The Brand Strategies of PTS Program in Digital Age-The Case Study of "Life Story"

• Main Authors: Lu, Jo-Mei, 呂若梅
• Other Authors: 胡元輝
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/38511135589704821568

碩士 === 國立中正大學 === 電訊傳播研究所 === 102 === 　　Media industry and market have a fundamental change, and they make the brand strategy become an important management in the media industry. However, the complex political and economic environment make PTS into a difficult situation, so it’s necessary to build an effective brand strategy to face the inner and outer changes in the media environment. The purpose of this study was based on the brand management from different public televisions and programs, then investigated whether PTS could use “Life Story” to build its own program brand strategy or not. Moreover, this study use intensive interviews and focus group to get the feedback from organization and audience in order to figure out the competitive advantages of PTS, and develop a clear program brand strategy in the future. 　　The study found that there is a cognitive gap between the program brand identity from organization and the program brand image from audiences. The finding shows that manager and planners didn’t have an appropriate and complete brand strategy for the program to promote and development. Therefore, the following is the recommendations to fix these gaps. First, the organization and employees need to strengthen their brand awareness and adopt a new cross-media brand management strategy for each program. Second, the unique characteristics and play of “Life Story” can break the existing image from PTS, and create a new image for it, so PTS can develop another strategy management.