Strategy Of Marketing Television Activities

With the increasing industrialization of the television and the intensification of competition between media, television activities are becoming more and more important for media brand and economic growth. Orchestrated television activities can undoubtedly enhance the television media’s influence, reputation and economic benefits.In recent years, although the domestic scholars carried out research activities on television, the marketing of television activities are rarely involved. This paper is divided into4parts:Chapter one discuss the status of development of TV actives. First, the paper describes the definition and characteristics of the television activity, followed by the rise of the background and type of TV activities. Finally, it analyzes the status of TV activity marketing. Comparing with the abroad programs, there are lots of disadvantages such as homogenization, lack of cultural connotation and a single type.Chapter two tries to describe the importance of brand building of TV activities. This chapter is divided into two parts. The first part focus on the significance of brand build, pointing that brand building to enhance the TV brand image, value, influence and competitiveness. So "branding" is very important to both TV activities itself and TV media. The second part, from the four dimensions of humanity, public welfare, differentiation and derivatives, made recommendations on brand building.Chapters three discuss the study of marketing strategies on the TV activities. In this part, I analyze the TV activities mainly throng4dimensions:products, price, promotion and place and make a suggestion to increase the income of the television activities. Researching and building a comprehensive marketing style is of great significance to improve the marketing of television activities.Chapter four analyzes the New Year Ringing Bell of Yangzhou TV Station to further explore the marketing of TV activities.