知识管理作为一门专门的学问,创立于20世纪90年代中期,最早是由美国波士顿大学信息管理学教授文波特先生针对企业管理而提出来的。知识管理的实质,就是将一个企业的知识视为一种资产或资本进行营运和管理,使知识在企业内部更有效地低成本共享和应用,从而,改进产品设计、提高服务质量、增强企业的整体竞争能力和持续发展能力。不难看出,将知识管理的原理,借鉴和应用到电视宣传领域也具有十分重要的作用。电视宣传领域需要知识管理 Knowledge management as a specialized knowledge, founded in the mid-1990s, was first proposed by the United States Boston University, Professor of Information Management, Professor Wen Poet for business management put forward. The essence of knowledge management is to regard the knowledge of an enterprise as an asset or capital for operation and management so that knowledge can be more effectively shared and applied at low cost within the enterprise so as to improve product design, improve service quality and enhance enterprise’s Overall competitiveness and sustainability. It is not difficult to see that the principle of knowledge management, reference and application to the field of television advertising also has a very important role. TV publicity needs knowledge management