| It has been five years since CCTV-NEWS started on July 1st,2003. During these five years, CCTV-news channel has been exploring the road of brand according to its own characteristics continuously, implementing the brand strategy actively, and succeeding in raising the domestic and international influence. However, there must be a clear understanding that there is still a large gap between CCTV-news and the international news channel. CCTV-news has a long way to go before achieves its grand aim in its opening speech made by "with the world, with the times".There are a number of defects of CCTV news brands. This paper is comparing the brand strategy of CCTV-news with CNN, analyzing the weak point of CCTV-news, and corresponding countermeasures, from the different perspectives of Journalism, Communication and Marketing, in order to do something for exploring the road of television news channel with Chinese characteristics. CNN is not only the first 24-hour news broadcasting channel, but also the news channel with the greatest influence. CNN has been far-reaching effects on later television news channel not only in management but also in the actual operation. So, the successful experience of CNN has a lot of positive factors to be learned.The first chapter is dealing with the research background, objectives, significance and research methods about this paper.The second chapter is dealing with the background of implementation of CCTV-news brand strategy, including the reasons of CCTV-news for the implementation of brand strategy and the nearly six years'exploration of the channel brand.The third chapter is comparing the brand strategy of CNN and CCTV-news from three perspectives of channel brand positioning, channel branding and channel brand maintenance, and finding out the weak points of CCTV-news.The last chapter is putting forward the suggestions about the future development of CCTV-news brands according to its weak points, and making consideration of exploring the road of television news channel with Chinese characteristics.Because of China's national conditions and the specificity of Chinese media development, it is not wise to copy the CNN's successful experience totally. Making good use of its essence and getting rid of its dross is the point that CCTV-news should learn. |
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