Study Section Brand CCTV Chinese International Channel Culture Class

CCTV-4is a comprehensive channel. It takes the Chinese, overseas Chinese and thecompatriots from the Hong Kong, Macao and Tai Wan as the target audiences.”the heritageof Chinese civilization, serve the global Chinese” is the tenet of the CCTV-4. The culturalcolumn of the CCTV-4is main as the way to display Chinese excellent civilization of culture,art and history to the Chinese, overseas Chinese and the compatriots from the Hong Kong,Macao and Tai Wan. So, CCTV-4is not only a Chinese channel that faces to Chinese andoverseas Chinese audience, it also is an important window and platform for Chinese andoverseas Chinese audience to study and understand Chinese culture.China is not only a big country in the world, as the rising country, the development ofChina have become increasingly subject to the attention of the world. China should not onlyrise in economic, cultural communication also should be raised. On the large stage of theworld, china should pay more attention to international communication, pay more attention tothe output of the native culture. However, in order to spread Chinese culture, to showpowerful Chinese cultural image of the country, CCTV-4as the important platform forChinese culture communication with the world, should pay more attention on the brandbuilding and maintenance of the cultural column. It will not only keep and promote thecultural column’s brand of the CCTV-4. In this way, it will show the long history of Chinesecivilization, and make the world better understanding of china and Chinese culture. It alsowill play an important role on building a good national image.In this paper, it focus on the cultural column of the CCTV-4as the object of study. It willsummarize the brand’s development of the cultural column of the CCTV-4by using thetheory of the Brand Studies and the theory of the Communication Studies. And the classiccases of t cultural column of the CCTV-4will be analysis. The core of this thesis is themaintenance and the Brand’s further building of Cultural column of the CCTV-4. Theadvantages and disadvantages of the cultural column of the CCTV-4will be found in thepaper. And it will propose some good advices to the cultural column’s Brand Maintenanceand the Brand building of the CCTV-4. This will better reflect the cultural column of theCCTV-4brand development demand. And It has a great significance to strengthen thecommunication status of the cultural column of the CCTV-4.