements and shortcomings of Anhui TV’s brand marketing strategy. Form the objective point of view, it analyzed the benefit changes after Anhui TV’s implementation of brand marketing strategy, In the end, it proposed the inspiration for the development of Chinese TV channels based on the brand marketing experience of Anhui TV, therefore, other Media can reference and study the inspiration, and it helps the innovation and improvement of Anhui TV.