Under the background of the brand strategy has risen to the national strategy, as a major innovation in the media field, the “National Brand Plan” has achieved a double harvest of social and economic benefits after its launch, which is highly concerned by all sectors of society.
On June 6th, the “National Brand Plan” Innovation Symposium was held at Communication University of China. Chen Wenshen, Party Secretary of the Communication University of China, Zhang Ximing, Member of the Standing Committee of the Qinghai Provincial Party Committee, Propaganda Department, Zhang Guitian, Academician of the Chinese Academy of Engineering, and Liu Daoqiang, President of the Huaqiang Fangte Group, Nanjing Finance Qiao Jun, Vice President of the University, Xiong De, Director of Press Liaison Office, Chinese Academy of Sciences Science Communications Department Ding Junjie, Dean of School of Advertising, Communication University of China, Deputy Inspector of Beijing Municipal Party Committee Propaganda Department, Director of Beijing Cultural and Creative Industry Promotion Center, Mei Song, Senior Reporter, People's Daily "Internal Reference" Yin Zhibo, former editor-in-chief, deputy director of Beijing International Design Week Organizing Committee Office, Zeng Hui, director of Beijing Gehua Creative Design Center, Xie Jianjun, chairman of East Road Brands Creative Group Co., Ltd., director of the Department of Liberal Arts Research, Communication University of China He Yan, editor-in-chief of Modern Communications, researcher at the National Space Science Center, Chinese Academy of Sciences, Wu Ji, head of the Space Science Pioneer of the Chinese Academy of Sciences, Editor of the Reading and Media column of Xinhua Digest Magazine, and Liu Yonghong, associate editor, CCTV advertising operations Ren Xuean, director of the management center, attended the meeting. Faculty of Journalism and Communication Minister of State Communication University High Xiaohong chaired the meeting.
The theme of the seminar was 'Mission and Responsibility'. The impact of the 'National Brand Plan' on corporate, cultural, economic and social aspects was explored. It was explored how to extend the dissemination of the 'National Brand Plan' and cultivate the nation in all aspects. A group of brands that can represent national productivity, consumption power and creativity, how to further tell the story of Chinese brands, and generate strategic influence on brands such as international influence.
Chen Wenshen, secretary of the Party Committee of Communication University of China, addressed the meeting. He said that since the 19th National Congress of the Communist Party of China, under the guidance of the socialist ideas of Chinese characteristics in the new era of Xi Jinping, media integration has been further promoted, cultural creativity has flourished, and brand communication has ushered in new The government, academic circles, and industry how to build a platform around the central work of the party and the country and gather strengths to jointly promote 'the transformation of manufacturing from China to China, the transformation of China's speed to quality in China, and the transformation of Chinese products into Chinese brands' to become a new era. The important mission entrusted to us is: With the continuous improvement of China’s overall strength and soft power, it is imperative to increase the popularity and reputation of Chinese brands on the world stage. The “national brand plan” launched by CCTV since 2017 has not only achieved The double harvest of economic and social benefits has won the reputation of the masses, and has also attracted the attention of the relevant academic circles and the industry. As an institution closely linked with the media industry, the Communication University of China is very willing to give full play to its own professional advantages, build interdisciplinary, cross-border Exchange platform in the field, working hand in hand with the community to create China Color national brand with international influence to contribute.
Gao Xiaohong, Minister of Journalism and Communication of Communication University of China, presided over the meeting.
Ren Xuean, Director of CCTV Advertising Management Center, introduced the birth background and basic conditions of the “National Brand Plan.” The CCTV 'National Brand Plan' consists of three projects, including the 'Advertisement for Accurate Poverty Alleviation' project and 'National Major Strategic Project Brand Communication'. The project, as well as the 'China brand upgrade service' project, Trinity, constitutes a brand service program supported by the concept of public welfare.
Over the past year or so, the 'Advertisement for Alleviation of Poverty Alleviation' project has broadcast ads for 22 kinds of agricultural products in Guizhou, Ningxia, Qinghai, and Yunnan provinces in 2017 for free, and directly benefited 382,000 poor households with more than 1.12 million. People, this year has expanded to 8 provinces and regions including Hunan, Xinjiang, Guizhou, Shaanxi, Chongqing, Fujian, Ningxia and Qinghai. 46 kinds of agricultural products will be broadcast on CCTV's eight channels for one month. It is expected to be broadcast throughout the year in 2018. The value of screen resources will reach about 10 billion yuan. After the project 'National Major Strategic Engineering Brand Communication' was broadcast, the sixth institute of China Aerospace Science and Technology Group, the Shenzhen Huada Life Science Research Institute and other relevant departments expressed their thanks and commended them. After more than a year of practice, the effect of 'product and product integration' was significant. Huawei's mobile phone shipments in the first quarter of 2018 increased by more than 50% year-on-year. BYD's car sales in the first quarter of 2018 increased by 227% year-on-year. Become the first brand of high-end home appliances in China. The market share of high-end drum washing machines reached 69.2%.
Today I hope to hear your insights and help us work together to improve the 'national branding plan' so that it can truly help China achieve 'three' while realizing the 'Advertising and advocacy-oriented' requirements put forward by General Secretary Xi Jinping. A great process of transformation'.
Zhang Ximing, member of the Standing Committee of the Qinghai Provincial Party Committee and Propaganda Department, stated that the 'National Brand Plan' is a successful practice in which the Central Media has served the country’s overall situation in recent years to demonstrate its communication capabilities. It is a major innovation in the field of news media in China and it has become a media industry in China. A compelling brand. Qinghai had the privilege to be a beneficiary of the “National Brand Plan-Advertisement for Poverty Alleviation” program earlier. It shared three points: First, the 'Advertisement for Poverty Alleviation' theme, small incisions, and the province of Qinghai. Accurate and accurate, social attention, and market awareness are all focused and accurate. We can use the strong credibility, influence and communication power of the central media to boost the fight against poverty in the vast western regions of our country, including Qinghai. The second is the selection of projects. After the implementation, the promotion of industries in Qinghai minority areas and poverty-stricken areas to bring about poverty alleviation and increase in wealth for the poor have produced many positive benefits. The third is that 'advertising for poverty alleviation' has produced a multi-faceted linkage effect, expanding and extending poverty alleviation. Channels and paths.
CCTV can provide high-quality media resources free of charge to help poor areas to develop industries to become rich. This has innovative and leading significance in the media industry in China. It can further study how to promote more follow-up media between the media and developed provinces and cities. Intensively study and publicize and implement the general practice of the Party Secretary's major requirements for poverty alleviation and tackling to further reflect the political responsibilities of the socialist journalism, social responsibilities and missions, and demonstrate the media as the center of the people and always put the social benefits in the first place. 'Adaptive Poverty Alleviation' is highly compatible with the national strategy. It is closely integrated with the current work of the center and establishes a benchmark for 'Advertising should also be oriented.' Not only is CCTV's advertising business strategy breakthroughs and innovations, but more importantly, it promotes advertising. The positive interaction between information and news information has enhanced the overall credibility and authority of CCTV as a central media, and expanded its dissemination and influence. This can be further studied to further analyze the overall relationship between advertising information and news information. The internal mechanism provides new ideas for improving the media's communication and influence.
In short, the CCTV 'National Brand Plan-Advertisement for Poverty Alleviation' project has done a good job for the people of Qinghai Province. The fact is that the upgraded version of the current project in Qinghai is also coming soon. I believe that through this high-end seminar, experts and scholars will help The brand plan's road has become wider and wider. It has promoted accurate advertising for the benefit of the poor to benefit more poor areas, benefited more poor people, and became the Huimin brand and popular project of the Chinese media.
Zhang Guitian, an academician of the Chinese Academy of Engineering, stated that the public advertisement for the national strategic engineering project for liquid oxygen and kerosene rocket engines, which was planned and planned by the CCTV Advertising Management Center, was broadcasted on various channels of CCTV. This is a display of China’s aerospace achievements on the screens of thousands of households in the form of public service advertisements. The current brand strategy has risen to become an important national economic strategy. As the mainstream media, CCTV is an important platform for China to understand the world and the world understands China. It is the national team and the main force. CCTV's advertising management center focuses its lens on China’s key areas. Great achievements and innovations have been made. The company's “National Brand Plan” public service advertisements have been carefully crafted, and innovative advertising forms have been used to establish a core value of advocating science for the people, rewarding national trust with achievements, answering national expectations with facts, and disseminating responses to national self-confidence. The majestic power to realize the great rejuvenation of the nation. After the broadcast of public service ads, it has evoked enthusiastic responses within and outside the aerospace system, Shaanxi Province, Xi’an City, and even the entire society. The Central Military Commission’s Equipment Development Department, National Defense Science and Technology Bureau, China Aerospace Science and Technology Group Limited Leaders of companies, such as party groups, are different On occasion, this advertisement was appreciated in different ways. Thanks again for the care and support of CCTV.
Liu Daoqiang, president of Huaqiang Fangte Group, believes that what Chinese companies really lack is brand influence, even the best products will be outdated, and the brand that will last forever will be the brand. The national brand plan will nurture the national brand. After we have been selected into the national brand plan, The brand has embarked on a big step and the brand influence has greatly improved. In the first quarter of the Baidu brand index, we increased by 75% compared with the same period of last year. In the first quarter, visitor reception increased by almost 30% compared with the same period of last year. Income will also increase year-on-year. The “national brand plan” in my eyes is based on principles, requirements, and commitments. There are principles that must first meet the four preconditions for selection; there are requirements, it is not easy to come in, and you have to wait after coming in. It is not easy to go on; there is a responsibility and the whole is a charity-oriented project. The 'National Brand Plan' is a benchmark for the advertising industry, an example, an object of imitation, and a complete solution for the enterprise. A lot of things; to the society, it is a reliable boutique window that gives the selected companies a gold label, which is reliable and quality. This is the influence.
Qiu Jun, vice president of Nanjing University of Finance and Economics, said: 'The National Brand Plan' is the best quality resource for CCTV, serving the best companies in China today, allowing them to grow faster, and then becoming a household name in China. At this stage, Our country’s enterprises have the conditions for brand internationalization. During this period, CCTV proposed that the “National Brand Plan” is responsible. We have a responsibility to help the country to solve this major issue at this stage and promote the 'three transformations'. 'I've got a leading role. Therefore, I would also like to make a few suggestions: First, the 'national brand plan' promotion needs to fight 'protracted wars' and cannot fight 'sparrow wars'; secondly, the 'national brand plan' promotion needs to be guided , Individual coaching, leading development; Third, the 'national brand plan' must be selected to become a national brand of corporate brand; Fourth, 'national brand plan' should play an important positive role in the 'two-step' strategy.
Ding Junjie, Dean of the School of Advertising at the Communication University of China, said: The theme of my speech today is the discussion of the necessity of the 'National Brand Plan'. The following points are included: First, the call of the big economy to the advertisements of big countries, China is already the second largest economy But the world’s focus on us is mainly based on economic volume. Our advertising, whether it is models or products, is basically a small country model. Second, the expectations of previous national leaders for brand power are “national brands”. The second inevitable condition of the plan's emergence; Thirdly, the 'national brand plan' is a model for advertisements entering the new era in the new era. From the Chinese advertisements in 1978 to a full 40 years today, I have summarized the advertisements for the new period for 40 years. The Nineteenth National Congress put forward a new era, and the advertising industry should also respond to what is a new era. Fourth, the "national brand plan" is the inevitable development of the media; Fifth, it is the necessity of advertising governance; Sixth, it is the inevitable social identity. The 'National Brand Plan' brings more than just a good look to the Chinese advertising industry. It is not only a demonstration, but also a fundamental change in the advertising function. In the past, advertising was dependent. Serviceability, instrumentality, and these functions still exist, but the 'national brand plan' is based on these functions. It rises to the leading, leading and strategic, from the perspective of corporate development strategy, national development strategy, and national development strategy. , This is a contribution to the industry.
Mei Song, deputy inspector of the Beijing Municipal Party Committee's Propaganda Department and director of the Beijing Cultural and Creative Industry Promotion Center, said: 'The national brand plan' has gone far beyond the general brand definition and brand strategy, and it stands tall. I think it is a national tree brand. The national tree brand, as a brand of innovation tree, embodies the mission and role of the national mainstream media. The “national brand plan” highlights the social benefits, not rigidly adhered to the economic value of the brand. In particular, it launched the 'Advertising Accurate Poverty Alleviation', which is One initiative is the sublimation of the brand. It is suggested that the “National Brand Plan” should increase the dissemination of excellent cultural brands in China. The promotion of China’s outstanding cultural and cultural creative products, unique cultural symbolic cultural landmarks, cultural and creative industries and cultural makers.
Senior reporter, People's Daily’s “Internal Reference,” Yin Zhibo, former editor-in-chief, said: “The National Brand Plan - Accurate Poverty Alleviation for Advertising” project is very good. This kind of free PSA is a great help to our country's accurate poverty alleviation work. 'National Brand Plan - China Brand Upgrading Services' is conducive to the internationalization of national brands as well as to the overseas dissemination of Chinese culture. In 2014, when I went to Africa for research, I felt that Chinese culture was still a single carrier in the local dissemination. Only limited Confucius Institutes and a handful of Chinese companies can be seen there. If Chinese culture is loaded on more Chinese national brands and commodities, it may be a very effective means of cultural transmission.
According to Zeng Hui, deputy director of Beijing International Design Week Organizing Committee Office and director of the Beijing Gehua Creative Design Center, 'National Brand Plan' represents the national spirit and national image. It is also a symbol of national creativity and a very influential brand project. The 'National Brand Plan' advocates a new aesthetic system. The good life in the new era is at least a beautiful life, then a good life, an aesthetic life, and a quality life. Now that our economy has developed, but not yet We can fully realize the aesthetic life and the quality of life. So in this sense, I think the launch of the “National Brand Plan” is very timely and it can provide valuable guidance to our aesthetics of life. My Beijing International Design Week is a national large-scale cultural platform. We now also use some of the criteria of the National Brand Plan as one of the indicators of our evaluation system. Because it can be incorporated into the 'National Brand Plan', we think it represents national classics and countries. Emblem.
Lu Yan, editor in chief of the Department of Liberal Arts at Communication University of China, said: Brand creates life, brand creates image, and brand plays national image communication. Brand not only creates life in the dissemination of 'national brand plan', but also creates corporate image. Achieved the mission of national image construction. Disney's values in the play and music are the United States, producing the successors of the United States all over the world. And our Chinese companies should take up the responsibility of producing communist successors. With symbolic value, in the case of constant use value, the brand's exchange value can be thousands of times worse. This is the role of the brand's symbolic value. For the enterprise, brand is often more important than technology.
Wu Ji, a researcher at the National Space Science Center of the Chinese Academy of Sciences and a leader of the Space Science Leading Special Program of the Chinese Academy of Sciences, said that satellites such as Goku, Goggles, and Mozi have received a lot of attention from the central government, and they are inseparable from the media industry, especially CCTV. The propaganda. When we did the work, nobody thought about how to publicize. We didn't know how to tell the public. We put the vast majority of our time on technical research. Without you, the scientist could not show up before the public. The spirit of social responsibility in the media, the press, and the advertising industry is even stronger than that of our scientific community. The spirit of creativity and innovation is also strong. The scientific and technological community also makes innovations, but there are all kinds of theoretical restrictions. The cultural and media community is a Boundless endless innovation in the field, 'national brand plan' is a great innovation, may promote the development of the entire news advertising industry.
Xie De, Director of Press and Liaison Office, Chinese Academy of Sciences Science Communication Bureau, spoke.
Xie Jianjun, Chairman of Dongdao Brand Creative Group Co., Ltd. made a speech.
The host of the seminar, Gao Xiaohong, Minister of Journalism and Communication of Communication University of China, stated that '2018 is the beginning of a new era, it is also 40 years of reform and opening up, and China’s television is 60 years old. CCTV, as the country's mainstream media, has its own mission and After the launch of the “National Brand Plan”, we saw a lot of special moves on the screen. Today's guests have all contributed wisdom. Share the advice for the future, contribute to the further implementation and development of the 'national branding plan' in the future, and make greater contributions to the 'national branding plan'. Let us look forward together. '
Under the background that the Chinese economy has entered a new normal and supply-side structural reforms have entered a critical period, the brand will undoubtedly become an important step in escalating the consumption structure and improving the quality and efficiency of economic development. We must not only produce products, but also cultivate brands. The change of 'Chinese products' to 'Chinese brands' has a bearing on the influence of China's economy and enterprises on the world market. It needs to be achieved through long-term efforts of all sectors.
With the establishment of the Central Radio and TV Station, the integration of the three stations will inevitably bring about new changes and opportunities. With the integration of a series of resources and integration measures, CCTV will also broaden its service platform and service channels. Integrate resources to further develop the positive energy of the 'National Brand Plan', nurture a batch of Chinese brands that can represent national productivity, spending power and creativity, tell the story of Chinese brands well.
