Studies Of China's TV Commercial Development Strategies Under The Market Economy

With the market economy deepening and acceleration of media industrialization process, China's TV commercial industry has been marching to prosperity from the small to the huge scale within less than 10 years. In the process of increasingly developing, China's TV commercial industry is presenting a developing track with the Chinese characteristics and showing the developing features that suit more national conditions of China. At present, a competition pattern in the China's TV media has been coming into being basically, gradually forming a new pattern with CCTV, the provincial-level satellite TV, the provincial-level non satellite TV, metropolitan TV and overseas TV. However, while the market and industrialization win the space for the development of TV media, cruel challenge also comes after them. The resources for the commercial time and the commercial price are confronting saturation. The weary growth of commercial market has resulted in the vicious competition. That the illegal phenomena spread randomly leads to the public widespread suspicion over the commercial reality. The constant decrease of viewing ratio intensifies competition among the same trade. Generally speaking, the bigger the market share becomes, the more intense the competition atmosphere is. Experienced by the severe test of market, we have truly felt that the survival atmosphere of TV media has been totally different. The process of TV media market and industrialization is becoming faster and the competitions among TV media are becoming intense. The emerge of target marketing, inserting commercial, activity marketing and fine marketing has made the marketing strategies constantly pursue and create. Though the TV commercial industry shows a brilliant development, sober thinking and objective conclusion to the reality from a theoretical level are wanted. This article will try, from the theoretical level, to conclude and analyze the current competition of China's TV commercial and summarize the market strategies of TV commercial, in the respects of the market economy initiating the process of China's TV media market and industrialization, the scanning of China's TV commercial market competition under the market economy, the dilemma and contributing factor facing the market of TV media commercial, the marketing strategies of China's TV media commercial under the market economy and etc. The article constitutes 6 chapters.The article adopts such methods as example proof, contrast proof, inductive proof. Starting from the current developing situation of TV commercial, competition atmosphere, development direction and marketing strategies, the article carries out analysis and studies. From different angles, the article sorts out the development course of TV commercial, and tries to conclude the present developing situation of China's TV commercial, the social issues facing commercial administration and certain creations carried out in the commercial marketing strategies.