Analysis Of The Innovation Of The Media Marketing Management From The Perspective Of Path Dependency

During the commercialization of Chinese media industry, sustaining innovation is the pre-requisite for the media industry to become and remain competitive. It is well recognized that the innovation of media industry does not only include the content and form of programs, but also marketing and management strategies market research, program planning, advertising and promotion. It should not simply be understood as the advance of hardware or technical parameters. In this article, we will refer to all aspects of this integrated process as'technique'and the innovation of the process as'technical innovation'.Technical innovation is closely related to the evolution of technical path. At different stages of the evolution process technical innovation has different content, key issues and ways of implementation. Therefore technical innovation is a complicated process that is full of risk and uncertainty. Among all innovation projects only a limited number are successful. In order to reduce the risk, the media industry has to master the native logic and general laws of such innovation so that it can design reasonable implementation plans and strategies and utilize such innovation to create opportunities for the surviving and development of the media industry. And finally achieve the goal of sustaining technical innovation and sustainable competitive advantage.This article combines the economics theory of path dependence and media marketing management to investigate the path dependence phenomena in Chinese media marketing management. It thoroughly analyzes the disadvantages which are caused by path dependence and hence reveals the lags in market research, program planning, advertizing and promotion. Large amount of quantitative data and graphs (such as audience rating of television, radio and advertizing income) are inputted to a series of quantitative models in order to analyze and describe a typical media market. And then the article discusses the theoretical reasoning and operation system. Basing on the analysis above and combining the current conditions in the Chinese media industry, this article cracks the path dependence that are observed in media marketing management and gives suggestions to innovation strategies.