| TV media has a special status and plays a special role in each country or region. Therefore, the television advertising industry has been market-oriented slowly and carefully. With the supports on the television advertising industry of the policy and further recognition and open to the media business functions, Chinese television advertising marketing has become an important issue, more and more researchers study on it. Nowadays, the competition situation of the television advertising industry in China has been more and more urgent. And the competition between homogeneous media becomes more and more intense. Furthermore, the threat of being substituted and the market competition with heterogeneous media has been severer. However, local television stations have unique inherent advantages. The distinctive local culture gains the loyalty of the local people. The costs of production and transaction are lower relatively speaking. Moreover, the local television stations can establish the strategic alliance to complete with CCTV and provincial satellite TVs.This article selected advertising marketing strategy of local television for study. Based on the current situation of local television advertising, the author analyzed4factors in detail:the policies of TV media industry, the advertising market structure, consumer behavior habits and pressure of local television advertising business industry. Then different advertising business models and advertising marketing strategies of different TV stations of different levels are compared, analyzed, summarized and draw. At last, this paper takes the advertising marketing strategy of Weifang TV station as an example. And it makes innovation of their advertising and marketing strategies on basis of investigation of the operating status and the operating environment. Also, this paper uses QSPM to make evaluation and selection on the3strategies proposed. Some advises are put forward to ensure the event marketing of Weifang TV station. |
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