Study On Brand Building For A Television Station

With marketization of China’s TV media becoming gradually further,competition among TV medias gradually becomes seriously. as a backbone TV media,Provincial TV media how to take commanding heights in the fierce competition is theissue that must be faced in the process of the development. In the situation of thatprovincial television developed rapidly, CCTV and local TV channel outside everyregime. A provincial television which wants to obtain a better share of marketin thecompetition must build bright TV media brand. This paper which uses strategicmanagement theory, economics theory, communication theory, the marketing andother related theory, in view of its present in internal and external environment, makesA provincial television media as the research object, and makes the analysis andresearch for A provincial TV media brand construction, at last analyzed andsummarized the basic methods and steps for A provincial TV media brandconstruction.This article altogether divides into six chapters. The first chapter is theintroduction part, this part mainly introduces the research background, researchsignificance and theoretical foundation, the emphases are the brand concept, elementsand attributes. The second chapter makes the pertinent analysis research for brandconstruction current situation and the existing problems of A television on the basedof introduction of television basic situation, and pointes out the existing brandconstruction problems. The third chapter is A TV brand positioning strategy research.On the basis of introduction for on the whole TV media industry history, this partanalyses the external environment of TV media industry, using PEST analysis modeland five competitive forces analysis model. Then, it works out the environmentalconditions of A television brand positioning, according to the existing environmentalconditions puts forward the corresponding brand positioning. The fourth chapter is ATV brand shaping strategy research. It puts forward to the brand building strategybased on the analysis of the environment of A television itself. The sixth chapter is summary part, which is general summary for full text.