九十年代以来我国电视业空前繁荣，竞争也日趋加剧，越来越多的媒体开始引入营销观念。传媒的营销观念成熟与否、适当与否，越来越影响到传媒经营的效果。二十世纪后半叶市场营销理论不断进步，为观照经济领域提供了新颖的理论视角。我国电视业因其历史短而缺乏相关的深入研究? Since 1990s, the TV industry in our country has been prosperous and the competition has been aggravated. More and more media have begun to introduce the concept of marketing. Media marketing concept mature or not, appropriate or not, more and more affect the effectiveness of media operations. The second half of the twentieth century marketing theory continues to progress, in order to observe the economic field provides a novel theoretical perspective. Due to its short history, the television industry in China lacks relevant and in-depth research.