TV Advertisement For The Research Of The Enterprise Brand Construction In Henan(1979-2009)

With the implement of Chinese reform and opening up policy, the development of Chinese economy has scored tremendous achievements, Chinese business has improved a lot in social development and so has the advertising industry. The prosperity of advertising prompts various ways of advertising’s performance in society, such as outdoor advertising, POP advertising, poster advertising, newspaper advertising, television advertising and new media advertising. The advertising give full scope to enrich people’s daily life; meanwhile, it plays an important role in publicizing the image of the company’s brand and construction. Television advertising is a comprehensive communication form that mixes the visual sense with the sense of hearing, which is an art and science combination, it would leave people the direct and picturesque impression. In addition, the television advertising plays a unique spread advantages in the following aspects, which including, spresd the originality, promote the characters of the products, boost the recognition of customers and aesthetics, achive the emotional resonance with the customers and build the cooperation’s brand image.Henan is the most important province in the growth of China business economy. In 1986, the birth of Chun du brand symbolized a real meaning about the beginning of Henan companies’ brand building. From then on, the brands in Henan experienced three periods that are passionate period, strategic adjustment period and rapid expansion period. From 1979 to 1991,is the creation period of Henan companies’ brand, during this period, the functional demands predominated, the television advertising improved Henan companies’ brand into a market rapidly;from 1992 to 2001,is the development period of Henan companies’ brand, emotional appeals predominated during this period, television advertising provided significant help to Henan companies’ brand;from 2002 to 2009,is the mature period of Henan companies’ brand, rational appeals and emotional appeals were essential during this time, television advertising did Henan companies’ brand a favor to enter into the mature period.Exploring the television advertisements’ effects on the buiding of Henan enterprise brand from the angle of advertisement history, it can be found that only when the phase characteristics of the products’ market life cycle are taken into consideration, the optimum effects of the advertisements can be achieved and promotion also can be improved. Whichever products would experience introduction period, growing period, mature period and recession period. Once the enterprises can not fully understand the advertisements’ phase characteristics or lack the awareness about the advancement of advertisements, it is hard for them to reach the goal of market promotion. Meanwhile, the building of brands is a gradual and accumulating process. The spread of the brands also need systematic and constant investment and follow-up stage. Otherwise, any brands will be ruined by the heartless time no matter how excellent it is and they will be forgotten by consumers and forced to step down from the stage of history.Since reform and opening up, there have been some disadvantages in the Henan enterprises’ building of brands by using the television advertisements and they are mainly showed in the following aspects: the television advertisers usually lack awareness and organization when they serve the enterprise brands strategy; some advertisements can not fully demonstrate the image of the enterprise brands and the enterprise culture can not be displayed vividly. Therefore, all of these restrict the healthy development of the enterprise brands. In the new circumstance of the media integration, Henan television advertisements have explored their brand new approaches. They have performed much better in dealing with the demands for the core content of the enterprise brands and the spread of the enterprise brands culture. Making the long-term plan of spreading Henan television advertisements based on the designs and building targets of brands construction, emphasizing the spread strategies of Henan television advertisements according to requirements in different developing periods and extracting the key factors and symbols according to the fundamental brands features and values are all the goals for Henan enterprises and advertisers to collective construction in the future development.