Analysis On Management Of Brand TV News Brand Host

From the birth of this occupation, the host has experienced nearly 30 years of development. During its initial stage, the host just work as "mouthpiece" of the party and the government .At present, the host can control the programming with sound and stand with the mass in equal way. We can find that the whole ideologies and social environment has a profound impact to the development of the media, and the right for the host to speak has become more freely and initiatively. However, we can also find some deficiencies. In this paper, "the TV news brand host" is the most special group of the host teams. They not only an analyst for political and cultural society, the people affected, but also be resolved and be affected. They provide information to the public and guide public opinion, at the same time ,the brand host also take the responsibility for the mission of brand communication. At present, in China, there are problems for the group in lag management concepts, outdated management mechanisms, simple and coarse way of extensive management style. And we are also lack of an effective evaluation system and the long-term management of development for the host career . The personnel system left by the Planning Economy system, as well as long-term old thinking seriously hindered the development of this group. "The TV brand news host" is the important human capital for the TV station, and how to manage them will directly affect the success of television programs, as well as the communication to the public. How to introduce modern human resources management concept is the key point for the TV "Menlian" and television programme "gatekeeper" -the news host. Scientific and effective management of this group will be the most vital issues for the near future.The writer also illustrates the distinction between the brand host and the super-star host which always been confused and puts forward the concept made by four "degrees" - fame, reputation, loyalty and satisfaction to manage the host. 4 degrees in brand are built on the basis of performance-evaluation system. In accordance with performance-evaluation system, the human capital management and payment construction system is also given. In addition to expand the host brand visibility and enhance its reputation, and cultivate their loyalty and reinforce their satisfaction, we should strengthen the management of the TV news brand host. The best way for solution should be given when they occurs the public relations crisis. Faced with the whole career development of the host, the writer also proposed extension management to focus on television news programs and the core value for the vertical extension. Finally, we must strengthen their own brand of international process, if the TV news brand host wants to achieve higher level development.