The Research Of The Construction And Development Of China Television Brand

Along with society’s development, the television media competition is more and moreintense, the channel specialization and the specialized channel brand turn into for our countrytelevision industry development tendency. But the television channel cannot purely reformthrough the specialization capture audiences’ attention, the unceasing research the practiceproof brand construction is the specialized channel from day by day keen competition and thehomogeneity serious condition the blooming inevitably choice. This article through to China’stelevision specialized channel brand construction present situation analysis, unifies ourcountry specialized film and television channel’s brand strategy, constructs take the Jiangsu、Hunan、Anhui channel brand as a document conducts the thorough research, the universalquestion which exists in the brand construction carries on the discussion to the our countrytelevision specialized channel, and proposed some make the specialized channel brand thementality and the feasible plan.The television media competition is the brand competition.In order to establishing asuccessful brand, we should consider from the brand positioning, image packaging and brandmaintenance, each step requires careful deployment of the implementation of solid, nowthese theoretical is less than studies.This article has an attitude of exploration to enterprisefrom the theory of product positioning, corporate identity system, brand extension and Crisisresponse, as well as combining with the characteristics of television programs. in order tobuild some ideas for providing the brand of television programs."Lecture Room" as asuccessful part of TV brand,its brand positioning, brand extension has very important researchvalue,with the inspiration for television building a famous column.Therefore,the researchstudied on the "Lecture Room" under this article is much more, especially explored morein-depth for positioning analysis and brand extension.Nowadays, the development of information industry and the growth of new media bringthe challenges to traditional media,television entering into the digital age,the audience hadpursued a visual effects and had a higher demand on the quality of programs.In order tocatering the audience and the advertisers taste,television stations fell into the myth ofvulgarization and pan-entertainment,betraying its duty of spreading culture and teachingpeople.In fact,as long as the TV stations insist on brand building, they can cope with thechallenges of the new media and the impact of vulgarization.TV communicators assumesocial responsibility by mixing professional ethics into the brand concept.Television,once as atraditional media which had the most audience, won’t be replaced by network and mobilephone. It can expand its market through cross-media cooperation and diversify construction,taking an important position in the new media landscape.Of course,competition is fiercebefore the formation of a new pattern.The one will be survival,who take the brand strategyearlier and have an invaluable asset.