Research On Brand Gonstruction Of Homemade Show Of Video Websites In China

With the rapid development of Internet and the continuous expansion of China’s netizens, more and more video sites occupied most market share of China’s Internet industry, and the marketing competition between video sites is increasingly fierce. In order to open up the new space of competition, avoid excessive dependence on matters such as TV rights, since2007, the major video websites began to produce variety homemade shows, homemade TV series...using new content production models. In just few years, they got rapid development. The homemade program with its diversity topics, rich content, strong interaction, relatively low cost, quickly get the wide attention of the audience and industry. Developing so far, however, many companies began to find that a single show, a single video website, is not good enough to get attention and market benefits. Thus, many video websites are putting forward to go the way of brand development, focusing on building the brand strategic of homemade show. Up to now, many video website companies have made a big progress, but overall, the brand development of homemade show of video website is still in its infancy. Yet specific system and effective path hasn’t been concluded. So, this article attempts to use a more comprehensive perspective, such as journalism, marketing and brand related theory as the foundation, combing the present development stage of homemade show of video web site, analyzing the achievements of the brand construction of homemade show, the main points of the homemade show needing to pay attention. To get the purpose of providing some reference for the brand construction of homemade show in the future.In general, this paper is divided into six parts. First of all, the author introduced the research background, research significance and application of theory of this paper, and combed many related researches about brand construction of homemade show at home and abroad; Secondly, the author made a comprehensive and clear definition of video website, homemade show, brand...many related concepts, summarized the present stage of homemade programs of video websites, emphasized the basic mode of the Homemade Show of Video Websites——the shift from UGC to PGC; Then, the author pay more attention to the brand construction path of the homemade show of video websites. Based on brand strategy planning theory as the theory foundation, from brand building, brand promotion, brand extension...three aspects in detail in this paper, the author analyzed some certain homemade programs brands and summarized the main achievements and main points of developing of some homemade programs brands. Among them, in the process of building, brand focus on positioning, subject, content, form and packaging, these five aspects. To brand promotion, attention should be paid to the integration of various resources.When exploring the brand extension, the line extension and categories of extended development should be done at the same time; Finally, based on the above research results, thinking of the important points of homemade program for the future brand development, putting forward the specific problems of brand construction of homemade show. The author thinks that the brand development of homemade program should pay attention to talent cultivation of homemade program industry, as soon as possible promoting the formulation of laws and regulations, focusing on form the core competitiveness of homemade programs, fully grasping the network interactive and establishing diversified earnings streams. Finally, give a summary of the above research results.