Research On Television Media Marketing Paradigm Based On Network Capacity

In Chinese media industry, the status and function of television media is the most outstanding, it shoulders responsibility to maintain social stability and spread of culture. After20years’development, Chinese TV media industry had established a set of marketing mechanism preliminary, and had obtained initial prosperity of the TV media market. With the deepening of the world economy globalization and the development of science and technology, the enterprise is not yet existence alone, but a certain degree of embedding in the network environment. The competition on the TV media market is more intense, the competition between television media enterprises has rise from individual level to the network level, the traditional marketing and management pattern already can not adapt to the modern TV media market. We must construct a television media marketing paradigm based on network capacity to get success can in the TV media market.The traditional marketing model of our television media companies is advertising-based, taking into account the program management. But television media companies’over-reliance on advertising model can only obtain short-term benefits, but can not guarantee long-term development. Under the background of network environment, the research on television media marketing paradigm based on network capacity has the extremely vital significance to enhance the competition of China’s TV media enterprises. Television media marketing paradigm based on network capacity, is that the TV media enterprise possess and control network resources through the ability of utilizing resource and the enterprise’s position on network, and improve the marketing performance through the use of these resources in marketing activities. We will research the following several aspects:First, the paper discusses the research background and significance of Chinese TV media marketing model. Through the concrete analysis, this paper holds that profit level of Chinese TV media enterprise has the very big disparity to profit level of the foreign TV media enterprise, the fundamental reason lies in the domestic television media enterprise failed to pay attention to the usage of the network capacity, therefore it is necessary to study television media marketing paradigm based on network capacity. After expounding the necessity of research on television media marketing paradigm based on network capacity in detail, the paper defined the research object and the related concept clearly, and put forward the research method and content and technical route, then put forward the theoretical foundation of this paper.Secondly, this paper analyzes the competitive situation of the television media network environment and profit model. First on the basis of analyzing the propagation characteristics of the TV media products and competitiveness, we analyzed the traditional TV media profit model. Then we summarize and explore the profit model based on the television media network capacity, to seek media marketing-based TV network capacity mode.Based on the above analysis, in order to research television media marketing mode based on network capability, this paper analyzed the network capabilities which affect the television media enterprise marketing performance, and we confirmed that the television media marketing model based on network capabilities is necessary. And we make out the television media marketing model network system based on network capacity building.Thirdly, after building the television media marketing model based on network capacity, we analyze the goals and principles of marketing model innovation. We researched the power of the TV media enterprise marketing mode mechanism, and further build the television media marketing model innovation model based on network capacity. So, the network economy, media integration television media products in the context of multi-platform and cross-platform technology dissemination can be achieved.Finally, in order to evaluate the operational performance of the television media marketing model innovation model based on network capacity and future growth, this paper established performance evaluation system for the model. Then, the paper selected the relevant enterprises and confirmed the effectiveness of TV media enterprises in China based on the network capabilities.