ABSTRACT

As the main representation of mass culture， television has trapped into the dilemma between culture and commerce. Therefore，it is just staring to us in the face to construct television brand scientifically. Not only will we lost the future of television but also the voice of culture， if we cannot stride across the obstacles rationally. Trough the construction of television brand based on the guidance of audience，we will build up the key value of television brand ， construct the information narration system in the public domain，and carry out the ecological balance of television. The main issue studied in the essay is that，in the dilemma of culture and commerce ， television how to go along with the brand construction and how to deal with the subtle relation with the audience.

The central conclusions have been reached in the research as followings ：

First，the real connotation of television brand consists in the close relation and the profound experience between itself and the audience. Essentially speaking， this connotation is so abstract and immaterial. From the aspect of specific fashion，the formation of television brand has to pass through five courses and then come forth the intersection and circulation，that is，program brand，subject brand，channel brand，television station brand and spirit brand.

Secondly，television can have a psychological influence on the audience， which essentially comes into being the common acquiescence from the audience on television. Commercialization has led to the dissimila—tion of television culture，and the audience turn into the state of anxiety， forfeiture of self—determination and effect of disengagement of the body， trap into the dilemma and come forth the ecological imbalance of television easily. As a manner and a method，the construction of television brand can not only make television break through， but make television develop continually.

Thirdly，the relation between television brand and the audience is the base of construction of television brand. Due to the irrational television demand in the mass consumption society，in the choice of television brand，the psychology and action of the audience，for example，loyalty of television brand， conversion of television brand and adoration of television brand，has changed greater than ever.

Fourthly， the main influential factors on the decision — making of television brand are the motivation of choice，consciousness ，memory and attitude. The construction of television brand efficiently can be reached by building the fluent communication course of television brand，smoothing away the communication obstacles of television brand and evaluating the communication effect of television brand.

Fifthly，five key elements should be considered in the construction of television brand in the dilemma between culture and commerce，that is，television products，audience，symbolized scene，orientation and key value，and ten important processes should be experienced. During the construction five aspects have to be taken into account emphatically，which are lifecycle of brand，key value of brand，narration of brand，orientation of brand and extension of brand.

Sixthly， narration of television brand is the conjunction in the system of culture，commerce and the audience. As an efficient narration of television brand，five facts should be thought over， they are，plot，personage，subject，scene，effect. In the course of narration audience is an active principle part all the time.

Key words：Television， Audience，Television brand，dilemma， Construction，Key value，Narration.