The Researching Of Hunan TV Advertising And Marketing Innovation In The Background Of "TV Comme Rcials Ban"

Since2009, Hunan satellite TV, the annual average ratings and advertis ingrevenue in the a mount o f all provinc ial satellite TV in the country ranked first, thegolden eagle, the highest value of theater broadcast only on Hunan satellite TVadvertis ing revenue contribution. However, alo ng with the State Administration ofradio "TV commerc ials ban" issued, TV commerc ials acts prohib ited he advertising ofHunan TV advertis ing profit space substantia lly reduced, serious shrink, whic h is achallenge for Hunan TV at its peak period of the development.The author through the collection and arrange ment of Hunan TV advertis ing andmarketing related data, and comb ined with the observation of Hunan satellite TV,summarized in the "TV commercia ls ban" background, Hunan satellite TV advertis ingmarketing develop ment, marketing effect and existing problems. This paper found inTV media advertis ing market, purifying environment in the long run,"TV commerc ialsban" in favor of Huna n satellite TV to promote marketing innovation, enhance theeffects of advertis ing, acceleration value driving, but "TV commerc ials ban " caused bythe "labor pains" can’t be avoided, which led to the Hunan satellite TV advertisingresources decline, fa lling advertis ing revenue, serious loss of customers. In order todeal with the "TV commerc ials ban" of Huna n satellite TV advertis ing mark etingimpact, Hunan satellite TV to do a series of measures such a s special forms ofadvertis ing innovation, innovat ive network linkage progra m resources, innovativeadvertis ing investme nt strategy, such the innovation is success. But can be foundthrough observation of Huna n satellite TV, in the advertis ing marketing innovation stillexist some proble ms, such as the economic interests of the impetuous thought, origina lconscious ness, talent manage ment mechanis m is not perfect, all these problems willgive Hunan TV in the future sustainable development re main hidden. This paper think,the future Hunan TV should time ly change fro m the ideological concept, followed bythe innovation of the system, the imple mentation of incentive mechanis m of scientificassessme nt of a llocatio n, guarantee for the development o f la y the ideolo gicalfoundation and system. Finally, increases the personne l training dynamics, take variousforms of innovation, the establis hment of the origina l security mechanis m, to build thecore competitiveness through the measures above, the formation of competitiveadvantage.