Research Of Market Expansion Strategy On Children Channel Of Tianjin TV

Children Channel of Tianjin TV (CCTJTV) was established on 1st. June, 2004. It was the first provincial children's television channel in China. The company was very proactive to explore the new system to improve the performance since it was established, which not only made the management system and programming separately running and enhance the speed of development on programming market, but also adopt new system to bring new energy in order to bring up more essence in the changeable market. Moreover, company spread operation into multiple areas and successfully extended industry chain. For past years, company had gained a lot benefit. However, there is still much space that company will need to fill in the future to guarantee further growth. For example: 1. The commercial income is still the main resource of total income for company, which can cover 90% of it. 2. Brand image is not clear. 3. Lack efficiency and effectiveness in operation level. 4. Limit advantage program.The paper is based on research of operations on Children Channel of TV industry in the world and also with consideration of Tianjin Children's Channel current operation situation, adopting PEST, STP analysis method, in the end provides long term market strategy for Children Channel. Moreover, the paper not only innovatively investigates and discusses the digital press of children market, the training and education of children market, events place of children market and family consumable market, but also enrich the contents of children channel chain development and give suggestions of how to build the chain. Hopefully, the paper can provide some value and reference for other Children channels in China.