The Research On The Innovation Of Domestic TV Media's Huge Activities

Innovation is the power of one nation and one country.In our time , every domain face the problem of innovation.The trend of the culture's individuality and diversification from people is available.We must enrich people's culture's life through the innovation of the culture.Chinese media must considers the innovation as significant mission because it is the base of broadcasting the advanced culture. Innovation is one nation's soul,also the way of Chinese media's development.Recently,the activity of Chinese media is growing up.There are so many activity in the TV,which is so diversity.If the activity want prolong its life,it must considers the innovation as significant mission.This paper adopts the way that is the integration of documentary research, on-the-spot investigation as well as interview, to take advantage of the cases by collecting domestic media activity and relevant research document to obtain reference material, so that it is based on the content analysis and qualitative analysis to create the basis database. On the other hand, adopt the way of on-the-spot investigation to examine some domestic media activities to choose the representable cases and conduct local interview in order to obtain real and precise material. Then, the paper would study domestic media activitis through the way that is combined by the theoretical analysis and the cases.Through referring to the definition of the media event activities, this paper will try to dissect the reason which the media event marketing arises and the current developmental situation, further to analyze present situation of domestic media event marketing; illuminate the importance of domestic media activities' innovation and provide the strategy of their innovation, so that be able to provide theory basis practicable guide for media event marketing.