A Study On Local Broadcast And Television Market Operation

As a significant culture institution in China, TV media carries the most importantfunction as the tongue of the government. With the development of market economyin china, the radio and television gradually embarked on the road of market operations.In this process, many broadcast and TV stations are carried forward to exploringdifferent levels of market operate roads and pathways. At present, China’s localbroadcast and television market operation could say mixed with joy and worried. Joyis broadcast and TV stations widely recognized that local broadcast and televisionmarket operations is the trend and in many regions have begun to carry outmarket-oriented reforms. And the worry is that the local broadcast and televisionstations lack the strategic thinking, have no sense of modern management, the marketoperations faced with many obstacles. So the study of local broadcast and televisionstations market operating looks like more urgency.Dissertation based on Broadcast and Television Station of Hengshui, on the basisof market operations theory. This dissertation discusses the historical developmentprocess of local broadcast and television industry and has a deep analysis of theoperating status. Combined with the development characteristics of broadcast andtelevision industry, the dissertation have an analysis on the operating status of theBroadcast and Television Station of Hengshui, we find that the Broadcast andTelevision Station of Hengshui should based on the local market. Via analysis of theBroadcast and Television Station of Hengshui, dissertation uses the theories oflocalization strategy, differentiation strategy and brand strategy. And make a strategicproposal for the Broadcast and Television Station of Hengshui. Dissertation throughthe study of the Broadcast and Television Station of Hengshui, provide a systematicand practical implementation strategy. And also provide the basis for the marketoperation of local broadcast and television stations.