Nanjing Television Media Product Marketing Strategy Research

TV media industry is very awkward in China. It plays a role as a special industry, but actually it was always monitored by the government. That makes it always on the way to find a way for its development. With the coming of industrialization, it could not live without considering the relationship between the cost and revenue. The TV stations have to live on themselves. The revenue of TV station is determined by the amount of advertisements. The amount of advertisements is determined by the watching rate of the audience. But the watching rate is decided by the quality of the TV programmes. So the quality of TV programme is the lifeline of every TV channel. How to make its products meet the need of the market becomes a very serious problem that thousands of TV stations have to face.In this article, the author analyzes the macroscopical and microcosmic environment outside the TV media in Nanjing and the strengths and weaknesses inside it. Based on the theory of Product Life Cycle, the author introduces the history, the experience and status quo of the Education and Technology channel of Nanjing TV. From that , it gives some suggestion to Chinese regional TV media about how to face the four periods of their product life cycle and how to operate smoothly. Recently Chinese TV stations are facing the trend of media industrialization, maybe this article will give the regional TV stations some help on the theory and practice.