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受国家政策和宏观经济的影响,电视军事节目广告的发展面临着前所未有的机遇和挑战。本文结合军事节目广告的发展现状,在分析外部环境和内部因素的基础上,从广告理念、经营模式、产品体系、客户结构四个方面进行全面深入的分析探讨,提出以国防公益理念为灵魂,以净化提升广告环境、创新广告产品体系、搭建多元化客户结构为主线的发展策略,指出电视军事节目广告改革创新的努力方向,以推动新常态下电视军事节目广告持续、健康和稳定发展。
Affected by the national policies and the macro-economy, the development of television military program ads is facing unprecedented opportunities and challenges. Based on the analysis of the external environment and internal factors, this article analyzes and discusses in depth the four aspects of advertising concept, business model, product system and customer structure, and puts forward the idea of national defense public welfare as the soul, In order to purify the promotion of advertising environment, innovative advertising product system, to build a diversified customer structure as the main line of development strategy, pointed out that TV military program advertising reform and innovation efforts to promote the new normal television military program advertising sustained, healthy and stable development.