| In the past few years,through the careful planning of the media and the help of film and television stars,the Golden Eagle TV Art Festival has been well known to the public and has also produced good economic and social effects.At present,Internet TV,online video and mobile TV are infiltrating people’s lives.At the same time,people born in the 1990 s have become the main force of media consumption.However,the vast majority of program planners have not made personalized productions for their own positioning and audiences,which leads to insufficient influence of TV programs.In addition,after the rise of short video platforms,the content of short dramas has gradually prospered,forcing the traditional film and television industry into a cold winter.In this context,the theme of this project is the brand new brand concept of "Boundless Vision,No Limits in Life",and the target group is precisely positioned to young women born in the 1990 s who like to follow dramas,so that the brand image of the Golden Eagle TV Art Festival will be closer young group.This project is created from three aspects: source of topic selection and research background,research method and research theory,creative process and creative interpretation.Combined with the brand tonality of the Golden Eagle TV Art Festival,the psychological preferences of the target group and the results of the questionnaire,the core theme of this project is determined to be "Boundless Vision,No Limits in Life" 2022 Golden Eagle TV Art Festival Brand Planning Project.First,analyze the market environment of the Golden Eagle TV Art Festival,specifically analyze the communication and promotion strategies of its competitive products,the behavioral preferences and concepts of the target group,and conduct in-depth analysis and research on the Golden Eagle TV Art Festival itself;As a result,the theme of this communication was extracted and each creative point was interpreted accordingly.Finally,combined with the existing communication matrix of Hunan Satellite TV and other media platforms,a complete set of brand planning was formulated by combining online and offline methods.,and also lists the corresponding media schedule and budget.This plan has certain practical guiding significance for the renewal of the brand image of the Golden Eagle TV Art Festival and the precise positioning of the target group.Through the brand-new brand concept and "younger" communication and promotion activities,the distance with the target group can be shortened to achieve expansion.The brand influence of Golden Eagle TV Art Festival is to improve the brand value and brand reputation of Golden Eagle TV Art Festival.In addition,the research of this project also has certain theoretical significance,which not only broadens the research direction of the Golden Eagle TV Art Festival,but also lays a foundation for the research of brand image theory and integrated marketing theory. |
