Translated Abstract
Currently the mass media has entered a whole new era of media convergence, the rapid development of network new media has brought a great extent a threat and challenge to the traditional media, especially on the "dominance" of the TV media. Network new media not only split a lot of TV viewers, but also for TV media advertising market caused by combat can’t be ignored. In the strong impact of network new media, the competition among provincial TV also showed Provincial TV channels and advertising revenue as the main source of income, to a certain extent determines the success of the channel. SETV located in the moderate position of the Provincial TV by " Channel" character. In an increasingly competitive media environment, the advertising revenue of SETV has appeared downward trend in past five years.
In order to improve SETV advertising management, This study researches based on TV advertising management theory and literature studies. Start from the current situation of SETV & SETV advertising management. By analyzing and diagnosing the current situation, the following problems are discovered: advertising revenue growth is weak, advertising brand is concentrated, key customers is too few and small customers is less emphasis on, management idea and way outdated, brand TV programs is less, advertising product is single. The reasons are as follows: lack of financial support, quality TV programs resources is less, SETV rating is decline seriously, replacement of senior leaders is frequent, customer resource development is not deeply, advertising discounts is not flexible, competition of TV media is ferocious, network new media threats. In view of the above, the relevant strategies to improve SETV advertising management are proposed as follows: Firstly, analyzing the internal and external environment of the subject, to grasp the situation of subject objectively and clearly. With the SWOT model of management, get the main advantages,weaknesses, opportunities and threats of subject. Secondly, researching on the subject market segmentation and market positioning choice, analyzing from product, price, place, promotion, service aspects to summarize the improvement SETV advertising management strategy. Finally, a set of security measures is discussed including establishing a standard AD management system, unifying the correct advertising management idea, completing the AD feedback channels, improving professional skills training system, establishing scientific and reasonable salary and multiple incentive mechanism.
This study aims at enhancing the competitiveness of SETV advertising management, by improving the strategy and perfecting the existing problems of SETV advertising management. In order to increase the SETV advertising revenue.
Translated Keyword
[Advertising management, Media integration, TV advertising, TV media]
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