| ACKNOWLEDGEMENT | 第4-6页 |
| ABSTRACT | 第6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-17页 |
| Chapter I Introduction | 第17-20页 |
| 1.1 Research Backgrounds | 第17-18页 |
| 1.2 Research Objectives | 第18-19页 |
| 1.3 Significance of the Research | 第19页 |
| 1.4 Research Methods | 第19页 |
| 1.5 Main Contents and Logic Structure | 第19-20页 |
| Chapter II Literature Review | 第20-24页 |
| 2.1 Customer-based Brand Equity Theory | 第20-21页 |
| 2.2 Brand Positioning and Marketing Strategy | 第21-22页 |
| 2.3 Brand Strategy of Mass Media | 第22页 |
| 2.4 Influence of New Media Tools on Traditional Media | 第22-24页 |
| Chapter III Case Description | 第24-40页 |
| 3.1 General Introduction to FSTV | 第24-34页 |
| 3.1.1 Historical Development Stages | 第24-26页 |
| 3.1.2 Major Channels, Columns and Projects | 第26-31页 |
| 3.1.3 Host Team of FSTV | 第31-33页 |
| 3.1.4 Documentary Studio of FSTV | 第33-34页 |
| 3.2 Brand Image Building Process of FSTV | 第34-37页 |
| 3.2.1 Initial Stage of FSTV Brand Building | 第34-35页 |
| 3.2.2 Awakening Stage of FSTV Brand building | 第35-36页 |
| 3.2.3 Rapid Development Stage of FSTV Brand Building | 第36-37页 |
| 3.3 Problems of the Brand Building of FSTV | 第37-40页 |
| 3.3.1 Adverse Effects after Integration | 第37页 |
| 3.3.2 Cognitive Bias and Lack of Overall Thinking | 第37-38页 |
| 3.3.3 Insufficient Emphasis on Brand Positioning | 第38页 |
| 3.3.4 Old-Fashioned Modes and Channels of Brand Promotion | 第38-40页 |
| Chapter IV Case Analysis | 第40-56页 |
| 4.1 The Status Quo of China’s Prefecture-level TV Stations | 第40-44页 |
| 4.1.1 Dilemmas Facing China’s Prefecture-level TV Stations | 第40-41页 |
| 4.1.2 Competitive Landscape of Prefecture-level TV Stations | 第41-43页 |
| 4.1.3 Profit-generating Conditions of Prefecture-level TV Stations | 第43-44页 |
| 4.2 Analysis of Target Groups of FSTV (Audiences) | 第44-45页 |
| 4.3 Analysis of Competition of FSTV | 第45-48页 |
| 4.3.1 Competition with TV Stations at Other Levels | 第45-47页 |
| 4.3.2 Competition against Other Local Media | 第47-48页 |
| 4.3.3 Competition against New Media | 第48页 |
| 4.4 Evaluations of Brand Image of FSTV | 第48-53页 |
| 4.4.1 Brand Awareness of FSTV | 第49-51页 |
| 4.4.2 Social Image of FSTV | 第51页 |
| 4.4.3 Brand Loyalty of FSTV | 第51-52页 |
| 4.4.4 FSTV’s Self-assessment on Its Brand Image | 第52-53页 |
| 4.5 Analysis on Brand Positioning of FSTV | 第53-56页 |
| 4.5.1 Highlight Down-to-Earth Local Culture | 第53页 |
| 4.5.2 Promote Public Service and Undertake Social Responsibilities | 第53页 |
| 4.5.3 Build a Bridge to Deliver the Voice of the Party and Government | 第53-54页 |
| 4.5.4 A Media Platform for Promoting Brands | 第54-55页 |
| 4.5.5 Innovate the Platform and Build Omnimedia | 第55-56页 |
| Chapter V Suggestions | 第56-66页 |
| 5.1 Foster Brand Awareness of the Staff | 第56页 |
| 5.2 Dynamic Brand Positioning of the FSTV | 第56-58页 |
| 5.3 Build an Authoritative and Responsible Image | 第58-59页 |
| 5.4 Establish Comprehensive System | 第59-60页 |
| 5.5 Highlight Distinctive Projects | 第60-64页 |
| 5.5.1 Foshan 50-KM Hiking | 第61-62页 |
| 5.5.2 Miss Zhujiang Pageant and Environmental Protection Tour | 第62-64页 |
| 5.6 Build the Image of Broadcasters, Hosts and Hostesses Elaborately | 第64页 |
| 5.7 Make Use of New Media to Strengthen Brand Image | 第64-66页 |
| Chapter VI Conclusions and Enlightenments | 第66-69页 |
| 6.1 Main Conclusions of the Thesis | 第66-67页 |
| 6.2 Management Enlightenments | 第67页 |
| 6.3 Deficiencies and Future Research Directions of the Thesis | 第67-69页 |
| Reference | 第69-71页 |
| Appendix | 第71-75页 |
