| Current society has entered into a new media era of network communication,which is called as New Media Age. The information spreading of new media age ischaracterized by timeliness, rapidity, efficiency and interactivity, which constitutes ashock to the information spreading of traditional media. Under this background,traditional media begin to seek for reform and want to secure a place in thecompetition with new media through new brand construction mode. It is noexception for television media which strives to attract audiences and fight for largermarket shares through the brand construction of channel under the overallbackground of saturated audience capacity, redundant media selection andincreasingly fierce competition as other traditional media. It is undoubtedly a newhistorical mission.This paper selects Dragon TV which is relatively successful in exploring bandconstruction in China as the research object around the historical background of newmedia based on the analysis of audience activity and psychology. It firstly employsliterature review to analyze the necessity of television brand construction under thebackground of new media. Then, starting from the most important brand column fordeveloping television brand, it explores the content and the effect of brandconstruction of Dragon TV under the background of new media from such brandcolumns as news program, fiancé and economics program and entertainmentprogram by case analysis method and empirical analysis method in detail.Meanwhile, it conducts an analysis on how to enhance and improve the strategy ofbrand construction of Dragon TV. Dragon TV adopts the brand construction methodas establishing based on news, supplementing by entertainment program and nevergiving up theatre program and obtains favorable audience rating and popularity andcultivates a batch of loyal audiences. However, during the brand construction,Dragon TV lacks of sufficient innovation and has less connection with new mediaand the homogenization of program causes its lack of competition among the samekind of programs. In order to solve these problems and ensure the advantageousposition of Dragon TV in future competition between new and traditional media, itneeds to attach more importance to new media, eliminate the differentiation ofaudience psychology and brand column. It not only creates a development road fordomestic media in embracing the challenge of international media but also provides new thought and strategy for the study on Chinese media brand construction theory. |
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