Current Situation,Problems And Counter-measures Of Mass Media Marketing In China

The thesis starts with the definition of mass media marketing, and then analyses the proceeding of concept on mass media marketing .After that, the article introduces the tactics of mass media marketing , cultivating the situation in China. Because of the lagging on theory and management, some new problems,such as vulgar product ,price chaos and resource waste etc. ,has arisen on the current situation of mass media marketing.So the author suggests resetting up codes of ethics , strengthening the government's function of macro coordination and so on. Through these ways, mass media marketing would grow up healthy and sound.