| The trend of entertainment and entertainment industry has turned China's media into a field of high venture and with good investment returns. Much influence and high loyalty has now became the key to the media's success and returns. TV is a very important entertainment tool . Only those entertainment programs bringing leisure and enjoyment to people can catch viewers'eyes. In 1980's, with the rapid growth of China's TV industry , the TV recreational show with typical local flavor entered a transitional period . On one hand, the programs in TV recreational show is of no culture value. On the other hand, recreational program is kind of preaching and publicity . Therefore, viewers are in the decline. What actions can be taken by TV recreational show to acquire its visibility has now became an urgent problem .As far as the writer is concerned ,the establishment of the brand of TV recreational show can be the best way to help TV recreational show out of the awkward situation. The brand of TV recreational show is kind of competition, attraction, appetency and confidence in such competing atmosphere. The special content and unique style of TV recreational show can keep its current viewers and attract potential viewers and win their loyalty so that it can find their own foot in this competitive mass media market. From the perspective of culture, the brand of TV recreational show serve as the token and representative of TV culture. a pivotal role in market and can win viewers's confidence ,which is followed by great profit.My paper is mainly about the establishment of the named brand of TV variety show with four chapters excluding the preface part.Chapter one will give you a general account of the development history of TV variety show, the special era background of which will be elaborated. TV variety show has entered the recreational economy period which is now confronted with a series of problems like clone, luxury, bubble and vulgar, to name just a few. Concerning the fact, the establishment of the named brand of TV variety show in necessary and in urgent need.From chapter two to chapter four, the methods used to establish the named brand of TV variety show will be discussed. In chapter two, the first step of the establishment of the named brand is the brand position of TV variety show which covers two layers of meaning. Audience's psychology is one affecting factor (audience-oriented) ,which means extensive market investigation should be conducted for the goal of exact positioning. A variety of methods to decide the content of show will be based on this positioning. The other affecting factor will go to the position of advertising company. At the initial stage of the establishment of TV variety show , named brand is yet to build . The position of advertising should be decided according to the position of televiewers. The choice of advertising company should be based on the understanding of televiewers.The establishment of core value of TV variety show will be presented in chapter three . Three steps, namely rational value, sensible value and symbolic value , is followed by the cultivation of loyalty to certain TV show . Three steps of the formation of loyalty are the knowledge of the product, the acceptance of it and the loyalty to it . The content and specialty of this brand are two major points to build up the customer's loyalty.The integrated marketing and disseminating of TV variety show will be worked on in chapter four with Super Girl, a famous TV show, as an example. Three kinds of integrated marketing methods are put forwarded: matter marketing , emotion marketing and the interaction among mass media. |
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