The Brand Building Research Of Chinese Livelihood TV Show

The Chinese livelihood TV show has been developed more than eleven years.From develop the dispute, define the concept to innovate the content, the theorists,scholars and television journalists have formed a set of relatively comprehensiveframework system and given Chinese livelihood TV show a high feasibility andscientific guidance. A lot of people’s livelihood news have already keep a largeaudience and tend to have rapid development, such as jiangsu television stationnanjing zero distance, hubei television station living TV, shandong television LaGu,wuhan television people connections and so on. With the huge number of newlivelihood TV show in different TV channel, the style has becoming more variable. Tosurvive among those livelihood TV shows, the star livelihood TV show must hasirreplaceable advantage. For study and reference, the advantage is the building of thebrand.A lot of Chinese livelihood TV shows are quite famous in different districts oreven in China. However, most of their brand systems are in the primary stage, boththe building of the brand and the brand maintenance. Some of them have ahighlighted segment brand but short of brand strategy in the system. This paper focuson brand building methods in the Chinese livelihood TV shows by combines theoryresearch and case analysis research. By analysis the contrastive of the success andfailure cases and widely use of literature analysis, case analysis, data analysis, themethods of comparative study, the paper elucidates how to develop a Chineselivelihood TV show brand in China systematically, which also been proved bydifferent excellent livelihood TV shows in different province. This paper has fourchapters:The first part of the paper mainly introduces the development of Chineselivelihood TV shows. It lists and analysis the dispute of the concept and elaborates thereasons of Chinese livelihood TV shows been produced and so widely spread in different ways, such as political and economic reform, television program innovationand competition between different channels. This parts also describes the issues werefounded in the Chinese livelihood TV shows such as coped theme, roughly shoot andhigh frequency of negative news. In the final of the first part the author introduced thebrand theory and proposed the significance meaning of brand building for Chineselivelihood TV shows by analysis the brand knowledge related theory.The second part is composed of three chapters. It focus on propose the methodsof brand building, brand maintenance and brand extension by analysis the successfulexperience. In the brand building chapter, the author mainly describe the content ofthe column and the arrangement of the content from the selected time sensitive topics,the depth of the report, column purpose, narrative mode, professional journalists, hostendorsements as well as language selection seven aspects. In the arrangement of thecontent part, the paper elaborates the broadcast time, column settings, columnarrangement and column interactions, refers the necessary conditions of brands. In thebrand maintenance section, the author introduced the brand theory, marketing theory,analysis the influence brand development in the long run from the column culture,image positioning, marketing and promotion, the audience feedback four parts. Brandextension section uses the product life cycle theory to analyze TV life cycle and activethe people’s livelihood news brand columns secondary development and sublimation.