Hangzhou Children’s Channel Marketing Research

December 18, 2003, China’s first children’s channel CCTV Children’s Channel formally launched a major breakthrough in China means that the traditional media industry, but for the young people as the main target audience of the specialized channel officially started in the Chinese market. As a starting point, in less than three years, the country in various provincial, municipal(including the city and county) media platforms have opened children’s channel in the region. So far,,the country has set up as many as 34 children’s channel including five national channels on satellite animation. However, provincial and municipal children’s channel business model is different from its CCTV Children’s Channel, which is more scarce public resources, competitive pressures similar platforms great strength is weak programming itself, which leads to the vast majority of the country are facing provincial and municipal children’s channel This supply shortages, Hangzhou Children’s Channel is no exception. How to Win, out of the way with a specialization in Hangzhou municipal children’s channel characteristics, Hangzhou Children’s Channel has become the most urgent problem.With the rise of the Internet and other new media, the new network, which is the traditional commercial market, including traditional media market is a huge shock and collision, inherent in the system becomes precarious against the backdrop of new media, once brilliant "system " has become a stumbling block to hinder its development. Of course, traditional media properties inherent in the market is also hindered the development of the Hangzhou Children’s Channel, and if it does not promptly adjust and change, it will become a victim under the new media background. So, how should the Hangzhou Children’s Channel market operation, how will the internal channel market reforms? Here are some family problems in this paper will be a profound analysis. At the same time, the paper will combine the knowledge of Business Administration, to follow the current market trends, self-analysis and expand through different angles, the integration of resources, many theoretical knowledge of personnel management mechanism and corporate culture to draw on actual data analysis in the current market to find a breakthrough channel operation; and maximize the inherent Hangzhou Children’s Channel media properties and social influence to new media as a communication channel, optimizing the allocation of resources to maximize publicity complementary manner, which will Hangzhou Children’s Channel re-enter the triple play of the tide, the establishment of a new market, specialized platform to further establish its dominance in young children in Hangzhou, expand their brand influence, appeal and visibility.