In May14,2012, a seven-episode television documentary "A Bite of China" is produced by CCTV record channels and broadcasted with widely popular on TV. It has created a high rating of documentary records. This documentary film about Chinese cuisine talks about the rustic life of the ordinary people by lens quietly. With CCTV rolling broadcast and network timely feedback,"A Bite of China" has become one of the most loved TV works in the audience.With traditional documentary, the difference is that "A Bite of China" seizes the most profound theme in the feelings of people. It is diet. This documentary brings the audience a visual feast and records the profound Chinese food culture. It is lack of boring narratives and gets away from the social or political topic, it is more concern about the ordinary people. This is a successful attempt to build the brand of Chinese documentary.Today the television industry has already entered the brand era. No one doubts the importance of brand about TV. The documentary also need brand strategy. The documentary is charged with the important mission to enhance national cultural soft power. So Chinese documentary need improve its meaning, promote its development, and strive to construct a documentary with Chinese characteristics urgently.Compared to the thriving of the foreign documentaries development, China documentary is in marginalized position in the current media environment. In this paper, based on the documentary brand building effectiveness and bottlenecks, we can take four strategies to promote the development of Chinese documentary. It is nationalization of the stick, international perspective and multi-channel communication, industrialization of the operation. This can provide some references for Chinese documentary to the brand of the road... |