Zhejiang Satellite TV China Blue Brand SWOT Analysis And Construction Strategy Research

In recent years the increasingly fierce competition TV media, the brandconstruction and promotion to TV media development is becoming more and moreimportant. How to highlight their channel resources advantage, making a marketvalue of TV media brand have became China's television debate and the focus ofattention of the problem.After 15 years of brand accumulation, in 2008, Zhejiang Satellite TV wellgrounded,successfully launched China blue brand, and thus create a paragraphbelongs to China blue brands of legend. Zhejiang Satellite TV became mainlandChina next to Hunan satellite TV, has the most brand columns, brand host andcompetitiveness strongest provincial TV. Zhejiang Satellite TV's rapid rise, Chinablue brand of strong transmission, caused the people's thinking.This paper uses document analysis, SWOT analysis and case analysis, thecomprehensive reference the brand planning learning, television art and televisionbrand construction development with a host of related material. At the same timeChinese blue brand leading brands in columns for research object, emphatically fromthe television brand orientation, brand columns advertising marketing, brandmaintenance, brand development and innovation and other aspects of China blueresearch Zhejiang Satellite TV brand construction plans.This paper on the basis of previous studies mainly from the following severalaspects to carry out the creative research:First, study Angle innovation. And the previous literatures single, isolatedresearch Zhejiang Satellite TV China blue brands of columns or brand building oneperspective, this study strategy different Chinese blue brand construction process invarious strategies could be analysis, as well as the auxiliary shows examples illustratebefore, that will the construction of about China blue brand comprehensive summary,documents that formed a complete system.Second, research methods innovation. In the literature method and case analysisof China blue brand before analysis and induction, this paper first used the SWOTqualitative analysis to discuss the strengths, weaknesses, opportunities and threats of china blue brand in ecological environment and provides theoretical basis for thebrand construction strategyThe following conclusions can be drawn from the study:First, television brand construction is the premise and basis of the positioningprecision, column the stability of quality is the essential condition of television brandconstruction.Second, TV media branding must to give consideration to the economic benefitand social benefit.Third, the building brands columns is the key to TV media branding and the keyto building brands is high quality of sexual content.Fourth, TV media brand construction is a more systematic engineering, createbrand just is the first step of build TV media brand, brand extension also is veryimportant.Fifth, Human resources are very import for television brand developmentstrategy.Sixth, TV media brand should be good at innovation.Seventh, Television brand construction needs global consciousness.