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2002年中国传媒业利税首次超过烟草业,成为我国的第四大利税行业,传媒业在整个社会的经济运行中充当着越来越重要的作用,成为广大企业营销活动的重要一环,电视媒体作为传媒业中的主体,除了为广大企业营销活动服务外,其自身的营销活动也日趋复杂和备受关注,本文拟从市场营销的4P 理论出发,对电视媒体的营销作出研究和探讨。
In 2002, the profits and taxes of the media industry in China surpassed the tobacco industry for the first time and became the fourth largest taxation industry in China. The media industry plays an increasingly important role in the economic operation of the entire society and has become an important part of the marketing activities of the vast number of enterprises. The television media As the main body of the media industry, its own marketing activities are becoming more and more complicated and much concerned, in addition to serving the marketing activities of the large enterprises. This paper intends to study and discuss the marketing of the television media from the 4P theory of marketing.