Path Study Of China’s TV Program Brand Construct Under The Background Of Homogenization

Since the Reform and Opening,China’s television business has developingfast.The number and types of television programs have been developed.Under thebackground of economic globalization, the United States and South Korea and someother countries build brand in order to through their dramas and variety shows, so thatthey can accelerate their value theory and cultural value broadcasting as a kind ofcultural product.China’s television programs lose the right to speak in cultural fieldbecause of the increasing cultural industry competition.China’s program appears acommon phenomenon,that is homogenization and lack of innovation.Our nationalculture and local characteristics are being lost,because of imitating foreignprogramme blindly.Therefore,it is very necessary to build our own brand of televisionprogram,and it is also important to explore and construct the theory of televisionprogram branding.On the other hand,the new style of television grogram should basedon our traditional culture and make persistent contribution on national culturedissemination. Through the study of television programs’brand constructing of SouthKorean,while comparing the different development models between China and SouthKorean,we could find the weakness of China’s television program branddissemination.So we should construct our own brand of television program throughproduct differentiation theory, brand positioning theory and host branding.This paperis created to provide a reference for the brand architecture of television programs.