Terrestrial Channel Branding Research

In recent years, with the social economy continuous development, new media and new technology makes it increasingly diverse and rich spread of major changes in the industrial structure of Chinese society and people’s lifestyles, and television media ushered in unprecedented opportunities and challenge. On television, the brand has now entered the era of winning, establish a good brand image for the television can bring good economic benefits, and the rapid development of the vast space. Stage media market has made considerable development, industrial structure tends to be professional, to create a good channel brand, will be an important means to achieve development of TV channels. Given the importance of shaping the channel brands, domestic scholars on channel branding more and more, but on the " Channel brand strategy," the study stay in the relatively narrow issues shaping the view of this paper, the role of the brand from the channel and aspects of meaning, such as the construction of the path analyzes the status of terrestrial channel branding, achieved success and the deficiencies of the existing problems and put forward relevant suggestions and solutions.Firstly, the brand concept of discrimination, which is part of the main channel to define the brand, according to the brand strategy can be a powerful channel to attract the audience’s attention and recognition, mining audience emotional fulcrum, to get the audience’s favorite, the harvest of loyal fans, expanding audience, and strengthen awareness of audience analysis and other aspects of the channel on the television media, branding plays an important role. Then change the system and from market structure, audience viewing habits, living environment discusses the implementation of brand strategy, channel inevitability. Finally, we illustrate the importance of the channel to bring the brand had made both from the television media and the audience itself.Secondly, the basis for analysis in Chongqing TV news channel on their brand building process, from Channel personality, channel content, channel marketing and other aspects of the brand-building path channel shape were analyzed system. Horizontal contrast it has been operating for more mature channel, I believe that the inadequacies of Chongqing TV news channel in the process of brand building in existence are: brand consciousness leads to a small advertising market, has not yet formed brand system and lack of talent, quality and low channel content show lack of resources and other issues.Finally, I believe that true terrestrial channels to be built strong brand awareness and influence to strengthen the channels should make efforts in the following areas: further define the core concept of the channel, which enhanced channel positioning; strengthen the selection and training of first-class talent, make full use of the name presenters and reporters pull effect on column; attention to content and form of innovation, enhance the innovative capabilities channels; further integration of various resources, maximize the effectiveness of the channel as a whole static; brands on the basis of maintaining proper conduct brand extension, expanding influence, enhance brand value.