Analysis On The Advertising Management Of Guangdong Television

With the upcoming of the 2lth century, we are facing a new strategic issue that is how the continuii development of our television will meet the demand of the socialist marketing economy. The demand asks for the creative steps on concept, resources? reshaping and management. We need to adjust the view on our own position in the media environment and based on this can we establish modem consciousness on media, marketing, programming and new cultural concept of modem media. Thus we will run the television in the way of industrial competition. Further more, we need to j distribute the media resources of the television according to the rules of the media and the market, including resources of channels, timing, programming, the public, advertising, technique and human being. Guandong Television has engaged in the reforming of the television since the open door and reform policy. Its runnu~g has collected experiences on television marketing. The experiences prove that promoting unique programs is the right way to compete in the market and meet the need of the public. This can also help establish the media's competitive capability in the market. From its experiences we can make a conclusion: we must make a better effort on the media's management and make it have its own individual style and disciplines. Only do we have the development of the modem industrial management in the media, we will be able to change and improve the structure of China's television industry, and be benefit to the marketing of the television resources?redistribution, socializing of the producing means of the programs and making the program market a professional one. We believe by realizing these. China's television industry will be capable to improve its competition in domestic and foreign markets and meet the challenge of the media globalization.