The Research On Chinese Lecture Column Taking "Lecture Room" Of CCTV As A Case

Taking Chinese lecture column as research objective and "Lecture Room" of CCTV-10 as a case, this thesis systematically analyzes the characteristic and the brand management of "Lecture Room" and reveals the rule of communication behind a successful lecture column. Additionally, Basing on the case study, this research proposes consideration on the innovation and development of the entire lecture column."Lecture Room" drives the lecture column to spring up and consequently start an upsurge.Using previous research results for reference, in addition to make a definition for lecture column, a review has also been carried out on its development process. Combined with the background of society cultural and the changes of medium environment, this thesis explores the driving force behind the column evolution as well as the value and significance of the flourish of such kind of column.Under the instruction of the correlation theories of Journalism and Communiation, this thesis has explained the growth and evolvement of "Lecture Room" in detail from three aspects in terms of the program content position, the audiences position and the program expression form. Moreover, its column characteristic and the brand management also have been analyzed. It is pointed out that "Lecture Room" had already made many breakthroughs, and depend on own resources to carry on the brand management. It has provided a model for painting for the development of the lecture column in China.Basing on the overall analysis to "Lecture Room", refering to other similar mature columns, this thesis have carried on the longitudinal comparison and analyzed the present situation of the lecture column. It has proposed the innovation and development strategy in view of common problems. The problems are: the competion for speaker resources; the blindness and redundance in selected topic; the inanimate form and superficial interaction, and the simplex profit pattern.Results illuminated that the innovation of the lecture column should achieve: Variation localization, variation competition; Every column seeks and makes own core competitiveness; Further strengthens with audiences interaction; Uses own resources fully and lets the source material rise in value; extends the industrial value chain, and develops the new media service diligently.