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1、1About the Wanjiadenghuo brand buildingIn May 2011, the Jiangsu city channel programs by the State Administration of Radio, Film and Television as a “National Ten excellence innovation program” to become the program the JSBC and national terrestrial channels only win. results in recent years continu
2、ed to shape the program brand and enhance the program brand. nearly five years of development history, three brand upgrade are: the transformation of the program content, broadcast platform upgrade and extension of the broadcast time for the first time 2009 months “Wanjiadenghuo from a cultural pulp
3、it class program rebranding as health services program brand, the second in January 2010, landing Jiangsu Satellite TV program from a regional brand to enhance a national program brands, the third in September 2011 Jiangsu city channel upgrade from a non-prime-time program brand evening primetime sh
4、ows brand. three times to enhance the brand is a gradual accumulation of layers propulsion process. First, the “upgrade program brand Wanjiadenghuo Program content transformation The Wanjiadenghuo “create a file beginning the culture the pulpit class program. Tab Bing Chengmin raw stance to build in
5、fluence of the guest speakers and topics attractive as a means to” discover the wisdom of life “for the program purpose. Covers all aspects of literary history, health health, marriage and family, archeology, public relations, corporate management, it appears, to some extent, to enhance the taste of
6、 the entire channel program to change the structure of the program audience, but also to enhance the program, the viewing of Channel evening night rate. but this time content is not clear brand identity of Literature today, tomorrow to talk about entrepreneurship, financial management acquired 3stre
7、sses. program did not form inherent connotation of the brand, it is difficult to develop a fixed audience, and thus audience loyalty program concept, with an obvious “I broadcast what the audience see what imprint. Program innovation, columns conducted extensive audience research. In a questionnaire
8、 for the content of the 66% of the survey expressed a strong interest in the health regimen used to broadcast this type of theme, and hope that the program will increase the weight of such themes. the health regimen has broad consumer demand and market potential. To this end, part of the contents re
9、position health regimen, abandoning the other themes in the program formally interact with the audience as guests in our program, with keynote experts. a change directly brought about a substantial increase in the influence of the popular show, the increasing reputation. 2. Broadcast platform upgrad
10、e Thanks to the success of content transformation, become JSBC famous column, but it is still a regional brand program nationwide January .2010, Jiangsu Satellite TV 4introduction the , evening look “a time to become the choice of many viewers. program started after brand in the country, a large num
11、ber of excellent domestic expert resources to be attracted to join in. greatly enhance the quality of the program. enhance the quality of the program and bring a better reputation, gathering more resources China Health Promotion and Education Association and the China Health Education Center (Minist
12、ry of Health public information center to become part of the consultancy unit, the Ministry of Health in charge of Health Promotion and Education Association designated as the TV Media Partners. supported by the health authorities, the expert resources, with the incomparable advantage of similar dom
13、estic programs. the brand upgrade makes part core competitiveness The force would be enhanced and the 5overall operation is the development trend of the virtuous circle. Enhance the quality of the program, the expansion of the brand influence, has also led to a program to extend the industrial devel
14、opment on the basis of two years Copyright gradually improve marketing performance in 2011, the channel proposed “core program content melt program copyright marketing, production and sales of health products, health management services, health, training and education business as one of the “healthy industry chain development ideas that vision Jiangsu provincial government” cultural industry guide funds 100 million first phase of funding. 3. Broadcast period extending Health program content positioning, determine the the audience structure
