The Research On The Marketing Mechanism' Innovation Of Provincial TV Stations

With the acceleration of the market-oriented process in Chinese TV industry and the increase of the degree of openness in culture industry, our national oriented Pyramid-shaped TV station structure has been broken. In addition, new media, such as internet, mobile phone and so on, has sprung up in recent years, which has brought fierce competition to our provincial TV stations whose media marketing mechanism has increasingly shown highlighted drawbacks. When confronted with such a TV media background, we need to use related theory on Media Economics, Management, and Marketing together with some related examples to deeply discuss and study the innovation of marketing mechanism in it.Ever since a long time ago, there are some problems of the media marketing mechanism of our provincial TV stations, such as the insufficient innovation of media products, inappropriate development and planning of the marketing channel, the outmoded marketing methods and obvious internal obstacles in marketing mechanism, which have seriously restrain its development and strengthen. Therefore, the marketing mechanism of it needs to be reformed and innovated urgently. First of all, it clarifies marketing environment and problems of Provincial TV Stations; furthermore, to realize its innovation, we can approach by differentiation strategy, branding strategy and localization strategy at the macroscopic level; last but not the least, as for the concrete implement of marketing mechanism, it will be achieved by the innovation in key elements of marketing mechanism, including the innovation in media products, the TV marketing channels and the TV marketing mode.In this essay, it takes the case of Hunan TV station to clarify that to achieve the development and prosperity of TV industry in China with only the innovation of the marketing strategy and marketing mechanism.