The Research Of Advertising Marketing Strategy For Anhui Satellite TV

Competitive in today’s media, new media impact of the media environment, provincial satellite TV competition also shows a tendency of intense, advertising revenue as an important safeguard to obtain competitive, advertising marketing strategy has obtained more and more attention. Anhui satellite TV is located in the central, relatively backward economy, but with unique business strategy, has firmly established itself as one of the provincial satellite TV, cause the industry’s sustained attention. Anhui satellite TV earlier clear positioning, rely on strategic won the audience favorite TV series, also got good advertising revenue, but as the competition pressure increase, brand concept implementation does not reach the designated position, which are worthy of further study of the industry.This paper argues that the change of marketing environment has brought anhui satellite TV advertising and marketing challenges, improve their competitive pressures, the audience the role conversion and improving customer demand changes to anhui TV advertising marketing strategy. Anhui satellite TV in recent years have taken different strategies to enhance competitiveness:First, the resource management and development strategy of anhui satellite TV after the "double restrictions" increased the investment of advertising, sponsorship and product placement, at the same time, in order to strengthen the competitive power of the program, anhui satellite TV on the one hand, strengthening the premiere show, develop Thai shows, create a new program on the other hand,"the boys and girls rushed forward" and "three awards "won the high praise; Second, adopt various kinds of price strategy, there are mainly ratings pricing and non-price loyalty pricing and advertised bidding,anhui satellite TV to the customer service idea, sets up the service prestige, reducing the attention of the customer to the price; Third, developing a variety of marketing channels, the level of marketing channels and zero level, the level of marketing channel has paved the way for the anhui satellite TV for contracting sales; Fourth,adopting integrated marketing strategy, including planning marketing, integrated marketing,communication marketing, event marketing and all media integrated marketing, embodied in the channel, product, marketing mode, brand integrated marketing communication strategy; Fifth, the customer service policy, anhui satellite TV is the earliest established customer service center of provincial satellite TV, through deep grasp of customer needs and create a win-win with customers and professional customer service to meet customer demand; Sixth, the brand strategy, including branding and advertising of the brand. Anhui satellite TV through innovative marketing strategy have achieved good results, But through the research can be found, there are still a number of strategies in advertising and marketing problems. The first is the high-quality advertising resource-poor,the amount and quality of television dramas lack of obvious advantages, the quantity and quality of homemade play lack of influence; The second is the lack of local culture, mainly refers to TV show lacking of local features; Finally the advertising and marketing channels for a single, all these problems will give the sustainable development of anhui satellite TV in the future.This paper argues that, anhui satellite TV can boutique advertising resources through research and development, including researching and developing a variety of show and new ads, rely on improving the quality of programs and advertising to attract the audience, at the same time, developing hui culture to deepen the brand influence, enhance the potential of advertising and marketing, advertising and marketing chan’nel to expand marketing, through several specific measures to build core competitiveness.