Study On Marketing Means Of Pay Channel

In early 21st century, culture industry and information industry are developing quickly along with economy globalization and information technology upgrade. TV media industry, which combines character of culture industry and information industry, has become a new leading industry as a result.TV media started in China from 1958, which was signaled by the launch of Beijing TV station (pre-runner of CCTV). For now, it has become a news broadcasting network with biggest coverage worldwide. While Chinese TV media is facing serious difficulty because of the embedded system disadvantage and conflict accumulated in the past 50 years and continuous penetration from international media giantsIt's time to conduct reform to progress. The development of digital technology brought a historical chance for Chinese TV media. TV media has to realize a big leap through digitalization and thus lead public media in the new century. Digital TV will bring a deep going reform, not only from technology perspective, but to the operating system, management methods and clients' receiving methods.Local researches on digital TV are mainly focused on technology or transforming model of digital TV and overlook research on Pay Channel, which is the main business style of digital TV. The fundamental logic of this paper is to brief the development and status quo of Chinese TV media and to explain the necessity of developing Pay Channel and then to analyze existing problems in marketing Pay Channel. Following that, the paper suggests marketing means that match the development of Pay Channel in China based on marketing theory and real case studies.The research was done in both normative and demonstrative ways. Theories about managerial economics, marketing, strategic management and industrial economics were widely used as supportive methods.The conclusion is as below: Pay Channel in China is still in the import period of product life cycle. It faces opportunities as well as challenges. Pay Channel must draw support from modern marketing means to exert resources advantage, fully leverage all kinds of channels including new media to become more market-driven.The differentiate point of the paper is about the product positioning of Pay Channel. The formers brought up the key message of media industry as "Content as the king". Based on it, I raised a new conception as "Resource as the king". The product of Pay Channel must have comparative advantage of resources toward other medias for further continuous development.21 charts, 1 table and 31 references were used in the paper.