Study Of TV Program Branding Strategy

Brand,a name,a symbol and an integrated system of designs,is aimed to identify a seller's products and services,to distinguish one product from others,so as to obtain the trust and continuous attention of the consumers.The TV programs,even TV channels,are in the diversified competition environment which branding becoming a core.Therefore,the theory and methods of the brand strategy which has been widely used in the study of enterprise competition,is helpful in understanding TV market development.Based on this,this study especially select a television character feature program “Business Legends in Shunde” as a specific case to analyze the road to build a successful TV program brand,using the relevant knowledge of brand science,marketing and combining the theory of medium communication sciences.Meanwhile,this study reveals the shortages in the progress of TV program branding.It also verifies the practical significance of TV program brand building in the concretely analyses of living examples and come up with some advices.The paper is divided into six chapters to discuss in detail.The first chapter is the introduction.In this part,the writer sorts out the social and industrial background of the research,and make clear the purpose and the three important meaning of the study and the Journals reviewed.The second chapter collates relevant concepts about the topic.The third chapter introduces the case,the county level TV station figures programs "Business Legends in Shunde",analyzes the market environment of the program,the brand positioning strategies they used and the three big problems they faced in the early launch period.The fourth chapter put forward the analysis of the problems and the strategy adjustments to solve the problems.In the fifth chapter,the author analyses the survey results and program data changes,to evaluate the effectiveness of the strategies and puts forward some suggestions.The last chapter summarizes the concept and key points in the thesis,the limitations of the study and proposes the prospect for future research.