| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-17页 |
| Chapter One: Introduction | 第17-26页 |
| 1.1 The social and industrial background of the study | 第17-19页 |
| 1.2 The purpose and significance of the study | 第19-23页 |
| 1.2.1 Greater social benefits | 第21页 |
| 1.2.2 Greater economic benefits | 第21-22页 |
| 1.2.3 Make the brand effect continue to stack | 第22-23页 |
| 1.3 Research framework and methods | 第23-25页 |
| 1.4 Logical construction of the paper | 第25-26页 |
| Chapter Two: Literature Review | 第26-37页 |
| 2.1 Status quo of foreign research | 第26-28页 |
| 2.2 Status quo of domestic research | 第28-30页 |
| 2.3 The concept of brand | 第30-33页 |
| 2.3.1 The connotation of TV column branding | 第31-33页 |
| 2.4 The characteristics of TV column branding | 第33-35页 |
| 2.4.1 Strong social attribute | 第33-34页 |
| 2.4.2 Weak brand stability | 第34页 |
| 2.4.3 Strong regional characteristics | 第34-35页 |
| 2.5 The connotation of brand positioning | 第35-37页 |
| Chapter Three: Case Description | 第37-48页 |
| 3.1 Televised documentary "Business Legends in Shunde" | 第37-43页 |
| 3.1.1 Regional Environment of the case | 第38-40页 |
| 3.1.2 Program Content of the case | 第40页 |
| 3.1.3 Audiences of the case | 第40-43页 |
| 3.2 Brand positioning strategies | 第43-46页 |
| 3.2.1 Feature positioning | 第44-45页 |
| 3.2.2 Audience positioning | 第45页 |
| 3.2.3 Regional positioning | 第45-46页 |
| 3.3 The existing problems in the process of branding of the case | 第46-48页 |
| 3.3.1 Instability of the quality and ratings | 第46页 |
| 3.3.2 Lack of audience interaction | 第46-47页 |
| 3.3.3 Low marketing conversion rates | 第47-48页 |
| Chapter Four: The adjustments of branding strategy of the case | 第48-64页 |
| 4.1 Reasons behind the branding problems | 第48-50页 |
| 4.1.1 Fuzziness brand positioning | 第48页 |
| 4.1.2 Unsuitable transmission path | 第48-49页 |
| 4.1.3 Unreasonable use of program resources | 第49-50页 |
| 4.2 Brand positioning strategy adjustments of the column | 第50-53页 |
| 4.2.1 Feature positioning: making broadcast content accurate and unique | 第50-51页 |
| 4.2.2 Feature positioning: Scheming series reports on the same theme | 第51-52页 |
| 4.2.3 Feature positioning: Deep excavate local feature by leveraging big shot | 第52-53页 |
| 4.3 Brand maintenance strategy adjustments of the column | 第53-59页 |
| 4.3.1 "TV +": pulling down the wall between television and new media | 第53-56页 |
| 4.3.2 Improving service and create operating circles | 第56-57页 |
| 4.3.3 Restructuring staff structure | 第57-59页 |
| 4.4 Brand extension strategy adjustments of the column | 第59-64页 |
| 4.4.1 The significance of TV brand extension | 第59-60页 |
| 4.4.2 The specific way of TV brand extension | 第60-64页 |
| Chapter Five: The effect assessment for branding of the column | 第64-77页 |
| 5.1 The content and data of Audience questionnaire | 第64-67页 |
| 5.2 The contents and data of the questionnaires filled by association members | 第67-68页 |
| 5.3 Analysis of the results about the questionnaires | 第68-74页 |
| 5.4 Analysis on the branding implementation of the case | 第74-75页 |
| 5.5 Proposals for future development of TV column’s branding strategy | 第75-77页 |
| 5.5.1 Collecting big data of the target audience to build feedback mechanism | 第75页 |
| 5.5.2 Adhering to emphasize the significance of content | 第75-76页 |
| 5.5.3 Exploring the resource integration of the value chain of TV industry | 第76-77页 |
| Chapter Six: Conclusion and Prospect | 第77-79页 |
| 6.1 Conclusions | 第77-78页 |
| 6.2 Research prospect | 第78页 |
| 6.3 Research limitations | 第78-79页 |
| REFERENCES | 第79-80页 |
