Research On The Development Strategy Of China Education Television Channel 3

In the audiences'opinions, the education television in China is the public channel which broadcast educational programs. With the development of the broadcast media marketrization, it becomes obviously that the outlay of the education television is hard up, the person with ability is limited, the rivalrousness degrades and audience rating descends. The employees of education TV faces the puzzledom that they never met. In order to take advantages of the education TV's social value, the Chinese Education Television makes the CETV-3which covers the whole region of Peking as experimental unit, and processes the impelling revolution.CETV-3 is located in Peking where numerous television information producers get together and the composition of information consumer is complicated, so they are the main competition adversaries. For example,Peking TV is a mainstream media that is influential and competitive in our country. How to stack up against the overmatch? The reform of CETV-3 should be carried out according to he the following aspects.In the first, CETV-3 is to identify the channel positioning. According to the Conformity marketing dissemination theory, the information provided by the different channel should be consistent. The'youth channel'is more suitable for embodiment the notion of'study platform'. New Position defined audience should take into account the characteristics of living crowd. In addition, CETV-3 should also consider other crowds except for local residenters.CETV-3 will extend the channel content by several approaches, such as using the creation of the crowd, making new program by itself and cooperating with other TV channels. The new precondition is helpful for the extension of the channel. CETV-3 will use the distinctive program as its channel symbol. In addition, it will abstract its unique features, melt multi-culture and upgrade its channel reputation based upon Peking area.About the channel management, to get more capital and cooperation is one of the methods, while the channel resource of TV media can bring considerable profit. Only arranging existing resource scientifically can obtain the maximum profile. We should arrange the program scientifically so as that the audiences receive the favorite programs, according to the different audience habits. Conform the period of time of the advertisement and improve the audience rating by column to activate the investment value of no-gold period of time. Spread advertisement agent scheme. shorten the reward period of column and lighten the media burden, evade the media's investment risk on column. Provide the services for the education industry, according to the culture product, to make the enterprise to pay attention to the tremendous payoff market space of study product. Achieve the reward on the precondition of not deviating line of the education. Enact the rational advertisement price, strengthen the self competition capability to become the preferred media of the medium/small scale enterprise entering Peking. Develop the new advertisement resource and use the new method of advertisement propagation for reference. Fetch up the lack of advertisement resource.The start of the reform of the Chinese education channel 3 should be the audiences. combine the intrinsic resource predominance, mark off the TV media market renewably through the unique channel orientation, persist in innovation, conform resource, pay attention to the channel spread, elevate the competition and the fine reputation are all should be done.