Research On Brand Construction Of CCTV Record Channel

2011 was a significant year in the development of Chinese documentaries, this year, China’s only national professional record channel- CCTV record channel established, the establishment of the channel, reflecting the national attention on the documentary industry, brings a new opportunity and motivation to the narrow, slowly developed market of documentary. The identity of the national professional CCTV channel makes the channel has the advantage of covering the whole country, a broad audiences base ensure that the documentary is no longer a media products of minority; at the same time, signal propagation to overseas led Chinese-made documentary abroad, began to integrate into the international documentary market. From 2005, CCTV began to exercise the strategy of "professional channel brand", therefore, in the preparatory period of CCTV record channel, it established a "brand" as the goal of development, and actively carry out the channel brand building program.When cultivating the brand of the channel, CCTV record channel’s accurately brand positioning and philosophy, vision, behavior recognition system as well as three brand channel product, set the record channel unique brand personality and brand image and lay a solid foundation; When popularize the brand of the channel, the advertising in the local market and the brand communication abroad, further deepened the CCTV record channel’s brand image in the minds of audiences at home and abroad, and the two-way horizontal and vertical brand extension, expand the record channel brand’s influence in the field of non-TV, effectively increasing the channel brand awareness and reputation. However, brand building of a TV channel can’t be complete immediately, we need to constantly explore ways for the development of their own channels, the excellent experience of the channel “CCTV record” in brand building should be learned by other record channels, meanwhile, the problems exist in the brand building process of the channel, also need the relevant channels and the entire Chinese documentary industry to be concerned about.By summarizing and comparing, the CCTV record channel has following problems: First, the content of the subject has certain limitations; Second, the production mechanism is not perfect; Third, simplification of the profit model; Fourth, the lack of audiences’ interaction. To avoid these problems in the future’s development, to promote the upgrading of channel brand’s influence, CCTV record channel can be improved from several aspects: First, to strengthen the management of the professionals; Second, pay attention to brand maintenance; Third, strengthen brand extension efforts; Fourth, carry out the strategy of brand “localization”; Fifth, build brand crisis management mechanism.