Research On Marketing Channel Management Of Mass Media

Under the condition of internationalization, our country's media market is opening gradually, and the media market has transformed from the sellers-market to the buyers-market, and the operation of the media market has been mature day by day. We have paid more attention to the media marketing channel management, which is an important part of the media marketing management, and is a significant project in both theoretical and the practical aspect.The mass media products have the characteristics of public goods, externalities, knowledge and influence. Simultaneously, the media industry is regulated strictly by the government. The particularities of media products and industry cause the duality-characterisitic of the media marketing channel in the filed of the category of product, the category of market, the type channel, and the relationship of channel nummbers.This article has analyzed the duality characteristic of media marketing channel, and discussed the question of media marketing channel conflict management, and introduced the program of how to contral and optimize the media marketing channel. Through analysing to the influence factor of media marketing channel, it also introduces the strategy of China's media marketing channel choice, as well as what types of marketing channel pattern should be adopted .