Provincial Satellite TV Brand Strategy Research

During the ten years from 1989 to 1999, Provincial satellite channels gradually broadcast to the Nationals by satellite. From then, the Provincial satellite channels change from the Regional television media to the national television media. Provincial satellite channelsare in a special place. With the coverage of the Provincial satellite channels cross the provinces, there are intense competition among the Provincial Satellite TV stations and also with the CCTV, City TV Stations, outside Satellite TV and Emerging TV media. How Provincial satellite channels break through from the converging attack of the many different types of television media, is the current common problem facing by the Provincial satellite channels. This paper considers that the implementation of brand strategy of the Provincial satellite channels is a good way to break through the converging attack.This thesis totally has five parts. The first part is introduction. It covers the background, significance and structure of this thesis. The second part states the brand strategy of provincial satellite channels, mainly expound the brand, brand strategy and provincial satellite channels. The third part considers the present development of the provincial satellite channels, especially analyzes the media environments and existent problems of them. The fourth part puts forward some specific advices aiming at the problems of the provincial satellite channels. The last part is the conclusion, summing up the entire thesis.