| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-19页 |
| Chapter I Introduction | 第19-22页 |
| 1.1 Research Background | 第19-20页 |
| 1.2 Research Objectives and Significance | 第20-21页 |
| 1.2.1 Research Objectives | 第20页 |
| 1.2.2 Research Significance | 第20-21页 |
| 1.3 Research Methods | 第21-22页 |
| Chapter II Literature Review | 第22-38页 |
| 2.1 Product Innovation of Traditional Media and Supply-Side Structural Reform | 第22-25页 |
| 2.1.1 The Meaning of Supply-Side Structural Reform | 第22-23页 |
| 2.1.2 The Application of Supply-side Reform in the Field Of TV Media | 第23-25页 |
| 2.2 Service Marketing and Its Application in TV Media | 第25-27页 |
| 2.2.1 The Definitions of Service and Service Marketing | 第25-26页 |
| 2.2.2 Research Reviews on Service marketing of TV Media | 第26-27页 |
| 2.3 Researches on the Audiences’ Needs | 第27-31页 |
| 2.3.1 Audiences’ Needs | 第27-29页 |
| 2.3.2 The Differences between TV Media and Audiences’ Needs | 第29-30页 |
| 2.3.3 Audiences’ Needs in the Internet Age | 第30-31页 |
| 2.4 Product Marketing and Content Marketing | 第31-38页 |
| 2.4.1 The Classic Marketing Theory | 第31页 |
| 2.4.2 The Rise of Content Marketing | 第31-32页 |
| 2.4.3 The Application of TV Media Product Marketing | 第32-35页 |
| 2.4.4 Marketing Mode of Media Products | 第35-38页 |
| Chapter III Case Description | 第38-56页 |
| 3.1 Introduction of Foshan TV Station | 第38-39页 |
| 3.1.1 The Development and Introduction of Foshan TV | 第38-39页 |
| 3.1.2 The Nature and Market Properties of Foshan TV | 第39页 |
| 3.2 The Main Products of Foshan TV station | 第39-48页 |
| 3.2.1 News Programs | 第40-42页 |
| 3.2.2 Feature Programs | 第42-43页 |
| 3.2.3 Variety Shows | 第43页 |
| 3.2.4 The Ratings of the Three Major Programs | 第43-48页 |
| 3.3 The New Media Products of Foshan TV station | 第48-49页 |
| 3.3.1 "Foshan TV Station" | 第48页 |
| 3.3.2 Xiaoqiang Hotline | 第48-49页 |
| 3.3.3 "A Bite of Foshan" | 第49页 |
| 3.4 Unconventional Products of Foshan TV Station | 第49-50页 |
| 3.5 The Challenges Confronting TV Media and Enlightening Lessons of ReformStrategy from Domestic Counterparts | 第50-56页 |
| 3.5.1 Analysis of the Macro Environment of TV Media | 第51-53页 |
| 3.5.2 Reviews on the Reform Strategies of Domestic Counterparts | 第53-56页 |
| Chapter IV Case Analysis | 第56-75页 |
| 4.1 Analysis of Macro Environment | 第56-61页 |
| 4.1.1 Challenges Brought by the Macro Environment | 第56-58页 |
| 4.1.2 Opportunities Brought about by Macro Environment | 第58-61页 |
| 4.2 Internal Environment Analysis | 第61-63页 |
| 4.2.1 Internal Problems | 第61-62页 |
| 4.2.2 Opportunities in the Internal Environment | 第62-63页 |
| 4.3 Main Problems of Products | 第63-64页 |
| 4.3.1 Single Function of Most Products | 第63页 |
| 4.3.2 Lack of New Media Products | 第63-64页 |
| 4.3.3 Closed Production Chain and Half-opened Product Value Chain | 第64页 |
| 4.3.4 Low Identification for New Products and Lack of Integrated Marketing | 第64页 |
| 4.4 Marketing Positioning of Foshan TV and its Main Audiences | 第64-66页 |
| 4.5 The Change of Information Demand and Its Influence on the Supply Side | 第66-69页 |
| 4.5.1 The Change in the Information Demand of Foshan TV’s Main Audience47 | 第66-68页 |
| 4.5.2 Analysis of the Influence of Information Demand Change on theSupply Structure of Foshan TV Station | 第68-69页 |
| 4.6 Analysis of Foshan TV’s Supply-side Marketing Reform | 第69-75页 |
| 4.6.1“Adding”Products of Media Convergence | 第69-70页 |
| 4.6.2“Subtracting”Products of Low Output | 第70-72页 |
| 4.6.3“Multiplying”Products Accordant with Demand | 第72-73页 |
| 4.6.4“Dividing”services | 第73-75页 |
| Chapter V Suggestion | 第75-86页 |
| 5.1 Suggestions on Foshan TV’s Innovation of Product | 第75-80页 |
| 5.1.1 Optimize News Programs and Focus on "Specific" Market | 第75-77页 |
| 5.1.2 Documentary: Construct Open Production Structure and Focus on theManufacture of Topic-making Products | 第77-78页 |
| 5.1.3 Variety and Culture Products: Actively Participate and Share,Strengthen Industry Developing Mode | 第78-79页 |
| 5.1.4 With the Power of Integration of Media, Strengthen the Brand’s OnlineSpreading Power | 第79-80页 |
| 5.2 The Innovative Integrated Marketing of Foshan TV Station | 第80-86页 |
| 5.2.1 Service Marketing | 第80-82页 |
| 5.2.2 Content Marketing | 第82-83页 |
| 5.2.3 Channel Marketing | 第83-85页 |
| 5.2.4 Mechanisms Guarantee | 第85-86页 |
| Chapter VI Conclusion | 第86-88页 |
| REFERENCE | 第88-90页 |
