A Study On The Management Strategy Of The Entertainment Channel Of Shenzhen TV Station

In the open competitive market, the competition of medium is getting more and more intense. Nowadays personality consumption emerges and the extent of audience segmentation is becoming higher. China is going to stride into a flexible era of TV consumption with the growth of income and civilization. The acceleration of specialized channel construction offers audience lots of choice. It is trend that TV should be industrialized and channel should be specialized. The operation of channel is key and the operation strategy is the most important key.This dissertation is studied on the development of TV industry, the feature of TV products, operation mode, situation, the analysis of current TV industry and main operation mode, the discussion of operation strategy of specialized channel. In order to develop compartmentalize customer continuously, there is main strategy of entertainment channel of Shenzhen TV Station, such as positioning, brand, target customer, marketing, specializing channel, compartmentalize customer, establishing advertising operation and brand motivation system. Standardization system of channel operation must be set up aiming at routine operation such as program choice, propaganda, activity, marketing and so on Guaranteeing the quality of TV program is like protecting industrial production. Image of channel and income of advertisement should be taken into account to set and innovate the channel program. In the view of channel operation, we should make overall arrangement and manage system. The operation of TV is the same as other industry, from price competition to quality, to service, from low level to high level, in the end to brand competition. Holding brand means high quality, high affix value and huge profit. Hereby, we base on the entertainment channel of Shenzhen TV Station. We analyze the TV situation in the principle of strategy management and the TV products in the way of marketing. We introduce and research the operation of TV industry and TV specialized channel base on test result. After that we summary and conclude the operational rule and trend of specialized channel.TV medium is getting more competition, the stronger ones are growing stronger, the weaker ones are becoming weaker. Differentiating content and branding column is the hinge to obtain core competition and achieve the competitive advantage and specialized channel. According to the above and my work experience, I am groping for effective operation strategy of specialized channel on the practice of building a good platform of TV-channel, so that it can offer microcosmic view of medium industrial operation...