Chinese Television Cause-Related Marketing Research

The holoscopic recent years's Chinese television, a new concept intruded the public field of vision 11 television public welfare marketing. The television public welfare program, the television public welfare activity already exist, is only the development is slow, many are regarded as the propaganda task. Follows the economic development, the social progress and the information age arrival, the medium competition is intense, the people had the wish and ability back coupling society, the enterprise approve the enterprise citizen idea, The television talented person realized gradually "public welfare" behind huge "attention economy" and brand effect, facing the harmonious social construction's environment, starts by the public welfare program to lead the public welfare marketing, Initiates the entire society to the public welfare motion attention, not only obtains the high viewing ratio and the advertizing revenue, also obtains the huge social influence, the achievement program brand.But the people just started to its discussion, many are the field single concrete example induction summary, floats are many in the superficial feelings. The author attempts to this television marketing new way conducts the deep research, besides may make up on the academic blank, also has the profound social value.This article unifies the public welfare marketing and the medium marketing concept and the characteristic has reasonable limits by the chart to the television public welfare marketing. Then the synthesis induces its classification, the development survey and the characteristic by has a preliminary understanding to it; Analyzes the time background which it emerges to understand its existence the reality basis; Discusses its in-depth reason, to the social development function; Also reconsiders its existence question, to foresee its perspective.