Theory And Practice Of TV Advertising Industry Organization Status And Countermeasures In Jilin

China advertising industry starts lately. In recent years with the reform and opening-up policy and market economic system established, advertising industry has a rapid development, its contribution outstanding in the national economy. Television, as one of the traditional media, TV advertising become the important component of the advertising industry, although some emerging media appear preempted the partial advertising market, the leading position in the advertising industry is still unable to transcend. Jilin as the poor provinces of advertising industry, the TV ads exists many problems in the development process. This paper is attempt to analyzing the environment of TV advertising and researches the deterrent of development in Jilin.First, the paper studies the situation of industry development of advertising and TV advertising in Jilin province. In recent years, advertising industry in Jilin province grows rapidly, but the total increase is in backward state in the national scope, and the quality of employees is generally lower; Television ads accounts for nearly 40% of the market share in the advertising industry in Jilin province, although it keeps rising, the rate of development is unstable. Secondly, in industrial economic terms, the market concentration of television advertising in Jilin is present different, the advertising agency is in the competition structure, the TV medium is in the oligopolistic structure, the barriers to entry is also corresponding to appear higher and lower characteristic; At present, the television advertising companies strives for the customer by the low price as the principal means and less advertising agency has a comprehensive business, it influences the development of the TV advertising. Finally, this paper summarizes the problem in the process of television ads development in Jilin province, including the effect of economic environment on the development of the third industry, the limit of geographic positions, the extensive type of advertising marketing management, the lack of core competitiveness of advertising companies. According to the characteristics of Jilin province, this paper also points out the opportunities of TV advertising development, and in view of the problems and opportunities, development countermeasures have been put forward.This paper analyzes the problems of television advertising industry of Jilin province, tries to seek effective countermeasures path for television advertising industry in less-developed provinces such as Jilin.