Xinjiang Changji City Television Brand Construction Research

Chinese television has gone through the glorious course for more than50years. Chinese television isstressed about stronger media competition and more demanding audience. how to stand out above the restof TV stations. Resorting to the brand is becoming a magic weapon for Chinese TV. As the most lasting andvaluable competitive edge, the brand is an inevitable choice to improve a company’s comprehensivecompetitiveness. Therefore, developing TV station brand is the inevitable course to enhance thecompetitive ability of country-level Stations, and finally to improve core competition of country-levelinformation industry. This text reviews the theory development of brand and brand building and exploresgeneral brand building model. Based on the current development situation of china TV industry and TVstation, and on the retrospect of TV brand theory, the article explores a new model differing from TV brandbuilding in a limited sense according to the practical problems and theories. The brand building of XinjiangChangji TV station is able to attract a batch of consumers with high loyalty who will bring a high profit tomedias, however, the profit is based on the audience benefits from the brand.Starting with the theories of brand and brand building, the text analyzes the internal and externalcircumstances of Xinjiang Changji TV station, combines the brand building situations of all level TVstations in out country, makes a synthesis of current situations and problems in brand building of XinjiangChangji TV station. Utilizing the knowledge in communications, marketing and management is to study onthe development history of brand building of Xinjiang Changji TV station. It analyzes the achievementsand the disadvantages in the process of brand building; it gives its brand orientation and formulates thesecurity measures after designing the brand building of Xinjiang Changji TV station.Brand building can make a stable profit to Xinjiang Changji TV station, can raise its status andimprove product’s value, can make it on top of its competitors to gain higher than the average market level.