On The Management Of Television Program Play

With the establishment of Chinese market economy, the deepening of reform and opening up and the accession of WTO, foreign media swarms into Chinese market gradually, meanwhile the subdivision of television media market and the changes of the audience on the need of television media, etc, lead to the intensification of competition among domestic television media market. Facing this situation, the marketing of television media products, as an important one on the agenda, was referred to the survival and development of the media to consider.Television Program Play, with its geographical and cultural advantages, come to the fore. It has nationwide creation scale and audience market, and rising into a period of stable development. However, due to the very short time of Television Program Play' development, until the International Scene Play Seminar on 2004, have people formally expressed their concept "Television Program Play". Therefore, developing until today, Television Program Play is, to a certain extent, still in a spontaneous and natural state. Even though the Chinese news media scholars also made some progress in the study of the management of these particular television media products, Program Play still have many vague and uncertain factors on theoretical study and practice summarizing. The production of Television Program Play should come from life, and reduce life, and it should control the quality and the grade of development, which is the issue being discussed and made standard in the industry.This paper can be divided in six chapters. In the 1st to 3rd chapters it introduces the basic profiles of Program Play, defines related concepts, types and keywords of Television Program Play, and starts from some advantages such as the costs, geographical culture, programs morphological innovation, strong audience participation, unique context and so on to explore the reason of Television Program Play' flourish. Starting from the 4th chapter, it reveals the rules on producing of Television Program Play, while in the 5th, 6th and 7th chapters it reveals the rules on the sales.Unlike other TV Programs, it is a kind media product of "market one's own products" form that medium enterprises produce by themselves and in their own broadcast media platform. Most of the TV Program Plays are local dialect play. Therefore, there are almost zero channel sales in addition to the transference of a small number of TV Program Play scripts. The 4th to 7th where lays the innovations is also the main part of this paper, elaborating the management problems of Television Program Play from the product innovation strategy of Television Program Play, the pricing strategy of Television Program Play and the publicity strategy of Television Program Play. In Chapter IV, the product innovation strategy of Television Program Play is explained following the rules: raising the problem-three major of Television Program Play, solving the problem-the Counter measures of the creation misunderstandings, and finally preceding the creative procedure of Television Program Play. Next in Chapter V, it elaborates cost-oriented pricing strategy of Television Program Play, starting with the transfer pricing objectives. In the 6th content, with confirming the propaganda purposes, it introduces several specific publicity strategy of Television Program Play, including advertising operating strategy, sales promotion strategy and public relations strategy, in which advertising operations strategy, based mainly on the product life cycle characteristics of this new program in different periods, carries on the operation and management of advertising and the broadcast of Program Play. In the 7th content, it mainly discusses the profitable strategy of Television Program Play. Besides, in the conclusion there are some of my cerebrations on the operations and future management of Television Program Play.The main research method of this topic is Literature indexing method, which is, taking network technology as the main research method, using other methods to carry on the first analysis, such as contrast and analysis, carrying on the second analysis by the use of library and newspapers to collect the information about scholarly research achievement, the industrial report and the dynamic news information, and then making the analysis and study on the manufacturing and marketing of this new special information product. This paper, following the clue "raising the problem - analyzing the problem - solving the problem", explores and discovers the management principles and the rules of Television Program Play, hoping to provide the theoretical reference for the scientific health development of domestic Television Program Play.