随着广电产业化的推进,近几年广电部门的改革一浪高过一浪,节目个性化、栏目品牌化、频道专业化,全员竞聘上岗,高薪引进人才等措施不断为这一传统大众媒体注入新的活力。而打造品牌,提升形象,加强营销与推广成为电视台经营的一个紧迫课题。一、营销平台与自我营销国外的新经济学家有一项研究——如何用创新去得到更好的回报。研究表明,用产品去做创新的回报率大概是10%左右,如果用营销模式去创新就可能得到90%的回报,因此企业应该更加关注怎么样通过营销模式的创新去得到更大的财富。营销是市场经济条件下企业生存与发展的核心工作,各大企业纷纷设立“市场总监”、“营销经理”“运营主管”等职位来统筹公司的销售与推广工作。对于一个电视台来说,自八十年代以来成为客户最重要的营销推广平台,对拉动经济发展功不可没,每年的广告经营额成为反映国家经 With the promotion of radio and television industrialization, in recent years, the reform of radio and television departments has wave after wave of programs, personalized programs, part of the brand, channel specialization, full competition for employment, introduction of talents and other measures to continue to pay for this traditional public Media injected new vitality. And to create a brand, enhance the image, strengthen marketing and promotion has become an urgent issue of television stations. First, the marketing platform and self-marketing New economists abroad have a study - how to use innovation to get a better return. Research shows that the rate of return on product innovation is about 10%, and a return of 90% if using marketing to innovate. Therefore, enterprises should pay more attention to how to get more wealth through innovation in marketing mode. Marketing is the core business of the survival and development of the enterprise in the market economy. All the major enterprises have set up such positions as marketing director, marketing manager and operating director to co-ordinate the sales and marketing of the company. For a TV station, since the 1980s, it has become the most important marketing platform for customers, contributing to the economic development. Each year, the advertising revenue has become a reflection of the national economy