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The Current Situation and Countermeasures of Building on Chinese TV Channel Brand

Author: LiZuo
Tutor: WangZhongYun
School: Jiangxi University of Finance
Course: Communication
Keywords: TV channels brand building Countermeasure
CLC: G221
Type: Master's thesis
Year: 2009
Downloads: 184
Quote: 2
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Abstract


As the economy, technology continues to evolve, television media themselves and the ecological environment have undergone profound changes. In the current environment of increasing competition, build brand become a TV channel facing the impact of new media, television content and audience of the homogenization of the challenges of the market segments continue to be an important magic weapon. TV channel branding for its good reputation and credibility to shape plays an important role in promoting China’s mass media will become the new forces of change, but also TV media in China today have to think about and solve problems.China’s TV channels through half a century of exploration and development, have shown CCTV - Provincial Satellite TV - Channel-based city-level multi-level competitive landscape. Among them, CCTV and a few provincial-level TV channels has built up an outstanding influence and reputation of the brand image. But our country with extensive resources, as television was also widespread channel positioning vague, content, homogenization tendency to serious channel imbalance issues such as brand development, most of TV channels in the operation and development, and competition, because brand awareness is not strong, the lack of integrated management talent, capital shortages and brand management single cause, failed to establish brand awareness.The development of our country’s television channels present situation of the corresponding principles and strategies to build our brand a successful channel to cope with domestic and international market competition important task. First, the channel should be the process of shaping the brand through the principle of specialization, and cultural principles, the principle of scientific innovation, market-oriented principles to four principles. Truly professional characteristics of channel, channel and cultural connotation, brand innovation and brand to expand on the multiple TV channels to guide our country moving in the right direction.In the specific process of shaping the brand should channel positioning, channel content, to maintain innovation and integration of four aspects of multi-brand operations and operations: 1. Brand positioning customized to show channel’s unique temperament. Through the accurate, professional orientation and audience segments, so that the target population clear channel to enhance the authority of channel quality and shows the contents of the effective arrival rate; 2. Branded content for high quality, highlighting the richness of content. To create a fine column, to the rich cultural content and artistic atmosphere of the channel package, fully reflects the channel’s brand philosophy, coupled with a scientific programming channel programs to achieve rational allocation of resources.The use of self-made in the form of TV broadcast season, attracting the attention of the audience a long time to create channels of competitive advantage. 3. The brand to maintain long Xinhua, enhance channel competitiveness. Constant maintenance, innovation has been the brand, right of self-publicity and promotion, through the public welfare activities such as multi-media public relations strategy to expand channels of social influence and reputation; 4. Diversified brand management, integrated channel added value. The integration of brand value to maximize resources, and through branched out into new media, with a strong co-branding and expanding channels of brand influence and economic laws.Add value. Through the implementation of these strategies into my TV channels to shape a distinctive, rich content, with Time and has a strength of the brand channel.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Organization and management
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