The Marketing Strategies Research Of China Children's TV Channels

At the end of 2007, there are in all 34 children's TV channels in China. As a part of the marketization of China's economy and reform of the media industry, children's TV channels have been forced to raise themselves by channel profits. However, many children's TV channels can't produce enough profits to live because of the media system restriction and lack of marketing conception. Therefore, the operators of children's TV channels should establish effective marketing strategies to produce profits. The research on this subject is significant to the marketing theory research of children's TV channels and the marketing problem solving of today's TV channels.On the basis of the theories of children's TV channel, marketing and marketing strategies, this thesis conclude five major parts. The first part is the summarization of children's TV channel, which points out the double properties, particularity of the children's TV channel and the STP strategies; the second part analyzes the market of children's TV channel, mainly refers to the country's policy, competition market, audience and advertisers; the third part investigates the major problems and causes of the marketing of children's TV channel; the fourth part is the case study of YOYO TV channel of Taiwan East Media group; the last part proposes the effective marketing strategies to the China children's TV channels, which include channel positioning, brand building and event marketing strategies.