Research On Brand Development Of Professionally Generated Columns On Chinese Video Websites

With the development of broadband and Internet, the online video has became the most important service in the Internet industry, meanwhile, competition in this field has became more intense. Since the year of2009, in order to avoid the expensive royalty and ease the dependence on TV plays, many video websites have begun to make original columns by themselves, which have more abundant materials, stronger interactivity and various advertising. As a new form of video websites, it has developed quickly and drawn a lot of attention in the past few years.For the better development of original columns, many brand development strategies have been offered by video websites, but how to build a solid and popular brand seems to come out of nowhere.Based on the status quo, this article uses the theory of journalism, communication, combined with brand science and marketing, to summary the process of the original columns’development, and give the reasonable advices in practical operations.This article consists of5chapters.The first chapter is an introduction,which provides the background and significance for this article, and outlines the study literature at home and abroad;introduces the objects of study, framework and study methodology. The second chapter is the introduction of the brand-related theories. The third chapter starts with the definition of original columns.It lists the characteristics, current status of original columns, and the necessary of implementing the brand strategies.According to the theory of brand management, the fourth chapter describes three successful columns in Chinese video websites, and analysis the brand factors of them.At last, rethinking about the present situation of original columns in China, if the original columns aim to build a really strong brand,and to strengthen its reputation and influences, efforts should be made as follows:build up overview concept of the brand, create professional columns, take advantage of network features and cooperate with traditional media.