Research On The Marketing Operation Of BTV Media In Heilongjiang

This dissertation starts from the source attribute of m edia and market.Use principles of economics to analysis the duality,the productivity foundation and system foundation of media products.Media has both features of public goods and common commodity.Along with the developing of Internet and m odern communication technology,the improving of video production technology and the changing of new media and modern audiovisual technologies,caused the development embarrassing of TV media industry in our country.Because of the rigidity of traditional operation mechanism and the shackles of the old system,radio and television media is facing new great opportunities and challenges besides difficulties in our province.The radio and TV media industry in our province wants to survive in this competitive market environment,should have a profound understanding of the essential attributes,operation rules and development trends of radio and television media industry.We should formulate strategies that fit in with people's growing need for a better life,actively promote the marketization,industrialization and popularization of radio and television media,embrace new media and integrate new media from all angles when facing the rapid development and prosperity of new media,new audio-visual and other new technologies.This paper briefly describes the reform process of radio and television media over the years,analyzes the problems and crux in the marketization of Heilongjiang radio and TV media,makes a deep analysis and research on the operation mode,market competition strategy and all-round depth integration of radio and television media in foreign media,especially in Britain and the United States.Summed up their successful experience and the enlightenment to the reform of China's Radio and television media.The domestic level focuses on the reform and innovation of television media reform in Hunan,Zhejiang and Shanghai.Combined with the actual situation of Heilongjiang Province,this paper expounds the source of market operation power of Heilongjiang BTV,and the principles that TV media marketization must follow.From the angle of media operation subject,media market core competitiveness,financing function,media enterprise media products production and marketing,media personnel and performance management market puts forward forward-looking and targeted countermeasures.