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从2005年到2006年上半年,电视业的竞争态势非同以往,电视媒体已感受到了中国传媒业的市场动荡,新一轮的媒体竞争将改变市场格局。电视媒体所占有的受众资源正在被新兴的网络媒体和不断改版的报纸、杂志分食。如何在营销刨新、内容创新中寻求突破,成为2006年电视媒体必解的难题。这直接关系到面对中国传媒业的发展变革,电视媒体是否能保持主流影响力,带动其他媒体和产业价值链,形成以电视为主的传播新格局。笔者认为,整合营销传播的现代营销理念和方法的引进,将会成为电视媒介营销的出路所在。一、整合营销传播是电视媒体营销创新的突破口
From 2005 to the first half of 2006, the competition in the television industry was different from the past. The television media has felt the market turmoil in the media industry in China. A new round of media competition will change the market pattern. The audience resources owned by the television media are being tapped by the emerging online media and continuously redesigned newspapers and magazines. How to seek a breakthrough in marketing innovation and content innovation has become a difficult problem for the TV media in 2006. This is directly related to the development and changes in the media industry in China. Whether the television media can maintain its mainstream influence and drive other media and industrial value chains to form a new television-based distribution pattern. The author believes that the introduction of modern marketing concepts and methods of integrated marketing communication will become the outlet of television media marketing. First, the integrated marketing communication is a breakthrough in the marketing of television media