TV Brand War

Author: Zhang Yun
Publisher:
Publish Date: 2004-01-01
Features: This book is the first specialized work on television marketing strategy in China, combining domestic first-tier marketing strategy practice cases and cutting-edge media marketing theories to provide a fresh interpretation of media management and media strategy. For the first time, it presents in full the thought process behind the strategic formulation of "Western Golden Satellite TV," a regional provincial satellite TV station, as a case study. It is a vivid and first-hand resource for media strategy practice in China, worthy of study and reference by every Chinese media operator or strategic practitioner. For the first time, it presents in full the thought process behind the strategic formulation of "Western Golden Satellite TV," a regional provincial satellite TV station, as it is believed to be one of the few first-hand and vivid resources for media strategy practice in China, worthy of study and reference by every Chinese media operator or strategic practitioner. In developed countries in Europe and America, marketing and strategy orientation have become mainstream models for media development and have become prevailing ideas in foreign media operations. Chinese television media urgently need a (lǐxǐ - baptism) and revolution in marketing concepts to truly enter the marketing era of media. In this sense, this book is timely.