Television Specialty Channel Marketing Model Study

Since the later of 1990's, china TV media has been gradually pushed to market by the market-orient reform. At the same time, the theme TV channel spring up with the rapidly increase of TV channel and the differentiation of the audience. Both the poor marketing ability of theme channels and the restrictions of TV media system result in that many of domestic theme channels are being in hot water. Now in china, most researches about theme channel had been done from the angle of communication, but there is less studies which are from view of marketing. So the research about the model of marketing for china's theme channels is very important. It will substantiate the marketing theory for theme channels, at the same time, produce meaningful reference for domestic theme channels.The article band the theory of marketing and communication together with the practice of theme channel in china. By uniting the theories with the practices, the successful cases about theme channel are used to hold out the theoretical viewpoints, and in reverse, the drawn viewpoints are used to guide theme channel's practices. The research is done in the way of by discovering, finding and solving problems. This article is fallen into six chapters. Chapter one is Introduction which introduce the background and meaning of selecting the title followed by researching ways, thoughts, main contents and innovation points. Chapter Two sums up the theory of theme channel marketing. Chapter Three analyzes the market of theme channels. Chapter Four enumerates briefly the problems in the marketing activities of theme channel, and then analyzes the reason for these problems. Chapter 5 firstly analyzes the policy to theme channel and the status of the providers for theme channels; secondly put forward the marketing model of theme channel for china, and then explain the process of the model. Chapter 6 is about the construction of the model, which aim at the problems had been put forward in Chapter 4.The innovation mainly includes the following points: confine theme channel from the angle of marketing, and set forth the exchange relations of theme channel with its audiences and advertisers, which promoting and restricting each other; put forth the method about how to obtain the attention resources of the TV audiences, which based on both "the theory about how to obtain the attention resources" and "the theory of customer delivered value"; band "the theory about public opinion chief with "the theory about two-level communication" and put forth the communication model of theme channel; design the marketing model of theme channel, which is fit for the condition of china.