营销时代省级电视媒体的应对策略

Marketing Strategies of Provincial TV Media in the Marketing Times

作为中国电视产业主力军的省级电视媒体,如何把握住市场发展趋势,运用营销学理论指导经营实践已成当务之急。本文从省级电视媒体的内部机制改革、开放性的节目平台、卫星频道的专业化品牌、地面频道的本土化营销和产业升级等五个方面探讨了营销时代省级电视媒体的应对策略。

It is urgent for the provincial TV media to learn to grasp the trend of the market and to direct their management with marketing principles. This paper deals with marketing strategies of those TV media that faces the fierce competition in the market through researches in five aspects, that is, the inner system reform of the media, the open platform for program producing, the professional brands for satellite TV channels, the local management of non-satellite TV channels and TV industry upgrading.