浅谈地方电视台的广告经营策略

On the Advertising Management Strategy of Local TV Stations

随着市场经济的不断繁荣和发展,广播电视媒介也开始进行市场化方向的改革。由过去的政府财政拨款生存方式向利用自身优势通过广告经营活动自负盈亏的市场化方向发展。因此,广告经营的好坏已直接关系到地方电视台的生死存亡,如何更好地利用现有资源将广告市场做大做强,已成为每个广电人都应优先考虑的问题。只有将企业化、经营化和市场化的管理理念引入广告经营中,才能使地方电视台的广告经营持续健康发展,更好地为广电事业服务。

With the continuous prosperity and development of the market economy,the radio and television media has also began to carry out market-oriented reform. In the past,the way of subsistence of government financial appropriation has changed to the market-oriented way of making use of its own advantages and making full use of its own profits and losses through advertising activities. Therefore,the quality of advertising management has a direct bearing on the survival of local television stations,and how to better use existing resources to make the advertising market bigger and stronger has become a priority for all the radio and television operators. This article proposes that only by introducing the management concept of enterprise,management and marketization into advertising management can the advertising management of local TV stations develop continuously and healthily and better serve the broadcasting and television industry.