中央电视台海外中心举办的“中华情”系列的中秋现场直播晚会,一经推出,就获得海内外强烈关注,成为继春晚之后又一具有传统文化特色的文艺晚会品牌。虽然近年来节目创新不足导致节目个性减少,品牌传播渠道不足,但它在品牌定位、品牌识别和主持人特色上的优点都值得借鉴学习。 The Mid-Autumn Festival Live Gala entitled “China Love” series held by CCTV Overseas Center was strongly concerned at home and abroad once it was launched and became another brand of evening party with traditional cultural features after the Spring Festival Evening. Although the lack of program innovation in recent years led to reduced program personality, lack of brand communication channels, but its brand positioning, brand recognition and the advantages of the host characteristics are worth learning for reference.