The Research On Chinese Television Advertisement Competition From 2001 To 2006

Entering the millennium, the competition in medias became more and more fierce, meanwhile, competitive pattern between all of the medias had been changed into intricate and complicated. How to oprate and manage the media to remain invincible is an important and urgent issue ahead of the media managers. Advertisement marketing is the main unit of media opration and management. Television advertisement income is the chief economic mainstay of TV station, usually advertisement income occupy 80% of TV station total income, then the competition of television concentrically embody in the competition of television advertisement.According to the prediction of Holland AC Nielsen Investigation Incompany, Chinses Advertisnment Market will surpass Japanese Advertisement Market and become the second Advertisement Market of the world in 2010. With gigantic advertisement market, Chinese Advertisement Gross are swiftly growing. By contrast, the growth rate declined year by year and television advertisement growth rate is the worst in the four medias. The essay discourse the topic scheme in three stages from 2001 to 2006. The first is television advertisement macroscopical environment and advertisement market throwing changement, the second is the advertisement competition in medias to contest the audiences, the third is the trend of television advertisement management and how to do client marketing well. The three level are linked inseparably close.Chinese television advertisement competition turns white hot. On policy, China entered into WTO in 2001, then oversea medias landed in Chinese Market cause Chinese Television Advertisement Market more sophisticated and competitive pressure of Chinese Television Advertisement management enlarged. Chinese Broadcast And Television Bureau promulgated the seventeenth order on Januraly 1st 2004. Many functional department start a series of movement to purify television screen. The Matthew Effect appeared in television advertisement management. On advertiser, advertisement market policy changement directly impact advertisement throw, for example, Increasing supervisement on health products, investigating lawbreaking estate advertisement. On technology, the mass media appears inosculative trend because digital technology and"a digital revolution"become increasingly intense. Digital television, Building television, Moving television, Iptv, Mobile television and so on are dividing up advertisement portion. On audience, new audio-visual media bring eye-economy and attract plenty of audience.Recently, Television Station make profits through selling advertisement time frame and concentrative resources. In the pyramid structure of television industry, Multi-Media Group and regional media union founded in succession to promote competitive strength, television advertisement resources will be deployed again. Increasing advertisement popularization, optimizing programme arrangment, exploiting excellent advertisement time frame, developing channel specialization and subdivision, implementing brand strategy, changing extensive cultivation and take client marketing is the trend of the times.