Inquirying Brand Construction Of Professional TV Channel

At present, with the television media reform and the rapid development of knowledge-based economy, the television industry also faces unprecedented opportunities and challenges. The medium get into an influence competition for ages nowadays, but the influence of competition mainly depend on the brand strength. Many television stations turn to the context of the market from the profession turn , have chosen to set up channel brand as the only way forward in the face of competition.In a sense, the differences of brand image are replacing the differences of traditional products, the same, with increased competition in the television industry ,the competition is not only the program contents, but also the channel's overall strength and brand image. The competition of television medium market has already turned into a white-knuckle stage, under the background that this kind of medium excess,television channel amount surge,program continuously enlarge,supply disequalibrium,the brand competition of each television channel are gradually vigorous. on the other hand, enrich day by day along with the social activities , the choice of the amateur life style presents diverse trend, how to lock the eyeball of audiences have become more and more difficult under the situation that accept to see reposition of redundant personnel.Therefore, how to fight for to more attention resources in several thousand television channels is the focus of industry and educational circles concern at the moment. At first depending set mark as to publicize a way has been hard up for cash and carry out overall television channel brand to turn luck camp to the pass important, which purpose lies in the characteristics of outstanding television channel and carries on different management to break through the fence turned with quality.Setting up the brand of television channel is a engineering that long-term,system,dynamic state and lots of stages involving many links combine along with existence environment of the variety continuously adjusts perfect, such as fixed position,contents,expansion and maintenance. This text carry on quest and thinking about professional channel brand features which points on the brand position,brand expansion,brand contents through the research of the academic theories level of brand's concept,content,characteristic and meaning, choosing the television of Zhejiang education science and technology channel as analytical copy, passing to dissect channel in the television station ground of a province class of actual case, adopting substantial evidence research and theories sorting to induce the method for combine together, trying hard to carry on overall and localization analyze for the construction of professional channel brand turn and finding expose of problem and shortage. At last, the text puts forward some suggestions and reference in the road of construction of brand turn.