The Strategic Study Of Brand Building And Promotion For TV Channels

In the 21 st century, we have entered the information age. When facing the puzzling information, how should provincial satellite TV stations, as a member of the big TV family, stand out and take a commanding point among the mass media such as TV,newspaper and network, is undoubtedly a new task that the contemporary society has to consider. Market competition requires the provincial satellite TV station to run itself like an enterprise, so we should create a new satellite TV brand and build a strong media comprehensively based on the running of the new satellite TV brand, maximizing the benefit of TV brand as well as balancing social and economic benefits comprehensively.Nowadays, provincial satellite TV stations in China have been developing rapidly. In order to grab a larger audience on the audience Market, a variety of TV stations have launched their own brand strategy. Now, China’s TV stations are still lacking understanding toward brand operation, and relevant talents are still in great need. The current situation of brand operation is that the research of competition between TV stations and the differential operational positioning have not yet been carried out, the audience market has been seriously saturated and imbalance between supply and demand has been triggered. Provincial satellite TV stations have to build a distinctive brand of their own to stand out of this background. Brand power is the key to improve audience rating, and brand power and audience rating can together lay the foundation of benefit. As a consequence, to build and use the distinctive brand of a TV station has become an important issue of TV industry.This paper has analyzed some basic conditions and developing trends of Zhejiang satellite TV station, by using communication and marketing theories to carry out specific analysis toward its brand development of “China Blue” with respect to its creation,development as well as the rapid increase of audience rating, and finally made a summary of the basic theory and method for the development of TV industry in terms of establishingsuitable brand strategy which is consistent with their own image.This paper has six chapters, say, introduction, overview of TV brand, positioning of TV brand, packaging of TV brand image, maintenance of TV media brand and the spreading of TV brand in the Internet Era. The first chapter has elaborated on the research background, the object, the content, the purpose and the significance of this paper. The second chapter has given a more detailed analysis of the TV brand “China Blue”, including its connotation, its characteristics and its development. From the third chapter, an Analysis of the success of “China Blue” as well as its foundation of success has been conducted.Chapter four is one of the key chapters in this paper, which has discussed the revised contents in detail, the brand shaping strategy, the brand packaging plan and the execution condition based on a comprehensive analysis of the brand operation of “China Blue”.Chapter five is the extension of chapter four, which has conducted a discussion on how to extend the brand of “China Blue” in the competition with various TV media brands and on how to guard itself against the crisis. We’ve already entered the Network times. In order to make the TV brand develop comprehensively and healthily, it is worthwhile to discuss how TV brands can be spread and developed in the network environment, which is dealt with in the sixth chapter.