Study On Tv Media Brand Strategy

In the 21st century, human beings have thoroughly entered the era of information. When faced with amounts of information, what measures should Provincial Satellite Televisions, as one type of the media, take in order to get self-improvement and take high positions in the"battles"among various types of media, which becomes a newly-arising research topic in the modern society. Market competition requires of Provincial Televisions a more cooperate administration, and an effort to build its brand as the corporation builds its product. The construction of Strong media should be made through the operation of Provincial Satellite Televisions brand, which aims to maximize the brand effect and reach a dynamic balance between the social effect and economical effect.At present, the rapid development of China's provincial satellite TV, for better grabbing market, every provincial satellite TV showed the various brand strategy. However, CCTV, provincial satellite, terrestrial channels, foreign channels, viewing the market saturation of capacity, supply and demand imbalance, the provincial TV in order to stand in the competition, building a distinctive brand is the only choice. the competition between provincial satellite TV is the evolution of brand building. Thus, by constructing and operating a strong and distinct brand to generate attention economy , became a huge task of TV industry.In this paper, Zhejiang Satellite TV through "China Blue" brand image quickly to enhance viewing share of the typical cases in recent years, application of information science, communication science, economics, management, marketing related theories, Systematically expounded the theory of the media image of the brand and the specific management practices used in the field of television media.summarized the development of brand strategy and establish the image of the basic theory and methods.The thesis is divided into five chapters: The first chapter is introduction, introduces the meaning of this research, status, contents and methods. The second chapter is full of theoretical groundwork, introducing the contents of this thesis related to four main concepts: attention economy, media brand, TV brand and market theory. Prepare for the next chapter. The third chapter is the key part of the full text studies, combined with television media branding theory, analysize Zhejiang TV, "China Blue" brand strategy planning and implementation. In chapter IV, we see the building problems of blue brand, and and proposed measures for better development, in order to "China Blue" brand better development.