Internet-based Television Advertising Platform Operations Research

As a novelty after the reforming and opening-up, the operation of China television advertising goes through various stages of rapid changing. Today's television advertising is more scaled, branding and meticulous, emphasizing on the service and speed. Being a staple commodities, television advertising has its own specific characteristic: being an appended product, experienced product, so it's value is zero if overdue. In today's media business, advertising also follows the traditional pattern that through manpower to determine the time period, price discount, program timing etc. This model of operation lies the some problems such as low time utilization ratio, opaque price, low executive efficiency etc.Internet, a product of high technology, trigger off many reforms in various field, especially in flow update, consumer interaction and multi-media etc..This paper aims at how to promote the operative efficiency in television advertising transaction, advances the connection between television advertising transaction and e-commerce, so that to construct an Internet based platform for television advertising transaction. Anymore, it also assumes through constructing the platform to remove the intermediate line in traditional television advertising transaction, thus, it can help the customers select and buy the advertising time period easily. Also through the operation of related technical method to solve problems as time utilization ration, price, executive efficiency ect..Internet based platform for television advertising transaction will form different module ,such as home page, reference price, time period, my time period, customer management and my account etc.. Each module has it's own indispensable function, also can make timely update and rectification according to different market situation. Browsing the platform, users can easily know the information about the media product, price, surplus time etc., so that they could make specific selection based on its own marketing necessity.About the profitability module, we consider fulfilling it mainly through member fee and transaction fee etc.. The same time, after constructing the platform, we consider popularizing it through a series of marketing method, such as search engine rank, related link exchange, net advertisement launch and traditional media promotion, further to solve customer accepting ratio, platform application etc. problems and help the platform enter the market efficiently.