Qilu TV Research Report

Qilu TV is the premier terrestrial channels of Shandong province.its audience share, advertising revenue, even in the national terrestrial channelsare also among the best. In recent years, new media continue to attack the traditionalmedia,the traditional media competition is also increasingly fierce.In the televisionmedia field,many TV into the capital competition called post-TV era,a large numberof cities and local television stations are in close proximity of the force,the mediaenvironment for the development of QiLu TV is more severe.How to break out andseek further development, it is a problem for all terrestrial channels including QiLuTV.Change of the overall media environment makes the traditional TV media mustadvance with the times. TV operation rate at the moment continue to reduce,mobilemedia attracting lots of audiences,television audience viewing time becomefragmented,some of the television media narrowcasting,grassroots tendency evidenttelevision content, television ratings show an aging population trend, while the currentTV program homogenization trend is very serious. In this trend, Qilu TV change theor the first or the only concept gradually to always half a step ahead of the newidea.QiLu TV as a local TV station can meet the current development trend of TVmedia industry, out of a full of its own characteristics, more effective way. MaybeQilu mode is not generally terrestrial channels can simply be copied,Its developmentmodel in many respects does not have a representative on the local televisions,But nodoubt Qilu mode experience can extract the success factors of TV media,the modelhas a high research value and practical guidance significance.In this paper, the investigation report forms of QiLu TV research,, the generalidea is to arrange the program content, the television media with the design, from theanalysis to determine the market positioning of the media, the media evaluation mediabusiness strategy, the business strategies specific to the marketing details, finally fromthe outside to the inside connection, Qilu television internal organization and management. In this process, the author not only successful experience of QiLu TV tobe summarized, aiming at the problems given the personal opinion, and usesmulti-disciplinary knowledge tries to give solutions, this paper also creatively of QiLuTV future prospects. In this paper, by using the method of literature, comparativeresearch method, research method of experience analysis example, theories ofcommunication studies, marketing, organizational behavior science and otherdisciplines of knowledge.Therefore, this research report is divided into three parts, the first part discussesQilu TV program content, the second part of Qilu TV marketing business strategieswere analyzed, the third part involves organizational structure and personnelmanagement of Qilu TV. The final chapter is the conclusion of the sort summarizedview of the full text.