Research On Brand Strategy Of Chinese Documentaries On The Basis Of "the Bite Of China"

Various well-known documentary brand in the world occupied the International Documentary mainstream market, such as Discovery Channel, National Geographic Channel, Britain’s BBC radio, and so on. It is difficult to say there is a Chinese documentary style. I think the reason is that China’s domestic documentary brand has not yet formed, and did not form a complete system of brand strategy, the influence of brand urgently to be explored With the rapid development of new media, brand competition between TV channels and TV programs become a general trend Like other TV media products, the Documentaries only to establish a strong brand, in order to form differential advantage in the competition, ensure loyalty ratings for groups. Only in this way, our chinese documentary can be healthy developed We can use documentary to better explain Chinese characteristics, speak good Chinese story, spread good Chinese voice, to achieve the great rejuvenation of the Chinese dream.Due to this background, This paper is based on brand management theory and life-cycle theory known US brand management expert Kevin Keller’s strategy. I Select "the bite of China" documentary as a typical case, for Documentary brand in each of the life cycle has different brand strategies. Such as brand positioning, branding, brand maintenance and extension strategies were studiedThis paper adopts the text analysis, comparative analysis and case study research method, combining with the domestic documentary brand first successful case "China" on the tip of the tongue, revolves around its specific brand strategy research. This article is divided into four most.The first part, from the perspective of the research background and significance, the research about documentary the brand at home and abroad were reviewed and the carding and analysis, found in the literature research of this article, selecting the perspective of life cycle for this article research and demonstration. The author through brand knowledge, communication, marketing and other multi-disciplinary integration, has been clear about the main concepts related to this article research content documentaries, brand, branding the relevant concepts of documentary and TV media brand, such as life cycle theoretical basis.The third and fourth part is the focus of this paper. The third part covers the third chapter to the fourth chapter, focuses on the life cycle perspective of domestic documentary the brand strategy, the branding strategy put forward ideas on domestic television documentary, combining with the different life cycle phase deals with the different brand strategies of domestic documentary, how should solve the domestic documentary strategically to problems of brand construction.The fourth part the author selected the "on the tip of the tongue of China" this successful case, will be the third part is the theoretical knowledge into specific domestic documentary program, for a documentary on the tip of the tongue’s brand practice, on the life cycle curve, the different life cycle stage of brand positioning, brand promotion, brand extension and so on brand strategy, a detailed research summarizes the main successful experience of "the tip of the tongue" brand management, in order to more documentary brand management to provide some reference in our country, the law of the branding strategy will help us on domestic documentary digging and discovery.This paper choose from the construction of brand of homebred documentary, mainly from the domestic documentary life cycle and the different life cycle stages of brand strategy, finally to "the tip of the tongue of China" the successful example for the brand construction and fully demonstrated the brand life cycle theory, in order to meet the challenges the international media to explore Chinese documentary road to survival and development, research topic for Chinese documentary brand construction theory.