analysis of tv programs of the positioning and branding（分析电视节目的定位和品牌）.doc

Analysis of TV programs of the positioning and branding Write papers network: [Paper Keywords]: positioning; brand column; branding [Abstract]: A good TV column, and the whole internal resources needed to coordinate, but also to firmly grasp the lifeline of this audience, the audience’s needs as a basic TV programs targeting criteria, the advantages of creating media brand, so that it can continue to gain competitive media market place. TV programs use electronic technology to human access to information, dissemination of information, to meet life, enjoyment, development, resort to the spirit of human visual perception of the product for television purposes, and suitable to meet the needs of the community, will produce the various kinds of sections. After half a century of development, the TV people have to explore the practice and theory from the business process, obtained a valuable lesson: to attract and create a good audience ratings, TV programs focus on the need needs of different audiences and levels of precision positioning, create a good brand part, to shape the television image of the famous column, resulting in social and economic benefits. brand column as the television media’s mainstay products, is ideal for the pursuit of television industry has been , brand column how to do, how will it run on a TV people to overcome the problem, good service for the general audience the subject. 1 Positioning Positioning, Zhongshan University China Marketing Research Center CMC Professor Tai-hong, director, said: ‘To win in today’s fierce competition, to a solid firmly occupy the ratings in their positions, we can not but in the process of continuous production of the program look at ‘positioning’ importance. ‘ (1) accurate positioning - famous column needs to survive A section in order to make accurate positioning, you need to do to determine their own part of the style, be sure to promptly grasp TV market benchmark, the exact knowledge o