| From 1989 to 1999, 31 Provincial TV stations have become the satellite televisions, So far, they have gone through 20 years. Under the Policy guidance and market-oriented economic system ,The properties of the TV media has undergone tremendous changes—from the single public utility property of "mouthpiece of the Government" to the double attributes of "Institutional and commercial " . Under the premise of ensuring the ownership, "state-owned institutions, business operators " has become the important means to survive.But for the provincial satellite TV, there are great temptation and limitless opportunities of "provincial television, the national dissemination ", Both there are challenges from the inside CCTV and outside foreign Satellite TV. Meanwhile, they have to solve the hard problem of "easy to heaven, landing hard". so their survival environment is very complicated.China's TV media gradually entered into the "Marketing Time", the provincial Satellite TV has to independently manage their own business and maintain Self-financing. In the process of market-oriented, They gradually started to attach importance to "Media business and management" which include "Media Content" and "Media Advertising". As the TV industry is not mature enough and Lack of diversified earning channels, so at present, 90% of all revenue from the ads. To survive, to develop, to produce good programs, "Advertising revenue" has become the most concentrated manifestation of the competition.The purpose of this article: analyze the source of provincial satellite TV's competition by researching the TV survival environment. From the reality, research their different types of advertising strategies. Innovation of this article: choose three types of Media ads Strategy with Representative significance, according to the principle of "marketing war",analyze the competitive process of the typical provincial satellite televisions. Summed up the law from their successes and errors, develop references for other TVS. |
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