Dissertation
Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Countries around the world on Broadcasting and Television > China

Provincial Satellite Olympic brand communication strategy

Author WuXinYang
Tutor HeJianPing
School Southwest University of Political Science
Course Journalism
Keywords TV brand communication brand communication strategies TV brand positioning TV brand association integrated communication of brand
CLC G229.2-F
Type Master's thesis
Year 2008
Downloads 197
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With the coming of Beijing Olympic Games, province level satellite TVs’ attention to it is ever increasing. The intensity of information of the Olympic Games is both a opportunity and challenge to province level satellite TVs who strive for survival and development in the framework of attention economy. The opportunity lies in the fact that: tens of millions of audience’s attention to Beijing Olympic Games raises their attention to the media, the number of audience will increase greatly, and the audience rating will also surge accordingly. And the challenge is that, since province level satellite TVs are not the authorized rebroadcast media, when they face audience all around the country, how can they meet the needs of varying audience of different background and ages? This is the foremost question to be solved.Therefore, Province level satellite TVs are formulating their own brand communication strategies, such as Chongqing satellite TV’s "Long Tail Strategy" and Hunan satellite TV’s "Resources-oriented Strategy". The acts of province level satellite TVs expose two questions: one is their inconfidence with their own brands; the other ignorance of effective communication of satellite TV brands.The author holds that province level satellite TVs can do a lot if they could make good use of their own brands in the year of Beijing Olympic Games. In this special communication environment, the factors impacting the development of province level satellite TVs lie mainly in the communication environment, communication process, means of communication, and effect of communication of their brands. This thesis analyzes the necessity of satellite TV brand communication in 2008 from the above four respects, and discusses the brand communication strategies in the same year.The first part of the main body is the introduction; the second part develops a working definition of TV brand communication based on the brand communication theory of Professor Yu Mingyang; the third part analyzes the necessity of satellite TV brand communication in the year of Beijing Olympic Games; part four and part five looks at the specific strategies of province level satellite TV brand communication; part six tries to work out resolutions.Part one explains the meanings of this topic. It also includes a literature review of TV brand communication theories in the academic field, based on this, several new points are put forward in this thesis, and the research methodology applied is introduced.In part two, the author proposes a working definition of TV brand communication based on the brand communication theory of Professor Yu Mingyang. The author also points out that the emphasis of this thesis is to analyze the strategies of communication in the special environment of Olympic Games, and it is a strategy analysis at the practice level; the purpose of this thesis is not to build TV brands, but to discuss the practical conduct in this special circumstance on the condition that a brand has been established.The third part analyzes the necessity of satellite TV brand communication in the year of Beijing Olympic Games from four respects: communication environment, communication process, means of communication, and effect of communication. Province level satellite TVs should firstly strive to enlarge the influence of the established brands; secondly make a thorough investigation of audience for the purpose of brand positioning.Part four, through a comparative study of three satellite TVs from Hunan, Anhui and Guangxi, argues that the success of brand communication lies in the effective choices in many dilemmas such as constraints on rebroadcast, transfer of audience, decline in audience rating and difficulty in profiting. Analysis demonstrates that most satellite TVs integrate the Olympic Games with the connotations of their brands in order to upgrade their brands.Since macro-perspective examination of common values may ignore individual characteristics in micro-perspective, part five applies the case study method to examine the Olympic brand communication strategy of Chongqing satellite TV. The author adopts a unique strategy to avoid the mainstream market. In the meanwhile, it advances brand values through extending its brand connotations. In addition, it adopts various means to fully develop market potential, but there is a problem that its competency in making own programs. Secondly, apparently, the communication channels of Chongqing satellite TV are still weak in influence; the topics are quite rich, but the integrated information is blurry.Then, the author points out the problems in present brand communication strategies. And it is held that province level satellite TVs should adopt diversified products strategy and build platforms for brand communication; secondly, segment time periods, and continue brand communication; thirdly, implement Olympic public interest communication, and realize multi-value integration.

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