SITV Digital Cable TV Platform Brand Management Research

Since the reform and opening up,the media industry has been developing rapidly.The cable TV industry,which is closely linked to people's daily life in the media industry,is also in the digital age now.The digital TV,which also suffer various challenges from many ways,such as: new media,Internet,overseas media,etc.Since its birth,cable digital TV has changed many generations from both technology and model.Although some problems such as information is less effective,the content of the program is single,the program can't go back have been gradually resolved,but it still has obvious weakness in marketing model,technical condition,content limitation.In this paper I take Shanghai Interactive Television Co.Ltd as example,analyzes the problems and weaknesses in the actual operation of SITV.I mainly focus on brand positioning,brand building and brand communication three aspects.The thesis digs the advantages and faces the shortage of the company in brand management at same time.In terms of brand positioning,it combined with the “TP”strategy-positioning model accurately analyze competitors and target the target customers.In terms of brand building,a brand new SITV is proposed from three perspectives: brand content,brand personality and brand image.Brand communication starts from brand marketing,brand public relation,brand maintenance and provide a feasible brand communication plan for the SITV.