A Study On Agricultural Program Market Analysis And Development Policy

In 2002, the first agriculture branch channel was born in Jilin province in our country , symbolizes that a rising star of television program who faces the fanner becames the television channel. In recent years, the agricultural program discussion has become the hot spot in the television world .Academic circle's research main from the macroscopic angle of view studies the mass media to the agricultural dissemination flaw present situation as well as analysis the factors and origins which create this kind of phenomenon. Few researchers utilized ways and sample investigation to sdudy the countryside audiences and the countryside program's reception of TV situation, has made the preliminary progress.This article bases on the television disseminator's status, and utilizes the research techniques such as literature search, investigation , case analysis and so on, in knew that the agricultural program is few in quantity and in variety , at the same time is sole in form in our country,under the current development opportunity of building socialism new countryside in our country , the current television media has the tendency characteristic of "the urbanization" ,in knew that the television has the latent broad countryside in the numerous market foundation.Under the current television industrial production and marketability background condition, the author embarks groundbreaking in "market development" angle,and utilizes the market study, the marketing study, the information theory, the management science, the dissemination study and journalism and so on theories, taking the brand agricultural program "Village Monsoon" as the analysis objects, discusses to the agricultural program's market development, in order to scientifically and systematically provide the feasibility suggestion for the television media in rural market's development and to extends thetrue influence of television media in the rural market.In the question foundation which in the market performance history in unearths and analyzes "Village Monsoon" unfolds the characteristic which as well as meets, closely revolves "the market development" angle, elaborates to the agricultural program market development process, especially emphasizes four points: First, To look for the accurate program's objective localization, is a breakthrough point to carry on the market development; Second, Market segmentations is sally port to agricultural program market development; Third, Seizing more market shares is the market development goal.; Fourth, The reception of TV analysis and the audiences investigation are two efficient pathes for market development.At last, in the foundation of front discourse, the author proposes three effectively to the agricultural program market development constructive strategy: First, taking road of the brand development, deepens the audience by the brand individuality development to the agricultural program's recognition and the approval, attracts the audience eyeball by the brand influence, promoting brand value. Second, in view of flaw agricultural program theme , the author proposed that it is very important to establish effective agricultural program news clue topic materials storehouse, and suggested that taking the different path to develop native agricultural program. Third, Making the Cooperative Alliance can realize the maximization of utility in resources.