Research On Decision-making Mechanism Of Television Advertising Revenue Index

Advertising is the core of TV media management, and until now advertising revenue is still the main source for TV media. The advertising index each year is not only the goal for the advertising department to launch business and achieve revenue targets, but has a close link to the performance evaluation so that it is not good for the excitation mechanism to play its role if the advertising index is too high or too low. The advertising income index nowadays can not guarantee the rationality and scientificity of the profit index because of its subjectivity and arbitrariness in the process of formation.In China, the formation of the decision-making mechanism of the TV media management depends on its system and mechanism, history and business model. Such a series of status quos and problems as intensive but vague power structure, the lack of supervision, not clear property rights and clear responsibility relationship, and shortage of decision support system can be found when sorting out the TV media management system. As a result, various measures should be taken to solve these problems. In terms of system security, restructuring should be speeded up in order to clear the decision-making body and clarify the responsibility relationship. New cooperate governance system should be established to be make the market be the player in advertising management and be the premise for scientific decision-making mechanism. Decision-making support system should also be established to provide information for the scientific decision and to ensure its scientificity.Apart from the reasonable protection system, it is also important to make decision in a scientific way. Based on an analysis of the factors influencing the advertising revenue as well ad the interaction between the factors , this thesis proposes a decision-making method with the combination of qualitative evaluation prediction and quantitative model prediction. Fuzzy comprehensive evaluation model is applied to estimate television advertising revenue capacity in the coming year. With qualitative evaluation prediction method—group discussion and Delphi method, advertising revenue in the coming year will be predicted,which could provide reference for decision makers to make the revenue index for the next year.