| Looking back at history,the development of Chinese TV series is closely followed by the changes in China society.Technical innovation and the needs of the audience on the quality of the TV put forward higher requirements.TV series become the first choice for the audience,thus,TV brand is the significant standard of audience to measure the value of TV series.Shandong Film and Television Media Group,in the history of more than 30 years of accumulation,has formed a video drama brand which enables it to get through the amenable evaluation of audience as well as the test of market.This article takes Shandong film and TV media group as the research object.First of all,it explores the starting point of brand communication-brand building.Through the development of the Shandong TV media group and the functional attributes,emotional attributes and value attributes of the Shandong TV media group,the paper analyzes the construction of the brand of the shade TV drama and,secondly,on the Application of the Contact Points of TV Drama Brand in Shandong TV Media Group.Focus of the study is focused on the consumer,from whose,the use and satisfaction of the TV drama,the “critical moment” is found,and from whose,the purchase of TV drama decision-making,the key touch points is found.With key touch points as the core,some of the equally important “ancillary” touch points that have a synergistic effect on it are integrated with key touch points,to design a complete perceptual value chain for customers.Thirdly,the development of Shandong TV media group TV drama brand contact point spread.Through the production and dissemination of the entire process of the development of the TV series,and from the content of that of televisionchannels and the spread of these three quadrants,it is completely displayed the touch point system between the audience and the TV brand.Finally,the paper analyzes the problems in the process of brand communication and puts forward countermeasures,which aims at solving the spread of no “point” of the short board,in order to contact with consumers more effectively,and achieve the Shandong TV media group TV drama brand communication.Based on the theory of touch point communication,this article takes thoughts on Shandong TV media group TV drama brand communication,and analyzes the application and development of Shandong TV Media Group’s TV drama brand and the shortcomings.It provides a new way of thinking on the further drama brand contact point spread. |
