The Marketing Road Of Chinese TV Documentary

Recently, a series successful broadcasting TV documentaries, the summer palace, say Yangtze River again, the rise of great nations, have aroused strong response in the society. And the research of the TV documentary has become a hot point, especially about the future trend and marketing of TV documentary.This paper mainly focuses on the Marketing of Chinese TV documentary. The history of the Chinese TV documentary is firstly surveyed, and it is classified into four stages including non-marketing, sprouting, discovery and marketing. Then the problems of the marketing course are drawn, which are the living crisis and producing drawback of the Chinese TV documentary. Furthermore, the marketing requirements are concluded, which include the establishment of the operation mechanism and verifying the creating and producing concepts. Moreover, the experiences are drawn from the successful marketing cases of international famous TV documentaries. Finally, the future expectation of Chinese TV documentary is forecasted.The marketing of TV documentary is discussed with the methods of exemplification, induction and comparison, and explored combined with the field of journalism, communication and marketing. It can provide beneficial guidance for the researchers and employees of related fields.