An Exploratory Research On China's Television Promotion--A Case Study Of CCTV-2

Television, as a necessary tool providing information and entertainment, plays an increasingly important role for people in their daily life. Due to the even harder competition within TV sector, TV media as a whole are now inevitably enduring the same severe competition as occurred for a long time in business environment. It has been becoming a crucial task for TV professionals to make their TV station, channel or program excellent than its counterparts, and thus to win attention from even more audience.Based on the solid quality foundation, TV promotion has been acting as a focal strategy to attract audience, to win popularity, and to raise the levels of their loyalty toward certain TV stations, channels, and programs, as a result, to elevate the brand equity by reminding them constantly. We can see many successful cases by researching this kind of promoting operations occurred in Western countries.By choosing the most representative TV media in China, namely CCTV-2, as a study case, this research project explores the development history of TV promotion in China, and analyses the institutional, conceptual, and technical problems lying in the everyday practice in China's TV field through both qualitative and quantitative research methods. This study also further explores the research topic through theoretical perspectives of marketing, brand management, and Corporate Identity System (CIS). As a conclusion, this author argues that some strategies and specific practical tactics of TV promotion should be taken to survive in the even more turbulent situation for China's TV media.