A Research On The Ways In Which CCTV-5 Can Help Companies Raise Their Brand And Product Awareness

At the increasingly competitive market today, product homogeneity issue is getting more serious than ever before, which explains why many companies were in hurry to put brand-building on their development agenda. Moreover, people are paying significant amount of attention to the term "sports" due to the raising influence that it has caused, one classic example is "sports media", the disseminator of sports information. Many enterprises wish to expand their branding by borrowing the power of sports media. Sports TV is one particular type of sports media with certain advantages, therefore as the China's state broadcaster, CCTV sports channel (namely CCTV-5) is the prime leader among many other domestic sports TV of the media industry.This study has implemented document literature, observation, interviews, case studies and other research methods to illustrate the Chinese sports TV as a media and general information of CCTV-5, which underlies the marketing activities conducted by enterprises. The study is also focusing on "how to expand corporate branding through CCTV-5 platform" using existing resources such as sporting events, sporting programs, advertising banners etc.The study has implied the following conclusions:1.In order to promote branding, enterprises normally establish cooperation with CCTV-5 in the practical ways of overall image of packaging, brand implantation of news program event, column program event, special program event and sporting program event, customized services and advertising banners etc.2. In China, CCTV-5 is a superior media platform with the most premium sporting competition resources, extensive group of TV audiences, most influential social effects, most promising branding result, which simply means it is the best choice.3. Sporting program events provide a wide range of ways for promotion as sporting resources take up more than half of its broadcast hours. Furthermore, promotional concepts can also be created upon the elements of athlete, clues, teams and event facilities etc.4. Customized services set the best trend as it initialized from the standpoint of customer which maximize the desire of enterprises and combine the ideas in a perfect way, this distinctive characteristics attracts more and more business.5. The CCTV-5 overall image of packaging plays more significant role than ever due to the key elements of TV presenters, guests, journalists etc. The more growing popularity of CCTV-5 goes onward, the more core values it would generate.This article aims to provide reference to those wish to enhance branding through CCTV-5 platform. We believe that more and more enterprises will establish partnership with CCTV-5 for a brighter future, along with the expanding range that the service offers.