改革开放以来,我国经济社会飞速发展,带动全国广告经营额年均递增30%左右,

使之成为发展最快的行业之一。随着信息化时代的发展,近十年来我国广告市场格局

发生了巨大的变化,网络广告取得了突飞猛进的进展,虽然电视广告依旧位居我国广

告媒体的老大,但是其已不再是广告市场上的一枝独秀,互联网媒体已经成为广告主

新时代的宠儿。

通过对湖南都市频道进行全方位的进行分析,剖析都市频道在网络化条件下媒体

竞争日趋激烈的形势下的优势和劣势、外部环境中存在的机会和威胁,探讨都市频道

在广告营销中遇到的困境及需要解决的问题,提出应对策略以指导都市频道更好的实

施营销策略,以促使都市频道的影响力得到进一步的扩大,赢得更为广阔的市场,广

告收入得到较大的提升。另外,通过对湖南都市频道网络化条件下营销策略的研究,

希望能够帮助国内同类的省级地面媒体在大环境不断变化、竞争日趋激烈的情形下,

在进行商业化运作方面提供相应的启发和借鉴,以帮助同类媒体在网络化条件下立于

不败之地,赢得广阔的市场。

关键词:网络化,湖南都市频道,营销,策略

Abstract

Since reform and opening, China's rapid economic and social development, National

advertising revenue driven by average annual increase of about 30%, making it one of the

fastest growing industries. With the development of the information age, over the past decade

of the advertising market has undergone tremendous changes, Online advertising has made

rapid progress, although still among our television commercials advertising media boss, But

it is no longer on the market thriving advertising, the Internet media has become the new

darling of the times advertisers.

Hunan City Channel through a full range of analysis, analysis of urban channels in the

network under the condition of the media increasingly competitive situation,strengths and

weaknesses,opportunities exist in the external environment and threats to explore the city

channel encountered in advertising and marketing difficulties and problems to be solved,

coping strategies proposed to guide the city Channel better implement marketing strategies

to promote the city Charmel's influence has been further expanded, to win the broader market,

advertising revenue has been greatly improved. In addition, by Hunan City Channel network

marketing strategy under the conditions studied, hoping to help the domestic similar

provincial terrestrial media in the environment are constantly changing, increasingly

competitive circumstances, conducting commercial operations to provide inspiration and the

corresponding learn to help similar media network conditions invincible, win a broad

market.

Key words: network,Hunan City Channel, marketing, strategy