Research On The Operation Problems And Its Countermeasures Of Children's Media In China

Exampled as Children's channel and press, the mode of monopoly, partition and "small workshop" are the common characteristic of the current Children's Media in China. From the inner condition, besides its resource advantages, Children's Media has problems like limitation of systems, same resource, adult designing, which results in the lack of marketing awareness, low use of resource and capacity. From the perspective of the outer environment, on the one hand, children which take 1/4 of the nation's population and their parents provide huge space for the media market; on the other hand, while the market's opening and the competitions from other media grow fiercely, our Children's Media lacks the marketing awareness and competition capacity.The writing of the thesis is based on quantities of materials research, references of media operation and children's media management, typical cases analysis, and comparatively research on the mode of industry chain of Disney and Haha children's Channel. On the above, the thesis presents some suggestions and countermeasures for the management of Children's media in China, from the aspects of system, resources optimization and industrial chain construction.