The Innovative Research Of Media Industry's Marketing System In China

After more than 20 years of development, Chinese media industry becomes quite competitive.Marketing, as an important means to win the media market, has been regarded as an essential part in the circle of business activities. At present stage, the use of marketing tool in Chinese media marketing has accumulated a certain amount of practical experience and has achieved some success. But with the use of new technologies-induced changes in the media's ecological environment, the media marketing, which is used as a means of media should also be changed accordingly, and China, as a newly emerging economic entity, also leave a huge space for the development of the media, thus, how to make innovation in the existing marketing mechanism to adapt to the new media environment, thus to improve the competitiveness of Chinese media, and to enhance the influence of the media in China, are the questions unavoidable in the development of Chinese media industry.With the combination of the trend of global media development, this paper attach great importance on the discussion of the future development of marketing mechanism innovation in Chinese media industry, and probe into the core problems such as innovation in the media industry's marketing strategy, innovation in the marketing's mix elements, and innovation in marketing model, etc. through the deeper analysis of the present status of marketing mechanism and the problems in Chinese media industry , then combine with foreign media group's marketing experience , we hope that we can find a suitable way to the innovation of media marketing mechanism according to Chinese present situation. Also through the use of the powerful marketing tool, we can promote the healthy and rapid development of Chinese media industry.