The Brand Development Strategies Of Zhejiang TV Drama Industry

TV drama industry is an important part in Zhejiang Culture industry, as a mass media which has a certain Influence, its economic benefits and social benefit not only to support the development of cultural industry but also meet and improve the human spirit value. The rapid development of the Zhejiang TV drama industry faces the good development environment and realistic dilemma of development, how to realize the value and promote the competitiveness in the fierce market competition is a key to Industrialization development.This paper mainly uses literature study method and case analysis. After analyze the development Situation of the Zhejiang TV drama industry detailedly, apply some brand theories to put forward some brand strategies about the development road of the Zhejiang TV drama industry.This paper is divided into four parts. The first part mainly introduces the macroscopic background of the TV drama industry and develops the cultural industry,(?) transition and promotion of the cultural industry about the background of Zhejiang Province. The second part analyzes the opportunities and challenges facing in the development of Zhejiang TV drama industry. The third part puts forward brand development strategies of Zhejiang TV drama industry, mainly from each link of the TV drama industry, such as script, cultural value, leading enterprise, the talent and so on, and then combines some cases such as the classic TV products and the private television companies to analyze. The last part puts forward some brand extension strategies of Zhejiang TV drama industry through the example of Hengdian movies tourism and the brand development of derivatives. The last two parts are the most parts in the full text.