The Research On CCTV News Channel's Brand-building

In this paper, Taking China Central Television News Channel as research objective, systematic and comprehensive analyses of the brand-building process of CCTV News Channel are done. First of all, more than five years' brand building processes are illustrated. Then, in contrast to other major domestic and foreign news channels on the basis of brand building, advantages and disadvantages of CCTV News Channel are found out. Further more, some suggestions on how CCTV News Channel to build up strong branding and increasing international influences are made.The core of the paper is the brand-building of CCTV News Channel, therefore, brand management-related theories in management studies are introduced to make a systematic analysis of the research objective, and also, some audience and communication effect theories in journalism studies are used as the theoretical basis for this research.In fact, brand-building is the process of accumulating brand equity. The famous master of studying brand theories, David A. Aaker divided the brand equity into several categories, on the basis of which he put forward a brand identity system. Based on the brand recognition system developing from the basic Dentsu cellular model, this paper intends to set up a CCTV News Channel cellular mode, and to separately Analyze its dynamic process of channel positioning, content construction, channel packaging and overall operation, which is a historical and longitudinal analysis.On the basis of an analysis of its own brand building process of CCTV News Channel, and horizontal comparison to other news channel better in their operation, some inadequacies in CCTV News Channel brand-building are found, such as incompletion definition of its core value, limited influences of its brand programs, weak overall packaging of its image, limited integration of resources and channel management.In view of this, If CCTV News Channel aims to build a really strong brand, and to strengthen its international reputation and influences, efforts should be made as follows:Further define the core concept of the Channel, and to strengthen its international positioning; Strengthen selection and cultivation of first-class talents, and make full use of the idol effect of famous hosts and reporters; Innovate the contents and forms of programs, and enhance the channel's "blood-producing" function;Further integrate various resources, to maximize the effectiveness of the overall channel;On the basis of brand maintenance, try brand extension in an appropriate way to expand its influence and enhance brand value.