Study Of Local Television Advertising Business Model

With the gradual opening of the media market, the survival and development of local television stations has become more difficult. From the traditional sense, the local television station, compare to CCTV and provincial TV stations, have once occupied a favorable competitive position, with surface radiation, price advantage, as well as the planned economy-color advertising resource allocation system, local TV stations controlled the local market. But with the technology's development, it's accelerate the competition of television and other media, and CCTV and some provincial television stations have increased investment in the aspect of satellite television, increased television coverage, combined with excellent professional ability of advertising, broadcast talent and management thinking, all of this have changed China's TV advertising market, and dominate this market. In addition, with the gradual expansion of overseas media and new media, the pattern of China's television advertising market has been very confusion. In this case, the lack of innovative thinking as well as the enterprising spirit of local television stations will be gradually in trouble.In this paper, a comprehensive analysis of China's local television advertising market as a whole on the basis of the status quo would summarize and analyze China's local television advertising business models. In addition, this paper takes Tianjin TV local channels for example, focuses on analyzing Tianjin TV local channels in the ad business as well as the advantages and disadvantages of the status quo, and from the political, economic, cultural and social point of view, to explore Tianjin TV operation and development of innovative advertising ideas. Finally, according to STP marketing theory, the paper exemplify Tianjin TV local channels and analyze advertising target market selection, market segmentation, as well as a comprehensive analysis of market positioning, and finally establish the localization, differentiation and specialization of advertising business model, simultaneity take emphasis on TV audience and advertisers and build customer databases to ensure customer satisfaction. In the mode of operation, focusing on the diversification of advertising and advertising business model flexibility in charging models.This paper studies proceed from reality, based on theory to guide practice. Base on the overall status of local television advertising, the paper take the example of local TV channel in Tianjin and combine characteristics of the times, the market context, local political and economic environment, cultural and other factors to discuses Tianjin TV local channels advertising innovation model, local television advertising business model innovation and change, and this will be a better learn to the whole local television advertising.