The Application Of Integrated Marketing Communication Theory To The TV Channel's Brand Strategy

With the development of television technology, the number of TV channels has soared rapidly. It is the trend to make channels segmented and specialized. The competition in the TV media market has entered to a white-hot stage. It is deficient to build channel brands only on the propaganda of TV station's logo, therefore Integrated Marketing Communication theory should be introduced to the process of TV channel's brand strategy and flexibly apply to the whole process, aiming at becoming the magic weapon to stand out from the fierce competitions. It is also one of the most important subjects worth concerning in the industry.The thesis's main idea is to apply the Incorporated Marketing Communication to TV channel's brand position, image building, every part of its marketing strategy and etc. It is to set a consistent and unique image home and abroad, from the consumers' view (includes audience, advertising clients, competitors, government and etc.), and make use of any possible resources to deliver "One sound, one image" to targeted consumers and develop interactive, deep and continuous relationship though every touch spot.The thesis clearly defined the concept of TV channel brand and creatively built the practical application frame of Incorporated Marketing Communication theory. From the analysis of channel brand position of viewing behavior, advertising clients structure and stake holders impacts to the building of channel brand image of identification system and programs;from the on-air and off-air promotion to public relations and brand extensions, the author address elaborately how to apply the Incorporated Marketing Communication to TV channel brand's strategy with various of cases.