Tv Media Advertising Business Of The Company And Capitalization

The State Council promulgated the "Cultural Industry Promotion Plan". The CPC CentralCommittee promulgated the "adoption of the decision to deepen cultural restructuring ".The determination and efforts of cultural reform in China are growing. Chinese culturalindustry development direction and way more and more brighter and clearer. In the contextof further promoting the reform of cultural system, Chinese TV media advertising face anew era of opportunity and historical challenge.In this paper, there is a systematic study of the direction of reform of Chinese TV mediaadvertising business-corporatization and capitalization, by the theoretical analysis andcase studies, qualitative analysis and quantitative analysis, vertical comparison andhorizontal comparison and so on.First, I analyze the television advertising management model in the domestic market andother country’s. In this paper, I introduced the development and operating entities ofdomestic television advertising, specially focus on the operating models of domestictelevision advertising as Ill as outline, model and characters of the whole televisionadvertising industry in the world.Next, I study the corporatization and capitalization reform of the domestic televisionadvertising and outline the concept, value, situation, disadvantages of it. In addition, I alsogive some prospect with cases and policy.The innovation of this paper is mainly reflected in the following three aspects.First, trying a research on the new theory of Chinese television advertising. For a long time,the entities of domestic TV media was being non-state institutes. All businesses, includingadvertising, program, operated as non-state institutes. As a result, the theoretical researchon corporate or capitalize TV media advertising isn’t enough. This article was trying it withsome cases.Second, I discussed the combination of two different areas in the television advertisingmanagement and the operation of the capital. Television advertising operation, belonged to Cultural industries. Capital, belonged to the financial aspect. I analyzed the combination ofthe both, and proposed the corresponding countermeasures and suggestions.Third, I analyzed domestic and international models of television media advertising. Thearticle studied the models based on the representative cases.