Study On The Brand Management Of Yangtze River News On Hubei Satellite TV

With the influence of the current media convergence,traditional media is facing fierce competitions and enormous threat,but it also has a very large potential for change.It has become a question for media managers on how to revolve and survive under such circumstances.In urgent need to survive in such difficulties,the provincial satellite TV stations need to tailor suitable programs according to their own situations that in return accelerate development.This can only be achieved by a promotion of the brand."Yangtze River News",an international political commentary program,launched by Hubei Satellite TV,has a strong sense of brand management since it was created.After five years' development,it has been equipped with the characteristics that a good brand should have.What's more,it has achieved a level where its ratings,popularity and reputation excel among similar international news criticism programs.This thesis has chosen the brand management of "Yangtze River News" from the perspective of brand managemente,as a research object.Under the framework of the brand management theory and the background of media convergence,this essay analyzed its environment at its early and current stage,in order to explore accuracy of its brand positioning.Meanwhile,under the guidance of the principle of its brand differentiation,this thesis found its brand management rules from a series of modeling of the program content and form.We raised some questions in brand management,searched for the root reasons and suggested its sustainable development path.The main context of this thesis is based on the foreign and indigenous media brand theory,and part of masterminding television.The "Yangtze River News" is discussed from the following perspectives:core positioning,content planning,brand personality,brand relationship,image recognition,brand promotion.Considering the comprehensive life cycle management,maintenance and promotion of the brand,we came up with some suggestions on the future development of this program.The research to the brand management of Yangtze River News shows that despite the development of media,a great number of audience is still in need of such traditional programs.As a result,such programs need to build brand consciousness and management methods that align with the macro background of the new era.Moreover,the development of major brands needs a variety of support from different sources,such as bringing in talents with relevant experiences,and an improvement of organizational structure and brand management principles.Therefore,how to integrate itself with new media has become a key issue that needs our reflection and inspection.