"Blue" Seeking The World - A Study On The Brand Strategy Of Zhejiang Satellite TV In China

Television, as a kind of mass culture typical form, has the certain material consumption，thatis to say, the television channel can walk the road of brand. Products can be copied, but thebrand is the one and only; the product is easy to backward outdated, but successful brand isenduirng.In recent years, the competition between TV media, with the development of China’stelevision industry development is becoming more and more intense. Television stations inorder to seek further development road, have pulled out all the stops, trying to take a place inthe television market. From China central television CCTV or to local TV stations, they explorethe road of brand management. Therefore, in the television programs serious homogenizationcircumstances, the provincial satellite TV has to establish its own brand, will enhance theadvantage of competition.In2008August，Zhejiang TV channel has been the new correcting, through the individuationof channel positioning, emcee brand and created of fine column, the media image of the brandbuilding and a series of brand strategy, successfully created the "Chinese blue" brand, hasreached the provincial satellite TV "top three", according to the latest CMS48city net datashows，from January1，2013to December31,2013, Zhejiang satellite TV’s all day ratingsranked third.Thi’s article through to the TV and the current development of Chinas provincial satellite TVbrand theory combing and analysis of the present situation and development trend, the key tothe Zhejiang satellite TV”blue" in China is how to shape the brand through a seires of brandstrategy, the development of brand culture，and finally draw lessons from the successfulexperience of Zhejiang satellite TV brand construction, other provincial satellite TV in China,local television stations and other TV media brand construction Suggestions and improvementmeasures are put forward.