Research On The Brand Extension Of Hunan Satellite TV

With China’s TV media brand competition becomes more intense, more and moreTV media brand extension as a means to respond to market competition. But generallyspeaking, China’s TV media brand extension practice is still in its infancy, and theoperation of the brand extension blindness exists. In this context, the paper selectedthe Hunan TV brand as the research object motive extends from the Hunan TV branddevelopment status and brand, condition, path and manner, risk and control four majoraspects examine and explore the practice of brand extension of the Hunan Satellite TVexpectations for our other TV media brand extension experience.Comprehensive use of the theory of communication studies, management scienceand other disciplines, Hunan Satellite TV’s brand development status analysis, HunanSatellite TV and make unremitting efforts to become a strong brand faced more andmore with the pioneering development of the Hunan TV brand competition morechallenges. There have been many problems in the process of brand development, inorder to maintain continued revenue growth in an increasingly complex and intensemedia competition, to further expand the brand influence and adapt to businessstrategic adjustment of transfer and occupied more audience segments, HunanSatellite TV must be brand extensionin order to maintain the brand’s leading edge. Forthe brand conditions audience conditions, management conditions and marketconditions in four areas of analysis, I believe that the Hunan Satellite TV has theability the for brand extension practices, and can get the effect of a good brandextension. On this basis, the author summed up the target Hunan TV brand extensionand line extension and major categories extend two extended path flexible basis forthe television media particularity and their own specific circumstances. Hunan TVprogram products more use of line extensions, and the major categories extend the useof the increased use of in television media technologies and platforms outside of theextension product and the brand value chain to achieve brand bundling and TVderivatives develop brand value chain as Hunan Satellite TV is the most centralextension. Hunan TV brand extension, the final synthesis of the four aspects of risk byemphasizing the brand’s positioning and personality, accurately grasp the opportunityfor brand extension, degree master brand extension, pay attention to the extension of the similarity of the products and core brands four Hunan TV brand extension riskcontrol measures to ensure the sound development of the brand extension.