A Study On Brand Strategy Of Imgo TV Online Video Platform

With the time of the brand competition coming,the brand has jioned thousands of families and become a part of their lives.The opening and competition of the world brought the competition of the brand.With the competition of the market is more and more fierce,the companies have to change their way from the traditional product management to brand management.In China,the research of the brand is still in the initial stage no matter in field of the academic or business,and the brand strategy research of traditional TV media and online video platform is still in the exploration stage.Compared with consumer brand strategy research,this kind of research has huge market value waiting for digging.Since the beginning of reform and opening up of China,television has become more and more popular for nearly 40 years,the number of TV stations has increased,and the competition among TV stations has become more and more explosive.However,in recent years,with the rapid development of the socialist market economy,the development of the online video platform has sprung up,and the pace of development of the online video platform has gradually accelerated.With the number of users of online video platforms increasing year by year,traditional TV media faces the competition of the other traditional TV media and the the online video platforms which keep the main market,the competitive environment has become increasingly fierce and complex.The brand strategy of the ‘imogo TV' network platform which belongs to the Hunan TV brings a new way of how to win in this compitition with the other traditional TV media and the online video platforms.This paper takes the domestic and foreign brand reseearch as the relevant theoretical foundation,based on the analysis of the brand design strategy,brand promotion strategy and brand positioning strategy of ‘imogo TV' network platform,summed up the main experiences of the success of the brand strategies which the ‘imogo TV' network platform used on its own practice of the brand strategy,and put forward ideas for optimizing design of the brand strategy,in order to provide valuable contents of the brand strategy for the other traditional TV media and online video platform of China,to promote the development of radio and television industry and online video platform of China better and faster.