Brand Building Under Chinese Documentary Dissemination Vision

CCTV’s first food documentary on the tip of the tongue of China\"since launched on May14,2012, won a praise in the international and domestic, created the documentary history new high ratings. Then, after two years, CCTV and immediately launched\"on China’s two on the tip of the tongue\". Through the first brand effect, the tip of the tongue2hot before sowing. Television festival, in cannes, this year the past to negotiate to buy the film’s international producers. The record of Chinese cuisine, film and television works, with camera shows the Chinese people’s plain and rich life, bring us more is hidden behind the food and the Chinese people for a better life yearning and optimistic attitude toward life and the harmony with the natural environment. Enormous influence has given rise to a large number of\"fans\" with the tip of the tongue, then created the documentary\"the tip of the tongue2\" capital week sowing patterns, to make communication effect maximization. It is no exaggeration to say,\"on the tip of the tongue of China\" will be a milestone in the history of Chinese documentaries.Unlike previous documentary,\"on the tip of the tongue of China\" caught eating this and is closely related to the content of life of the people as the cut, and diet, also hold the exhortation from their homes, away from the motherland of the wanderer, go home and reunion, this affection to Chinese the most profound theme, to taste for logical line, connect people, society and natural harmony, in the humanities culture and the protection of China is loss, to carry forward the national culture tradition of China, at the same time, provides reference for the development of China’s future. To the people’s perspective, to humble, warm the heart words, the breakthrough point, combined with close ties to the real life, to the general audience tells a story alive and have experience greatly.So, in the face of dozens or even hundreds of TV program, we how to control the audience in the hands of the remote control? In the face of complex and different subjects of TV content, we how to build core competitiveness, to ensure the stability of the program audience? How to meet the audience’s interest have spread Chinese excellent culture and effective? Just like a trademark, the audience once approval, will form the exist of inertia. Then create a brand, is the only answer to solve the above problem. Documentary is bearing the national cultural soft power, to carry out the important mission for the spread of cross-cultural communication, so the Chinese documentary is urgently needs to improve its connotation, promoting its development, strive to build a documentary with Chinese characteristics.Chinese documentary in the current media environment is still in the primary stage of development, different from the development of foreign documentary is mature, there is a widespread commercial operations of domestic documentary foundation weak, the market pattern survival difficult, theme is the single, hand has not yet been established for documentary viewing habits, so hard to promote the social culture construction. In this paper, the bottleneck of domestic documentary development point of view, put forward the adhere to and the international field of vision of\"nationalization of stick to and international perspective, the spread of multi-channel, industrialization of operation\" four kinds of strategies to promote the industrialization of Chinese documentary development, hoping to provide some references for Chinese documentary can establish oneself in the world.