Research On The Brand Construction Of TV Food Shows In China

Since 1999, CCTV "daily diet" began broadcasting, television food show in the true sense in China,also it has since appeared in the field of a large audience. Then, began around food columns sprang up, forming a boom. However, in the continuous development of food item in the market, the television food columns appear more and more problems, such as column, low threshold, form the content of a single image, style column and column packing the same, such as column high degree of resemblance between the food that TV columns homogeneity phenomenon serious, lack of innovation.Therefore, has a good brand is in numerous television food column column competition to stand out the key to success. This paper introduces the brand TV food section in the study, the television brand construction discussed food column, but different forms of TV food columns with different style characteristics, this article analyzed the diet every day, the king of the kitchen “12 front taste”representative, form different food column, based on the columns of the core value of brand image, brand positioning and brand etc were analyzed, and discussed the current excellent TV columns in the column branding characteristic, in the aspect of brand construction highlight columns personality for other food columns branding advice and optimization direction, realize the effective combination of theory and practice, to solve the problems about the program, the optimization of the market.