THE STUDY IN BRANDIZED PROGRAMS OF CHINESE TELEVISION OF ENTERTAINMENT AND LITERACY
---SET A COMPARISON OF <KAI XIN CI DIAN> AND <HUAN LE ZHONG GUO XING> AS AN EXAMPLE
ABSTRACT: With the deeper development of china media industry, programs of chinese television of entertainment and literacy have been a more fierce battle in television station, in the core form of viewing rate. This passage sets <kai xin ci dian> and <huan le zhong guo xing> as examples in Brand Marketing Strategy、Host Brand and Brand Extension Strategy which had made achievements in brand-building, analyses, the other ones can use their differences for reference, meanwhile, we can also find some shortages. So,we should build our image in a more scientific way, connect the diversified linkman brand with the stretched brand which has their own properties in the base of intact brand marketing policies , opening up new platforms to live. To divide their market more scientific, make the programs in a precise position, enhance the creative capacity of programs. Thus, can make their viewing rate going up .Finally, he or she will win the game.It does good use in the whole operation of programs of entertainment and literacy.
Key words: Programs of entertainment and literacy; brand building; linkman;creative capacity;brand exrention; viewing rate