【Abstract】
From the perspective of media industry management the host is a marketing concept rather than a professional one. We used to take host as a profession, and analyze them from the perspective of the professional skills.
In fact, as the TV host, the key function is to improve media’s cohesive force. With continually pushing on media commercialization, the competition is more and more fierce. In practice, the core means of achieving this goal is to build host brand.
The paper educed current developmental environment of TV hosts from focus of development of the domestic TV hosts. Through branding concept, connotation and character of TV hosts, the article illustrated specific branding strategies for it establishment and some problems in the future process of branding. The study of host branding open a new horizon for TV hosts research, and it is not only meaningful and valuable for professional development but also for media management and marketing.
