Research On The Transformation From TV Media Advertisement To Cultural Marketing

With the progress of science and technology and the development of society,China's media market is also undergoing profound changes,the ecological environment that the media operates has also changed.In the new policy of the competitive environment,the TV media business strategy has also been adjusted,the TV media advertising from the initial low starting point of high growth into a high starting point of low growth status.TV media advertising has its own special characteristics: the wide coverage of the crowd,belonging to the linear transmission into the type,expired value of zero,had three sales experience.Therefore,the management strategy of TV media advertising should be reexamined and more research needs to be studied Because advertising still supports the main economic source of the normal operation of television media forward-looking attitude and strategic vision should be used to adapt to fast changing means of communication and consumer demand.But now the domestic television media is gradually entering the group of reform boom,a new focus of the separation of production and broadcasting,resulting in television media from the central competition to the region,and advanced digital TV is to the traditional TV advertising and marketing New test.This paper discusses the advertising and marketing strategy of TV media in China,and further studies the TV media advertising and marketing model in the new period.Analysis of the successful experience of advertising culture marketing in Phoenix TV including media operation,advertising operation,human resources and advertising demand Therefore,the strategy of cultural marketing is worth learning from the domestic media.