The Analysis Of China Tv Event Markting

This thesis takes the TV event marketing as the object for research. At first, it sorts out the definitions and characteristics of the TV event marketing. To meet the physical and spiritual demands of consumers, the TV event marketing sponsors theme activities of public prestige and influence relying on its channel and media advantages. As a result, it promotes the sales of enterprises and media production, and raises their brand values accordingly. The main qualities of the TV event marketing include targeting the consumer, integrating marketing, and co-activities. Further, the paper assumes that the TV media in China has entered into the age of event marketing based on a comprehensive survey of the TV event marketing in China since 2000.With the basic theory of the mass media, the thesis analyzes the current state of Chinese TV event marketing viewing from media studies which is marked with the following: i. The increasing feedback breaks through the one-way scheme of the mass media; ii. The consumer-participating system has fulfilled their expectations for an access to media; iii. It combines the information collection and consumers gathering via the theme activities, increasing media effects. iv. The Chinese TV event marketing leads the fashion with the combination of setting up the mass media agenda and consumer participation.Next, this paper makes an analysis of the seven perspectives on a basis of the basic theory of economics, that is, the supple and demand analysis, the product character, the benefit and cost analysis, the pattern of media profit analysis, the channel of marketing analysis, the brand of product analysis, the risk analysis. According to the analysis, it follows that TV event marketing in China is produced to satisfy the demand of consumer, enterprise and media with the background of economical globalization and marketing, which is an effective means to reduce the cost of enterprise marketing, consumer information and media production and increase the economic and social benefits of the enterprise, consumer and media. TV event marketing aids media to carry out the transformation and expansion of profit model, to incorporate with the brand and channel of enterprise, to control risk and external cost. Lastly, the paper confirms the media and economic analysis mentioned above with special reference to the three-year development of"Super Girl".