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TV show brand forging strategies

Author: ZhangYun
Tutor: GuWeiLi
School: Shanghai Normal University
Course: Radio and television Art
Keywords: Brand Brand positioning Core values ??of the brand Brand loyalty Integrated Marketing Communications
CLC: G229.2-F
Type: Master's thesis
Year: 2008
Downloads: 318
Quote: 2
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Abstract


Entertainment trends and the impact of the entertainment industry, the Chinese media industry to become the field of high-risk and high-return investment. To win the attention of a high degree of loyalty is the key to media success and income. TV has always been an important tool for mass entertainment only bring ease and pleasure experience entertainment in order to seize the attention of the audience. Accompanied by Chinese television and the rapid development of fame in the 1980s TV show this TV literary form that has the characteristics of local culture entered a transitional stage in the entertainment economy era, on the one hand, the TV show makes the evening cultural programs vulgar The content is a serious landslide, on the other hand, preaching and advocacy component of the variety show too thick to lose the audience, a TV show where to go, how to occupy a place in the highly competitive media environment become urgent problem facing the TV show. The authors believe that the dilemma the best way to solve the TV show in the arts and commerce brand building dedicated to the TV show, which is a TV personality in the multi-year television operators derived and the entire media environment Experience in media disputes, TV eco-environmental situation everywhere, the brand of the TV show in a competitive, attractive, affinity and trust the audience that it attracted a certain amount of unique content and style, and to win the audience over the long term occupy a unique position of trust, in the fierce competition in the media market. From a cultural point of view, the TV show's brand is a symbol of culture and representatives of the TV, from the market point of view, it is the television industry's leading products; said from the audience point of view, it is the eyes of the audience trustworthy, than give their own large income consumer. This paper focuses on the TV show brand forging method, removing the Introduction is divided into four parts. Chapter of the TV show in the course of development simple combing a TV show after a get-together, the four stages of the game, the song will draft, respectively, to the \\Chapter II to Chapter V discusses the TV show brand forging method, Chapter II of the brand of the TV show in forging the first step that the brand positioning of the TV show, here contains two levels of audience psychological orientation, to audiences, and in-depth market research, fight for a TV show to the accurate positioning around the positioning various tactics to create the content of the show; The second level is the positioning of the advertisers, TV show created beginning before the formation of a strong brand, it should be positioned according to the ratings groups to target ads to understand the preferences of the audience groups, the pursuit away to fight for the line that matches advertisers. The third chapter proposes the creation of a core brand value of the TV show, divided into three steps: the layer of rational value, emotional value layer, the symbolic value layer. The fourth chapter is the cultivation of a TV show brand loyalty, brand loyalty formation in three stages: Informed period, the acceptance period, the loyalty period, to build brand loyalty seize two things: branded content and brand creative. The fifth chapter is about the integrated marketing communication of the TV show \

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Countries around the world on Broadcasting and Television > China
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