The Current Managing And Marketing Strategies For Specialized Channels In China

Channel specialization is an inexorable trend of the development of the television industry in the world. It is absolutely the necessary requirement of the rapid development of television technology, and the inevitable outcome of the great changes in the audience market. What's more, it is the result of the keen competition of the mass medium. However, seen from the present situation, our process of channel specialization remains the primary stage. Some provincial television stations do not base the establishment of the specialized channels on the scientific analysis of the audience and the medium market, but act blindly by imitating the CCTV or the advanced provincial satellite television. Consequently, the limited channel resources are seriously wasted, and the duplication phenomenon, the obscure orientation, the lack of the program resources, and the low level of the channel specialization disturb the further development of our channel specialization.This article absorbs the latest material on channel specialization at home and abroad, primarily defines the concept of the channel specialization. Through the exposition of its necessity and the analysis of the difficulties in the current practice, this article sums up, from the aspects of the low degree of the specialization, the simplistic profit mode of the medium, the obscure orientation and the separated system of producing and broadcasting, the reasons why the process of channel specialization in China is slow. This article will further discuss that the channel specialization is the result of the market-oriented economy, and the management of the television medium has stepped into the stage of channel operation. It also reveals that the essence of the specialized channel operation is the target market operation. Therefore, the advanced conceptions of management and market and the operation methods applied by the modern enterprises are able to be introduced into the management of the medium, and the managing and marketing strategies are able to be put forward from the aspects of operation, channel orientation, prestigious programs, resource conformity, and channel identification system, etc., in order to exert the value of the channel specialization to a largest extent under the present situation, and realize the orderly operation.