The Remaining Advertising Resources Of HB Group Operation Management Research

The increase of the remaining advertising time of the TV channels under the provincial radio and television group directly leads to the production reduction of its advertising revenue,and the development and utilization of the remaining advertising time by the operation managers of the provincial radio and television group has become an urgent problem in the industry.HB Radio and Television Group as a member of the national provincial radio and television group,has a typical representative.The advertising time data monitored by HB Radio and Television Group's TV channels in 2018 and 2019 and in the first half of 2020 show that the advertising time vacancy rate is more than 80%.This paper analyzes the factors of high vacancy rate of advertising resources in HB Radio and Television Group and puts forward the solution of surplus advertising resource capital.A fair value of resources is calculated by using point cost method and discount method,HB radio and television collection Each year,the regiment takes out a certain amount of empty advertising resources to select small and medium-sized growth enterprises that HB some propaganda needs in the province,and to digest their remaining advertising resources through the way of investing in advertising resources.In order to achieve the purpose of activating the remaining advertising time resources.At present,most advertising managers of provincial radio and television groups do not know enough about the loss of surplus advertising resources.The remaining advertising time resources are accompanied by the program broadcast derived time resources,can not be stored,has a strong concealment,fleeting,how to correctly evaluate the vacant advertising resources investment,the national provincial radio and television group has no ready-made cases,there are no corresponding policies and laws and regulations.The expenditure of 90% of the operating expenses of HB Radio and Television Group comes from advertising revenue.The vacancy of advertising resources directly leads to the reduction of its income,and the losses of subordinate channels are serious.The most direct and effective way is to activate the remaining advertising resources.How to activate the remaining advertising resources? This paper first analyzes the current situation and market competition environment of the surplus advertising resources of the HB radio and television group,analyzes the advantages and disadvantages through four P and five force models,and puts forward the "surplusadvertising capital ",and expounds the operation path and method of the surplus advertising capital and the use of advertising Related policies and risks of external investment of resources.HB Radio and Television Group urgently needs to realize the innovative marketing of media value ecological chain as the main body of the market,integrate its high quality resources to activate the vacant surplus advertising resources,make them become assets,and use capital leverage to invest and finance.It is the only way to realize media leapfrogging in the future.At the present stage,the advertising resources of the national provincial radio and television group are vacant,which also need to combine with the local reality,make use of their own resources to innovate and change,quickly integrate into the economic reform and development of the province,and realize the maximization of the economic and social benefits of the media.