自上个世纪末中国电视媒体步入营销时代以来,作为营销活动的重要环节,电视营销宣传日益受到重视。面对东部电视大举西进、区域内电视彼此竞争加剧的形势,西部地区十二家卫视频道(以下简称西部卫视)纷纷调整姿态,迎接挑战,营销宣传于是成为西部卫视手中竞争的利器,表现出一些共同的特点和问题。本文拟对西部卫视营销宣传的现状作一分析,力图透过这一环节引发读者对西部卫视营销活动更深层次的思考。 Since the end of the last century, the Chinese television media has stepped into the era of marketing. As an important part of marketing activities, television marketing propaganda has been paid more and more attention. In the face of the massive westward advancement of TV in the east and the intensified competition among the TVs in the region, the 12 satellite channels in the western region have all adjusted their stances to meet the challenges. Marketing and marketing have thus become the weapon for competition in the hands of Western TV. Some common features and problems. This article intends to make an analysis of the status quo of the western TV marketing and marketing, trying to lead readers to think deeper about the western TV marketing activities through this link.