The Research Of Chinese Enterprise Music Television

For the sustainable development in the fierce competition,enterprises actively seek ways to build a good brand image.Enterprise through music TV that a combination of sound and picture,to deliver the brand image of the enterprise,under the modification of artistry and entertainment,make it sales color fade,reduce consumer psychological resistance of advertising,the effect of brand image shaping is more significant.It is a kind of elegant selling,abandon the blame of the preaching,frequent information shocks and the obvious utilitarian,with its musical structure,lyrics,melody,beautiful picture,plot to attract attention.It is the effective way to shape the enterprise brand image.This paper selects a number of corporate music televisions in the "Famous Enterprise Music TV Show" of CCTV as cases,and on the basis of analyzing and summarizing the artistic expression strategy of brand image,from brand positioning,brand implanting,brand prompting and culture structuring to research on enterprise music TV in-depth.The full text is divided into five parts,the main contents are as follows:The first part is the introduction.This paper introduces the research background and significance of the research topic,the literature review,the research method and the innovation.The second part is the elaboration of related concepts.This part tries tries to have a general understanding of enterprise music TV and the shaping of brand image.The third part is the artistic expression strategy of the brand image in the enterprise music TV.This part analyzes the artistic conception of the brand image from three aspects: theme selection,perspective selection and narrative strategy,and analyzes the visual elements and the auditory elements conveyed by the brand image.The fourth part is the brand image building of enterprise music TV.This part is mainly combined with the related cases,analyzes the performance of enterprise music TV in shaping the brand image,respectively from brand positioning,brand implanting,brand prompting and culture structuring.The fifth part is the problem of shaping the brand image of enterprise music TV and the suggestions for improvement.This part analyzes the problems existing in the brand positioning,brand implantation,brand promotion and the construction of enterprise culture,as well as fuzzy brand positioning,brand elements into superficial,limited marketing channels,the enterprise culture into low degree,and puts forward the brand positioning theory guiding practice,strengthening the hidden elements of implant,supplement to expand marketing channels and the way of innovation of enterprise culture into the countermeasures.