Brand Strategy Analysis Of CCTV-News From The Perspective Of Media Ecology

Having an international influential News TV channel is the symbol of a strong TVmedia and is the reflection of a country’s soft power. CCTV-News, as the onlyprofessional nationwide News TV channel, is an important medium for thecommunication between China and the world. It is searching the right way to buildingits own brand all the time. In this thesis, we are going to exploring ways of structuringthe strategies of News TV brand building and how to adapt to the whole mediaecological environment by analyzing the successful international News TV channels,e.g. CNN, BBC and PHTV.In this thesis, there is a brand strategy comparison between international News TVchannel and CCTV-News. Integrating of theory with practice is the key to analyzeoverall. Media ecology, the audience theory, Brand theory are the theory supports of thisresearch, and the research discusses three aspects: the main condition of CCTV-News,inside and outside media ecological environment, and the brand strategy of a TVchannel. The more we know the reality of CCTV-News brand building, the more we getthe experiences from the international News channels, the better we will do. On thebasic of summarizing the experiences of formerly dependent studies, it is possible toimprove the international influence and the brand value of CCTV-News.The study background of this thesis is media ecological environment, and themodel is CCTV-News, moreover we use brand building dependent studies as thinkingparadigm, combining the qualitative analysis and quantitative evaluation as studymethod. And also there are communication theories, such as, audience research, mediageneral theory, political system, which can be used to integrate with TV news channelbrand development.