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新世纪以来,少数民族地区电视媒体随着传媒市场化程度的深入,广告经营也获得相应的发展。但由于这些地区经济水平欠发达、观念和体制滞后、人才匮乏等因素,导致电视媒体广告经营存在诸多问题。本文以甘肃临夏州广播电视台为例,在分析少数民族地区传媒广告经营新趋势及现状问题的基础上,从传媒经营的角度,提出笔者对于少数民族地区电视媒体广告经营的一些思考。
Since the beginning of the new century, with the deepening of the marketization of the media, the television media in ethnic minority areas have made corresponding progress in advertising management. However, due to the underdeveloped economy, the backward concepts and institutions, the shortage of qualified personnel and other factors in these areas, many problems have arisen in the advertising operation of the television media. Taking Linxia Radio and Television Station in Gansu Province as an example, based on the analysis of the new trend of media advertising operation in ethnic minority areas and the status quo of the problems, this paper puts forward some thoughts on the advertising operation of television media in ethnic minority areas from the media management point of view.