| Shanxi children’s Channel, established in 2005 at the policy of our country, got on a specialized way of children’s TV programs. Within eight years, it had been offering numerous spiritual and cultural products for children in Shanxi province. However, Shanxi children’s Channel had to face some problems during its operation such as:the revenue generation capacity was relatively poor; the satisfaction of audience was not pleasant, and so on. These problems, to some extent, impeded the channel’s healthy development. So we could conclude that there existed large distance between the reality of programs and the audience’s expectations.Many approaches were used in this thesis----literature research method, field research method, interviewing method, etc. During detailed analysis, we could find out different kinds of dilemmas Shanxi children’s channel was facing. As for theoretical knowledge, author used communication, advertising, marketing and child psychology.Finally, three feasible strategies were put forward. They were brand strategy, marketing strategy and event marketing strategy. What’s more, two concepts were of great importance----the concept of "commonweal" and the concept of "marketing"; the former should be laid more emphasis.Another aspect was supposed to be mentioned. A popular program called< Daddy, where are we going?> possessed some outstanding advantages, so the author tried to make full use of that program’s good qualities to offer valuable suggestion for Shanxi children’s channel. The author hoped that the systematic approaches could promote the rapid development of Shanxi children’s channel. |
