| With the accelerated pace of life,more and more people,especially young people through a variety of network platforms demand their favorite programs.However,the traditional network TV platform resources is relatively simple,is not distinctive characteristics,can not meet the needs of the audience,part of the network TV platform in danger of being acquired or being eliminated in the increasingly fierce competition in the market.,on the other hand,some large TV institutions can not be reborn,cut transfiguration because of lack of sufficient powerful network platform,although they have a lot of TV flagship program and characteristics of resources.Nevertheless,Hunan Satellite TV constructs new "Mango TV" online video platform with the implementation of independent broadcast policy,undoubtedly it is the prelude,and it should be scholars delve into objects.In this paper,the research object is the only broadcast resources to the mango TV brand buildings,starting from the background of the market network TV platform competition.It analyzes the important role of content resources in the brand building,especially the independent radio resources and independent broadcast strategy using the importance of network TV brand construction and development.The main part of the article specifically analyzes some problems based on the resource independent broadcast platform for product development,the construction of the platform itself and platform to cultivate audiences and other issues,and delves into the product-internet-Audience deep structure of the surface layer of the system under internal thinking.At the same time,taking the tridimensional marketing of the Perfect Holiday as an example,it analyzes and summarizes how Mango TV use exclusive play resource to popularize,maintain,extend and expand its brand from the operational level..Finally,it shows some relative suggestions about the brand upgrade and puts forward suggestions on the development of the brand to do a follow-up prospects. |
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