Research On New Media Operation Management Of Jiangsu Variety Channel

New media represented for the Internet and cell phones have taken a new look for us with continuous innovation of computer technology as well as network communication technology in recent years.Innovation of transmission technology and ways in the era of new media overturns the patterns of traditional media and encounters great opportunities and challenges for television media.Under such pressures from downing the overall competitivenesses of television media as well as contesting against the satellite television channels,Jiangsu Variety Channel being a shortage of fund and limited platform found the right direction for itself,in 2014.This article based on the research of the theories of operations management at home and abroad,according to the train of thought of presenting first and resolving the problems,has a depth analysis on the operations management in new media projects of Jiangsu Variety Channel.What’s more,it raises the problems about this project in terms of structural reform,the construction of teams,partner’s resource management,audience data management and brand management.The author comes up with causes of a variety of problems,also gives the solution of the problems,at the same time.In the management system,managers must have a breakthrough in the traditional determination,to develop a long-term,reasonable planning and direction,build a scientific enterprise architecture platform.In team management,there should be a reasonable evaluation criteria and incentive system design,respect for innovation and technical personnel training.In cooperation with technology companies,we must learn to be independent,and strive to develop their own technical team,to protect the security of core data and sales data,and to meet the needs of the late development of new media business channel.In the data management,the channel must sort out the use of the audience’s information,so that a reasonable analysis,effective regularization.For the follow-up development of the project,the advertiser’s precise delivery,the program’s revision of the creative positioning,electricity suppliers marketing specifications and categories of direction.In the brand management,the new media business needs to build a star brand and all kinds of sub brands,innovative use of a variety of new media technology model,the use of its own credibility and influence the formation of matrix type of brand marketing.Some suggestions in this article has been made a great progress at the practice of this project,however,some problems to be improved has been on the way,also has a great trend to some degree.