The Theory And Countermeasure Of CCTV Brand Construction

Brand is the result of marketing competition. TV brand is not only the outcome of the inner competition within TV industry in and out of China, but also the outcome of competition between TV industry and other industries. After China entered into the WTO, China's TV industry confronted with more and more drastic marketing competition. CCTV has been adopting brand stratagem to fight against foreign TV media as a representative in China's TV field.Upon practice and theory side, This paper survey the connotation and extension of TV brand, the practical significance of TV brand construction, and the criterion of brand competition power. On the base of following the course of CCTV brand construction, this paper analyze the problem in the course deeply, and present theories and proposal on upgrading CCTV brand, the purpose of which is to facilitate the course of CCTV brand stratagem and to advance the step of becoming international first-class brand.