Large-scale Television Activities Product Marketing Strategy Research In China

The proposition of the way of survival and development of Chinese TV has been a hot topic in Chinese TV academe in recent years. As a result, some valuable theories have come out. And with the development of Chinese TV, Chinese TV academe has brought in a new topic---"Large-scale TV activity products". Large-scale TV activity products make full use of advanced means of TV communication in order to maximize the advantages of the embodiment of TV media. Large-scale TV activity products have become the conscious strategic choice of competition for audience attention and resources, while to establish the correct marketing sense and search the best marketing strategy is the fundamental way to optimize the large-scale TV activity products. So this paper tries to do some research on marketing strategy of large-scale TV activity.This paper consists of four parts. In Part 1, it firstly analyses and interprets some relevant concepts of large-scale TV activity products in our country and reviews the development and characteristics of large-scale TV activity products. In Part 2, through analyzing the marketing environment, history, status and trends of TV activity products, it summarizes some existing problems. In Part 3, as follows, it gives the corresponding solutions facing to the problems mentioned in part 2. As in the last part, it takes a further research on marketing strategy of large-scale TV activity products by combining the Chinese Red-song Concert cases.