Television Channel Brand Positioning Research

The development of digital network technology to the development of the mediaindustry has brought unprecedented technological innovation and market challenges，One hand, mobile TV, digital TV, as the representative of the new media in theascendant, carving up the market share of traditional TV and target audience groups.On the other hand, the surge in the number of TV channels in China with thedevelopment of digital compression technology. Intensified competitive situationbetween the different TV channels, they are playing a brand of warfare, are tried inthe media industry waged market accounted for half of the country. All this is boundto promote the TV industry in China the situation is becoming more segmented.Major television competitions have become the competition in the TV channels. TVchannels competition has entered the competition as the core brand differentiationstage. Therefore, analysis TV market competition, the introduction of the brandpositioning theory and method has been widely applied in the enterprise competitionstudy, helping us to understand the development of the television marke and toenhance the market competitiveness of the television stations and TV channels.Introduction, I define the concept of TV brands and TV channels positioning,based on the summary brands and brand positioning theory and perspectives. Clarifythe television channel brand positioning principle, according to the specificity.In the first chapter, mainly discuss the necessity and urgency of our TV channelsfor brand positioning combined with the competitive status quo of China’s televisionmedia analysis and brand building. CCTV channels, provincial satellite TV, terrestrialchannels at the provincial level and city desk came together to form the pattern ofChina’s television media market. After lengthy typed homogeneity competition, TVchannels have begun changing competitive differentiation. But most of the current TVchannel competitive differentiation is still in the stage of specialization, what have notyet entered into the brand level. Thus there are still similar programs rigid form ofattractive and competitive, weak competitiveness problem persists. In fact, specialization, features channels are likely to become a strong channel in the marketcompetition.In the second chapter, analysis of the key elements in the process of brandpositioning in order to help find the key points of the TV brand channel positioning.Built on the basis of market positioning and product positioning, brand positioninghas a close relationship with them. Scholars on the development of brand positioningpoint from a product perspective, product and consumer relations point of view, thepoint of view of consumers, market competitors’ angle four aspects. Identify the brandpositioning point through a different perspective will naturally have different brandpositioning strategy.In the third chapter, it is the positioning system of the TV channels. Thepositioning is a whole different dimension to define a mutual contact. Specific to thetelevision channel, this paper argues that the positioning should be the main audiencetargeting, Image orientation and positioning three levels. The first is for the targetconsumers and potential consumers of audience targeting, TV viewers decided themarket position of the TV channels and advertisers run. The audience targeting key isto delineate a group for their audience, but rather to explore in depth the concerns ofthe target audience, as the domain, the value system, the emotional logic and viewinghabits, etc., to form a channel targeted television production philosophy. On this basis,the paper combined the CCTV record channel case, clarifies the TV channels need toconvey their brand image production concepts, which is called the channel packagingdesign. Of course, the image orientation can not be left to the audience of the value ofthe standard, and from this can be clearly seen in the case of the Zhejiang Satellite TV.The essence of positioning is to lay a "stigma" in the audience’s mind, image building.And therefore there will be a third level of positioning, that spread positioning,allowing the audience to fully recognize, understand, and accept the positioning, sothat it can make the value of the brand to continue to flourish. Draw on the concept ofintegrated marketing, spread through television, unified network communication,public dissemination of information dissemination, and help to form a completeconsumer brand mark, to accelerate the realization of the establishment of the brand positioning and brand value.