Research On Media Marketing Management On The Basis Of Project Management

Chinese media industry has achieved tremendous successes along with the process of media liberalization in the last twenty years. But the media market is separated into fragments as media prosperity, which conduces to improving ability of media marketing.For the changes of media market environment, media enterprise must transform the marketing concept, break away from unhealthy completion and extend sources of income, which compel media to carry on the business by integrate marketing. But the traditional management is not suitable to integrate marketing. We can conclude that media marketing management by project transforming is an effective way to solve problems of current media marketing by analyzing the theory of project management and media marketing. Certainly marketing management by project transforming is not suitable to all media, such as media of simple product and media lacking intangible assets. There are three layers of media marketing on the basis of project management, such as single, partial and total media marketing management by project. So media enterprise must carefully choose the layer of management on the basis of project and gradually transform the traditional management into total media marketing management by project.