Provincial-level Television Stations Advertisement Business Plateau Period Phenonenon Cause And Counturemeasures

With the development of satellite television, provincial-level television stations are losing its advantage. Facing to the pressure from CCTV and booming city-level television stations as well as the opening policy of national satellite television stations, provincial-level television stations which are the main force of Chinese television industry are becoming more and more incompetitive and stepping into so called "plateau period" . Its survival and development exerts deep influence on the future situation of Chinese television industry. So it is urgent for provincial-level television stations to analyze the present situation of its advertisement management and figure out the solution to its problems, which is not only the needs of its development but also the needs of built a harmonious media and society. With the conception that outline of the world determine the methodology, this paper is an empirical study, which adopts quantitive data analysis and using some diagrams and statistics to illustrate the reasons of so called "plateau period " and analyze the present situation ofProvincial-level television satellite stations. Facing to the enormous market resources promoted by policies, the provincial-level satellite stations, which have not been mature or incapable of being popular nationwide at all, will tend to develope slowly after a short period of advertisement tempo. The advertisements differences among the stations will differentiate sharply causing the " Matthew effect ". The essay analyzes the reasons for the provincial-level television stations advertisements management plateau period phenomenon, which includs the out-of-date conceptions, the lack of theoratical research, the inadequate investment of knowledge and capitals,the helplessness constrained under the surroundings. The essay proposes some suggestions for overcoming and passing though the plateau-period phenomenon of the advertisement management, such as learning from foreign sale-mode, transferring the management system, integrating the inner resources, actively cultivating the market consciousness, and brand-sale strategy. The essay tries to borrow the term "plateau period " from psychology to give more accurate descriptions for the development of the provincial-level satellite stations. Not only is it very beneficial for its self-development, but also it is beneficial for the construction of harmonious media and society as well as media market itself.