| With the rapid development of the economy and science technology,the media has undergone significant changes from the field of "seller’s market" into the "buyer’s market" era.No matter the way of communication,presentation process or acceptance conditions is constantly changing.The media ushered in unprecedented opportunities and challenges.In order to compete in the fierce competition in the market share,the new media or traditional media must have their own "fist products",which is the brand section and brand host.Good brand programs and brand hosts can bring good economic and social benefits and the vast space for rapid development.The implementation of brand strategy is imminent and is the only effective way out of the tight encirclement.It is not in a flash for any program and compere to become a brand,which needs careful cultivation,tender care,and conscientious molding by the media operators.It is a long,difficult process,but at the same time it is traceable.In the full understanding of the needs of the audience,the composition of the audience members,and regional culture,accurate positioning of the column._.Continuous innovation to guide the audience and "half a step" ahead with the audience can form our own characteristics to avoid homogenization of columns and improve the reputation and credibility of columns.It is necessary to cultivate relatively fixed and loyal audience and to choose the host who is suitable for the aim and features of the column,with his/her own personality,which can fully display the host ’s role as a "spokesperson"or "symbol".A good program can provide the best "soil" for the growth of the host.Programs are the carrier to show the host’s talent,and an excellent program can render greater stage space to the excellent hosts.Similarly,a good host can also become the symbol and "icon" of the program,because his/her own charm can attract more audiences,and he/she is the bond between the program and the audience,which is an important factor in the success of the program.The good interaction and mutual influence would have a positive and active impact,which results in interdependence and complement and the vice versa.Any brand has its own life cycle,which has to undergo the process of birth,growth,decline,and death.No brand program can exist forever,let alone the media brand.The program or the host,because of the transmission environment,technological revolution and the choice of the audience,evolve actively or passively in their life cycle.How to extend their life cycle?The author believes that in accordance with the brand’s characteristics,it is essential to innovate its packaging model to maintain the program’s freshness while improving program quality at the same time and expand their influence,with cross-screen communication.It is substantial to promote the brand host’s packaging and training for better internal and external beauty,which helps him/her become a host with authentic features and personal charm.In short,this study explores the interaction between the program and the host and searches for the rules which maintain the "balance" between the two,which lays the theoretical basis for the operation of the program branding. |
