Research On CCTV National Brand Plan

As the internet and social media appear,the powerful external competition intensified declining trend of traditional media.Facing with the operation pressure,CCTV issued CCTV National Brand Plan in 2016 combining with its own advantageous resources after profoundly learning about the demands of corporate customers.Starting from the spirit programme of “advertising and publicity should also be oriented” proposed by General Secretary Xi Jinping,CCTV National Brand Plan showed the consciousness and introspection of national TV station according to key national promoted policies such as Targeted Poverty Alleviation and Three Transformations.In addition,under the marketization operation,business programs generated huge profits,which relieved the operational pressure of CCTV to a certain degree.However,during the development of CCTV National Brand Plan,because of the particularity of the executive subject,two identifies(including national public institution undertaking cultural communication function and media group of market chain)have irreconcilable contradictions,and are gradually exposed during development.CCTV National Brand Plan lacks of complete standard system and is over marketization in operation,thus its gold content and justice are questioned by the public.Moreover,after “The Event of HongMao Medicated Wine”,the problems of CCTV National Brand Plan was thoroughly broke out.Eventually,under the written order of State Administration for Market Regulation,its operation was temporarily closed.Under the background of showing initial declining of traditional media,CCTV National Brand Plan remolded the value of Chinese TV media,changed the business structure of media resource,and performed the obligations and social responsibilities of media opinion orientation to a certain degree.For CCTV,the new operation mode directly drove the sales of its advertising resources,and meanwhile,this creating thought also provided experience references for other media,the famous media such as the Xinhua News Agency and People's Daily followed its steps and launched benchmarking projects according to their own advantages.In addition,CCTV National Brand Plan also opened the new paradigm of the cooperation between media and enterprises,updated the previous enterprise advertising into the comprehensive brand building,and in this process,enterprises are no longer only the “Advertiser”,but also “Cooperator” and “Participator” of the project.For the country,the appearance and development CCTV National Brand Plan enlighten the government to develop and promote brand economy,in the future,the country can tell good stories about Chinese brand in virtue of the media,leading a batch of brilliant self-owned brands to go to the world.On the other hand,CCTV National Brand Plan is alleged illegal and ordered to be interviewed by State Administration for Market Rgulation,which alerts China Media Group and other media to avoid the similar situation in their future work as far as possible.Meanwhile,the related departments should also focus on and alert the problems such as “offside” and “lack of clear framework structure” during the development of CCTV National Brand Plan.