江和平：道法自然 术有专攻 CGTN做增值品牌传播(4)

　　To stay on focus means to respect and appreciate specialization. Division of labor is as essential in running a media organization as in cultivating an orchard. At CGTN we build an environment where professionals can focus on their specialty.

　　中国有句成语,“桃李不言,下自成蹊”。意思是说,桃树李树并不招引人,但因它有花和果实,人们在树下走来走去赏花尝果,就走出了一条小路。

　　In China, we have the saying “桃李不言,下自成蹊”(Tao li bu yan, xia zi cheng xi). This ancient parable tells how peach and plum trees, though lacking the power of speech, can attract so many people with blossoms and fruits that a path forms on the ground.

　　CGTN的国际传播现状大致如此。果树上的果实任人免费随便摘取,没有在买卖中形成价值,也就没有产生商业效益。纵观国际,世界上没有一个成功的国际媒体不是商业媒体。所以,我们做国际传播要尊重市场规律,要参与市场竞争,这并不是说我们要将盈利作为首要目标,而是要用商业思维做国际传播的运营。

　　From this vivid analogy, CGTN has drawn inspirations in its international communication efforts. But we're also aware that value is generated through exchange in the marketplace. Among the world's leading media organizations, none has succeeded while ignoring the market. CGTN appreciates the rules of the market and believes in fair competition. Although our top priority is not to seek profits, we've insisted on following standard business practices in our operations.

　　英语传播的全球传播具有广泛性,就好比是苹果树,庙堂市井皆可,老少妇孺皆宜。我们把苹果拿到地摊上去卖,这跟农耕社会没有什么区别。在资本社会和市场经济的环境下,我们要围绕产品、针对客户做营销设计。

　　To carry the fruit analogy further, English-language content is as popular and accessible as apples, which suit many palates far and wide, and high and low. Street peddlers have sold apples in the most primitive economies; but in a modern marketplace, the producers have to improve their products and add greater value for the customers.

　　例如:在渠道上,苹果可以送到农贸市场,可以送到大型超市,可以做成特供礼盒,面向高端人群;在产品线上,可以生产苹果罐头、苹果饮料、苹果干等深加工产品;在经营模式上,可以搞果园采摘,还可以结合新业态,做苹果种植众筹,募集客户前期出资共同参与种植,后期共同分享成果。等等。

　　For example, apples can be sent to a farmer's market or a supermarket, or packaged elaborately as upscale gifts. They can also be canned, made into juice, or dried. What's more, they can be picked as part of farm tourism, and even crowdfunding can be used to give urban dwellers an opportunity to consume the organic fruits of their own capital and labor.

　　这些营销手段和商业模式对应到CGTN英语传播,就是进行大众传播、分众传播、精准传播的细分。我们要有面向高端用户的定制产品,也要有面向普罗大众的公共产品,还要有针对青年人等特定人群的分众产品,并通过有效的营销渠道,建立用户最大化的连接和服务能力,将CGTN的产品送到千家网户,让用户爱不释手,这才是增值的品牌传播。

　　All these varied approaches can be applied to CGTN's English-language content, which is being delivered through both general distribution and through segmented and precise targeting. We offer tailor-made services to high-end customers as well as products easily available to the general public, with different categories targeted at each segment of our audience. Our distribution channels maximize our capability in connecting with our customers and serving them. Through value-added communication, CGTN is supplying products and services to millions of individuals and winning their hearts and minds.

　　中国明代哲学家王阳明在所著的《传习录》中提出“知者行之始,行者知之成”,意思是说认识是行动的开始,行动将认识变成现实。德国哲学家费尔巴哈认为“理论所不能解决的那些疑难,实践会给你解决”。中西的文化不同,但对认识论、方法论、实践论有着趋同的理解。国际传播的“道”和“术”,需要不断地在认识中实践,在实践中认识。我们愿意与全球媒体共同探讨,共同实践,从“共融”走向“共荣”!

　　In the 16th Century, the Chinese philosopher Wang Yangming made the observation that “知者行之始,行者知之成” (Zhi zhe xing zhi shi, xing zhe zhi zhi cheng). "Vision spurs action and is achieved through action", it means knowledge initiates and culminates in action. His insight was echoed three centuries later by the German philosopher Feuerbach, who wrote "Practice will solve the problems that theory cannot solve". China and the West might have different cultures, but they tend to agree in essential epistemology, methodology, and understanding of practice. The Way and the Practice in international communication calls for constant explorations. CGTN is willing to join all media organizations of the world in this great endeavor and to progress from association to common prosperity.