County Television Livelihood Of The People News Brand Column Development Strategy Research

The livelihood of the people news after ten years development, with its closeness and PFP characteristics by people praise, to a large extent to meet the people’s demand for the material and cultural life. Along with the national and local levels of government for the people’s livelihood concerned about rising, urgent demand for people’s livelihood of the people, more and more TV news reports focus will incline to the livelihood of the people, also let TV news livelihood become the key of the competition and development of TV stations at all levels, and to build brand columns into one of the breakthrough point to all levels of TV stations to choose. Brand is an intangible asset, is also an important means to build their own competitiveness, influence of television, television stations have begun to establish brand awareness, build the brand program, enhance their market share, logical appeared on the market a large number of influential television news section, become make known to every family brand.In such media competition environment, the strong stronger, the weak will be more vulnerable. At the county level TV stations as the most basic media, restricted by many conditions, has been in a relatively weak position in the livelihood of the people news development, how to seek survival space in the crevice, find a suitable for their own development way is the television has long been a difficult problem. The biggest advantage lies in the region close to the TV station and communication barrier free, so the people’s livelihood programs using this advantage began to shape their own brand image, embarked on the brand management of the road, but from the exploring development path, just part of a period of time in the column is doing better, the overall brand strategy has not formed. The county level TV stations in the competition how to shape and has great practical significance on enhancing brand column influence.This paper first analyzes the construction of county-level TV livelihood newsbrands, respectively, from its necessity from the aspects of the column; brand positioning, selection, reporting methods; carries on the elaboration from thecolumn formed under the influence of the localization strategy. Secondly, this paper combined with the general situation of the livelihood of the people news development is divided into three stages:it analyzes the current situation ofthe county level TV livelihood news columns brand development, focus on thecounty level TV brand column operating characteristics are described, and thecombination of practical work experience, summed up the television news of people’s livelihood development is the most practical problems of the existing.Then, on the problems put forward the television livelihood of the people newssection of the brand development strategy, continue to favour localized to the content, focus on the development of "three rural" strategy; brand focused oninteractivity, follow the market way, continue to strengthen the integration of resources, the breakthrough of the mechanism of system restriction, new way of joint development. Finally, taking Pingyi TV "A Kun said" column as an example, on the television livelihood of the people news brand columnexploration are summarized, and the use of "SWOT" analysis method to thecolumns of the advantages and disadvantages are analyzed, point out thecolumn development space.