An Exploration of Brand Management in Film and Television Enterprises

Yang Chen

GBP Proceedings Series, 2025, vol. 10, 158-163

Abstract: By June 2025, the number of online video users reached 1.085 billion, an increase of 14.9 million compared to December 2024, accounting for 96.7% of the total internet user base. Among these, long-form video users numbered 701 million, representing 62.4% of all internet users; short-form video users reached 1.068 billion, accounting for 95.1% of all internet users; and micro-short drama users totaled 626 million, constituting 55.8% of all internet users. Since Tudou launched its "Miaopai" product in 2012, followed by Kuaishou' s establishment in 2014, Douyin's release in 2018, and Xiaohongshu' s entry into the field in 2019, short videos have undergone over a decade of rapid development, becoming a normalized form of entertainment for audiences. In contrast, film and television works have experienced audience attrition, significantly impacting industry revenues and posing crises for corporate brand development. Film and television productions involve lengthy pre-production cycles, high shooting costs, and complex post-production processes. A two-hour film or TV series is often edited into 3-10-minute short videos for audience consumption, progressively altering viewing habits. In this new media landscape, effective brand building, brand communication, and brand maintenance will become core elements of corporate brand management.

Keywords: film and television enterprises; content; marketing; brand management (search for similar items in EconPapers)
Date: 2025
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