| With the rapid development of market economy, the continuous development of the film and TV technology and increasing application level of the media of film and TV in the commercial field, the image promotion video of corporates have become an important means of brand molding and image building of Chinese corporates.On the present status of the the image promotion video of Chinese corporates,after generally going through three developing stages during decades as product-promotion, the integrating of corporate-element and the excavating of corporate-culture, it forms its development features from content-positioning to content-creating.However, it subjected to the four factors of positioning, price,channels and content-production.Under the perspective of brand-molding,namely the theoretical perspective of four means of brand-molding as brand-positioning, brand-implanting,brand-prompting and culture-structuring through relevant cases, we could effectively analysing the positioning, element-implanting, channel-prompting and integrating of corporate culture in the image promotion video of Chinese corporates. During which,we could see the problems as unclear content-positionging, superfacial-content implanting, restriction of channel-prompting and inadequationg of corporate-culture integrating.Upon this,the advice are strenghthening the content-positioning,enhancing the implanting of recessive elements and reinforcing the setimental integrating of corporate culture. |
