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On the Brand Establishment of China’s TV Entertainment Programs

Author: LiWei
Tutor: ZhouBo；ZhangJiSheng
School: Shandong Normal University
Course: Literature and Art
Keywords: TV entertainment program brand establishment Literary reengineering
CLC: G222
Type: Master's thesis
Year: 2011
Downloads: 567
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Abstract

Under the background of commodity economy, the TV entertainment programs, as cultural products of the mass daily consumption, have become a flourishing trend. The TV stations are competing fiercely nowadays, and in turn have produced diversified programs, of which few have established their own brand. In China, influenced by the phenomenon mentioned above, the entertainment programs are in a mess and out of order, which have restricted the development of the domestic TV entertainment program market. This paper is to focus on the analysis of“the brand establishment of China’s own TV entertainment program”.The first part gives a general overview of the definition of the entertainment programs. And based on the previous study, the connotation of the TV entertainment program can be explained as“the TV entertainment program is a kind of TV profile that is aiming at creating happiness, and can get the audience involved in, which may ultimately help the audience enjoy the physical and spiritual cheerfulness by experiencing the interesting, playful, open, authentic, cultural, aesthetic, etc. features of the entertainment program”. Then the revolution of the Chinese TV entertainment programs has been further sorted out. The development of the Chinese TV entertainment program is summed up as five stages, the initiation of the TV entertainment programs, the presentation of the interest, the formation of the fact to entertain the public, the new vigor of the intelligent lottery, and the new situation of the reality TV show.As for the second part, the connotation and the importance of the brand establishment for the TV entertainment programs are made clear. It is believed that as a cultural commodity, the TV entertainment program, in order to increase the profit continuously and realize social benefits, has nothing to do but establish their own brand. Based on the analysis of the connotation and the importance of the brand, and connected with the individual cases of the programs, the thesis put forward to the view that the there are some prominent problems of the TV entertainment programs now. The problems are listed as poor cultural taste, serious homogenization, obvious tendency towards utilitarianism, low level of the overall hosts, the imbalanced guiding value view, and so on. The existence of these problems severely restricts the brand establishment of the Chinese TV entertainment programs.The third part mainly probes into the thought of brand establishment and detailed strategies to realize it. It is believed that the inner difficulty that restricts the brand establishment of the TV entertainment program lies in the shortage of cultural and aesthetic connotations. In order to carry out the brand strategy, the reformation should begin with the core restriction of the TV entertainment program. The high quality content should be produced, and the brand packaging needs perfecting. The former is the guarantee of brand establishment, and the latter is the representation of the form’s popularity and reputation. Particularly speaking, there are four strategies to realize brand establishment. First is the kernel antecedence strategy. It is convinced that the high quality of TV entertainment programs should take the entertainment spirit, cultural and aesthetic connotations as their supporting kernel, and the construction of the external form should based on a firm kernel. Second is the positioning strategy. By using the positioning theory of marketing theory combined with the commodity particularity of the entertainment programs, they are analyzed based on three points of view which are the location of the audience, function and characteristics perceptively. As a result, it supplies the favorable development of the TV entertainment programs with bright paths. The third is best quality strategy. Regarding to the lack of cultural connotations and poor aesthetic taste in the TV entertainment programs, the thesis puts forward to the“literature and art reconstruction”of the entertainment content. The forth one is brand packaging and marketing strategy. By applying the CI theory in the enterprise culture construction, how to mold a brand image in the TV entertainment programs is described from the aesthetic perspectives of brand theory, visual identity, behavior identity, etc.

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