| At the end of last century, as the development of satellite communication technology and application of digital technology, satellite TV enterprise developed rapidly. Provincial satellite TV has become a crucial part in China's TV media. It injects new energy into the development of television industry while at the same time, faces unprecedented dilemma. Its operation cost increases dramatically as the expense raise in satellite-connecting. Moreover, advertisement management falls into difficult position as competition becomes more and more fierce. In order to survive and develop, and with the ability of covering the whole nation, they expect to have a place in the national market which monopolized by CCTV. However, neither of the provincial satellite TV is able to compete with CCTV if it only depends on its own strength. Therefore, alliance emerges.In around three years, provincial satellite TV finally forms an advertisement alliance attempting to sweep the nation's provincial satellite TV through several large-scale conferences and promotion meetings. From the angle of the advertisement marketing, this paper takes advertisement alliance of provincial satellite TV as its main line. It offers comprehensive observation and analysis on problems such as the background, origin, developing process, main body of participation, achievement and problem of such advertisement alliance. The paper also makes predictions on the future development of provincial satellite TV and puts forward some proposals.At present, there are still quite few researches concerned with the media marketing. The scale of advertisement alliance of provincial satellite TV, plus its factors involved and its influence, rarely seen in the television advertisement market these years. Research on such typical case has remarkable practical significance and theoretical value on the study of industrial progress of China's media and media management. |
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