Rebranding of A Chinese Movie Channel in Taiwan – The Case Study of Star Chinese Movies of Fox International Channels

• Main Authors: Victoria Qian-Rui Ho, 何芊叡
• Other Authors: Dr. Kit Lam
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/9f9z56

碩士 === 文藻外語大學 === 創意藝術產業研究所 === 101 === As the professional level and production maturity of channels in Taiwan have been increasingly improving, the viewers can receive programs not only through previous broadcast and cable channels, but also via HD channels, MOD STB (Set Top Box), the Internet and smart phones. In order to gain attention from the viewers in this intense market competition and to fulfill the needs of viewers, television channels should pay attention not only to previously acknowledged program positioning and market segmentation, but also to the overall visual design packaging on television screen (known as layout in Taiwan), as well as to the importance of brand building for the channel. These efforts are made so as to build a unique and clear brand identity in this ever-changing era, to outperform competitors, and to become a leading channel. This case study aims to explore the various brand building strategies of Star Chinese Movies Channel, one of the FOX International Channels in Taiwan. First, it will investigate the channel’s overall visual design packaging on the screen through the theoretical lens of Fumi Sasada. Second, the study will apply David Aaker’s concept of “Global Brand Management System” to analyze the brand-building strategies of Star Chinese Movies Channel.